Candidate Brand Profile

An evening at the kitchen table, an empty document. The decision has been made: you are going to run.

And the first question your neighbour, a journalist and your own party will ask is: “Why you?”

You have the answer in your head. It just hasn’t been written down yet in a way that everyone who speaks for you says it the same way, and that holds up even when someone attacks you.

Candidate Brand Profile is a guide in Claude Code that interviews you. First it finds out where and in which election you are running, then it asks about your life, your voters, your opponents and your weak points. After every answer it follows up until you say a sentence you would say in your local pub, not on a billboard. From your answers it builds a one-page profile and a brand book that artificial intelligence uses to write your posts and speeches.

Your words, not an agency’s

The brand book is built on your stories, your words and on what would never come out of your mouth. You get your story in three lengths, ten seconds at the door, one minute for an interview and five minutes for a public meeting, and you practise them aloud.

Your answer to an attack, ready before it comes

The interview also asks what nobody wants to be asked: your weakest point, what may surface, the hardest question a journalist could ask. You prepare your answers calmly at the table, not on the day the article comes out. The answers are saved as files on your computer, and nothing you mark as private gets into the brand book. The conversation itself is processed by the Claude service under the terms of your account.

Made for your election

The guide looks up by itself which elections your country has, how people vote in them and what the body you are running for actually decides. If you promise a building your body doesn’t decide on, it warns you and helps you rewrite the promise. And it knows whether to tell voters “give me your cross” or “vote for our list”.

What to do with the brand book

• You paste it into a chat with artificial intelligence and write what you need: a post about the opening of a playground, an answer to a journalist, a speech for a meeting.
• When more people join you, they will all write with one voice.

What comes after the brand book

The brand book is the base that further guides build on. Each one also works on its own, and when it finds your brand book, it takes over what it already knows about you.

• Voter Map goes through the results of the last two or three elections in your district, polling station by polling station, from public data. It shows where you are strong, where the votes are at stake and where people don’t vote, calculates your election target and prepares a voter survey with you. If you have it, Candidate Brand Profile compares your answers with it.
• Visual Brand Book finds out from your photos which colours suit you, what to wear, what background to be photographed against and how to compose posts so that people recognise you at first sight.

How it works

You drag one file into Claude Code and write “install this”. The interview has an opening block about the election and eight areas, three to four hours in total, easily split over several evenings. Everything is saved as you go. You can answer on your own, or a team member or consultant can go through the interview with you and type your answers. You choose the language of the product above the purchase button, from 45 languages. You receive the e-mail, the installation and the guide in that language, and the guide talks to you in the language you write in.

What you get

• An overview of your election: how people vote, how to move up the list, what the body decides and what must be verified, with sources.
• A one-page candidate profile as a PDF, to print and to approve.
• A brand book for working with artificial intelligence: why you are running, for whom, how you differ from your opponents, how you speak, words you never use, your story in three lengths, a programme with measures of success, prepared answers to attacks and a check for every text.
• A confidential file “What may surface”, only for you and your closest team.
• A word-for-word record of all areas of the interview, to come back to at any time.
• Six follow-up steps: research of your opponents from public data, fifteen slogans with a recommended main slogan, a simple campaign plan as a PDF from today until the election, a check of your website and social media with a proposed page and opening text, crisis scenarios for the hardest situations and a review after the election with lessons for the next campaign.
• A user guide as a PDF.

A sample from the brand book

A made-up candidate, not a real person.

• The ten-second story: “I’m Jana Malá, I’ve taught at the local school for twenty years. I’m running because the children of Lipová have no nursery to go to, and I want to solve that within four years.”
• Words: she says “here in Lipová”, “I’ve done the maths”; never “systemic solution”, “synergy”.
• Attack: “A teacher has no experience with budgets.” Answer: “For twenty years I’ve been working out how many children fit into a classroom. I’ve worked out the nursery too: forty places are missing and I know where to find them.”

How much you save

Otherwise the same work is done by a consultant, paid by the hour. The licence is for one candidate, so we count one.

• An interview with a consultant, three to four hours at about 120 €: about 360 to 480 €.
• Writing the profile, brand book, slogans and plan, roughly eight to twelve hours at about 120 €: about 960 to 1,440 €.
• Media training for awkward questions, one day in a small group: about 360 to 600 €.

Altogether roughly 1,680 to 2,520 € excluding VAT for one candidate. Candidate Brand Profile costs the price shown on this page, once.

Rates according to the published price lists of Czech agencies for consultations and media training, as of October 2026, converted to euros at an approximate exchange rate of 25 CZK per euro. The number of hours is our estimate.

Licence

For one candidate and their team: at most 1 profile per purchased copy, one profile is one candidate. The profile is assigned to the candidate’s name as soon as you confirm it at the start, exactly as it will be on the ballot. A confirmed name can no longer be changed. You can add more candidates with an Additional Licence for Your Product. When you buy the same product again, the price is reduced by 20 %. You can buy it right in this cart or any time later under the same account or e-mail address, and nothing needs to be reinstalled. For a whole list or a party we will gladly prepare an offer for you. Documents from the guide carry a short note at the end saying they were made with this product. On a website you adjust following the guide, it belongs in the footer.

What you need

A computer with Windows or a Mac, a Claude Pro account or higher, and internet access. You can download the Claude desktop app for free from claude.com/download. The product installs everything else by itself, including Python for making PDFs.

Frequently asked questions

What happens to my answers? Your answers, profile and brand book stay as files on your computer. The conversation itself is processed by the Claude service under the terms and privacy settings of your account. What you mark as private doesn’t get into the brand book, only the rule that it won’t appear in the campaign.

Why not just use an ordinary chat with artificial intelligence? A chat writes what you ask it to. Candidate Brand Profile asks first: one question at a time, with follow-ups, in a fixed order, and it saves everything, so you can continue a week later. It looks up the rules of your election by itself and makes sure you don’t promise what your body doesn’t decide.

The election is two years away. Does it make sense to start now? Yes. The simple campaign plan follows how much time is left: with more time it divides it into months and phases, and the last fourteen days into days. You then use the brand book from your very first post.

The election has just ended. What use is this to me now? The guide goes through the result with you and writes down what worked and what didn’t, so that the next campaign starts a step further. And you use the brand book in your work as a councillor or in opposition.

Won’t it sound like artificial intelligence? The brand book is built on your own words, stories and texts, and it also contains the words you never use. Before publishing, every text goes through three check questions from the brand book, and phrases typical of artificial intelligence are struck out.

I don’t have four hours in one go. No problem. Everything is saved as you go, so you can continue at any time, even over several evenings.

Can someone from the team lead the interview? Yes. They read the questions aloud and type your answers. Answers the team only estimates are marked by the guide and gone through with you before the end.

Does it work outside the Czech Republic? The guide looks up elections in any country and talks in the language you write in.

Do I need technical knowledge? No. You drag the file into Claude Code and write “install this”. The product installs Python and the other tools by itself.

CANDIDATE BRAND PROFILE | a guide in Claude Code | for candidates and their teams in any election

Whenever you decide to run, within a few evenings you can have it written down: who you are and why people should vote for you.