Political personae are constructed entities. Professional politicians are particularly interested in making strategic multimodal choices in their efforts to build and project a coherent and consistent political image, as well as authentic and credible political personae. In this chapter, we discuss how ‘political personae’ are constructed through multimodal meaning-making practices from the perspective of how (multimodal) semiosis is emotionally mediated in political communication. Starting from some multimodal analysis models, which we present at a theoretical level, we sho how certain multimodal meaning-making practices and multimodal choices that political actors make during discursive interactions allow them to build their political brand and make connections with the audience on an emotional level.