This essay suggests that the purpose of political activity today, especially in the context of mass and social media communication, is not simply the promotion of political agendas, but often also, if not primarily, the construction of identity. It is argued that the public display of political action serves the curation of personal or collective profiles. The display of political attitudes contributes to the constitution of “profilicity,” a profile-based and post-authentic mode of identity. By means of an analysis of images posted on social media, the essay shows how political profile curation occurs on all sides of the political spectrum.  Building on Naomi Klein’s critique of “branding,” the essay outlines how the profile has replaced the brand as a more dynamic type of identity symbol.