Political figures rarely become recognisable by accident. Behind the strongest political brands is a series of choices about personality, language, visibility and the story a politician tells about themselves. Drawing on her experience as former Head of Communications for Hungary’s Tisza Party, Kitti Ágoston looks at how emerging political figures build an identity that people recognise and remember. What can communications teams shape, what has to come from the politician themselves, and when does careful branding start to feel manufactured?