The transformational power of a brand manifesto – why and how to write one
“The manifesto is your foundation. It is a set of beliefs you hold so deeply that they can’t help but guide you.”
What is the purpose of a brand or corporate manifesto? It’s simple. To inspire.
A company manifesto can be described as the ‘eyes into the soul of a company’. Who are they – really? Why do they exist? What do they believe? And why should their customers care?
At the core of a manifesto is the ability to evoke emotion in your audience. There is no specific format for a manifesto – some are long-form prose, some are image-based, and some are concise and purposeful phrases. It’s what feels right and authentic for your brand.
In this article we explore why a manifesto is a must for your business, and how you can craft one that delivers.
What is a brand manifesto?
A brand (or corporate) manifesto is a powerful, inspiring piece of content that thoughtfully articulates the essence of your brand. A ‘big picture’ document, it is your organisation’s beacon of truth. It expresses your purpose (your ‘why’) for existing, your guiding principles as an organisation, and why your brand is ‘special’ or different from other brands.
Great manifestos go one step further. They address their role in contributing to the greater good by articulating the positive impact they seek to make in the world.
3 reasons manifestos work
Reason #1: Visual creativity
Brand manifestos are not just words on a page; they can vary in format, structure, length and presentation. Here’s a few examples of visually interesting and creative manifestos.
Lululemon (athletic apparel company) - They describe their manifesto as ‘An evolving collection of bold thoughts that allow for some real conversations to take place.’
Source: https://info.lululemon.com/about/our-story/manifesto
Patagonia (outdoor recreation product company) - Watch their video manifesto video below.
Reason #2: They are more impactful, engaging, and evocative than a mission statement
Let’s put this one to bed. A brand manifesto is not a mission statement. Although there are some similarities (they both talk about your company and are designed to bring people together through ‘big picture’ endeavours), a mission statement essentially describes your brand’s purpose (what you do), whereas a manifesto is your unwavering and core philosophy that guides everything you do (why you do it). It is your way of life.
Usually mission statements are boring, forgettable, and crafted for the boardroom. In contrast, manifestos are predominantly created for customers and employees. They are rich, energising, inspiring, and if crafted correctly, they can even act as a roadmap to guide attitudes, values, and actions in an organisation.
Want to read some iconic manifestos that nail the brief? Check out great examples here.
Reason #3: Customers want to buy from organisations who are purpose-driven
The latest research shows that businesses who clearly articulate their purpose grow faster than other organisations. That’s because customers, especially millennials, are more attracted and loyal to organisations who align with their beliefs, and who are purpose-led.
Furthermore, according to the Edelman Trust Barometer 2020, 64% of consumers are belief-driven buyers who will either buy or boycott a brand based on its stand on societal issues.
Because a manifesto gets right to the heart of who an organisation really is and what they believe in, it provides a powerful emotional story that attracts customers by helping them to deeply and authentically relate to a brand, and how it makes a difference. This can then lead to brand engagement which influences buying behaviour and conversion.
How to write a killer brand manifesto – your step-by-step guide
Writing a manifesto can seem like a daunting task, but don’t fret. This blueprint will help you to write an authentic and impactful corporate manifesto that speaks to the heart of who your organisations is, and why it exists.
It’s important to note that writing a brand manifesto for a small business can be done solo, but if you’re part of a larger organisation, including your staff in the process will deepen the result, creating an authentic and powerful corporate doctrine that employees feel deeply connected to.
The following process can be replicated in a workshop format with your employees, or you can tackle it on your own.
Step 1: Identify your ‘why’
Firstly, sit down and watch the legendary TED talk by Simon Sinek, ‘How great leaders inspire action.’ This will really set the tone for the process. Then, think deeply about why your business does what it does. At this point, you may start to think about the delivery of your product or service. Stop. The gold is when you go beyond the functional aspects of your brand and unpack the consumer problem that you are solving for people.
Here are a few questions that may help:
How does your business make people’s lives better?
What sets your business apart from your competitors?
What gives your business meaning?
What does your business value above all else? What couldn’t your business live without?
How is your business contributing to the greater good of humanity?
What would be lost if your organisation wasn’t in the world?
What does your organisation stand for? What does your organisation stand against?
How is your business enacting positive change?
What do you want your organisation’s brand legacy to be?
I know, it sounds heavy, but just scribble down whatever comes to mind in an unvetted way. Put every thought and conceivable notion on the table.
Step 2: Play with words and phrases
Now, start to pull together words and phrases that are authentic to your business, and that the reader will find inspiring, passionate, and powerful. Show the reader why they need your brand in their life.
When developing these phrases, write them in the second or third person (‘we’, ‘you’, ‘them’). This will help your reader feel like their part of your story. It’s important to keep your manifesto concise, so avoid fluffy language.
When you’ve got something down on paper, look at it critically. Revise, revise, revise, and then revise some more. Pass it onto different people; your employees, your Executive Team, a customer, a prospective customer, a Board member, etc. and gather their feedback. Ensure it resonates with all your stakeholders.
If you get stuck, it can be worthwhile connecting with a copywriting expert who can help craft your perfect brand manifesto.
Step 3: Get visually creative
Manifestos should be memorable. This is not only achieved through the written word, but from images, design, and creative presentation.
Perhaps your manifesto is best suited to tell a visual story through images with limited text? The decision is yours, but whatever direction you take, make sure your manifesto achieves the following:
Does it evoke emotion (are you inspired)?
Does it clearly convey your organisation’s ‘why’?
Does it feel authentic to your brand?
Does it speak to your target market?
Does it feel exciting, bold, (even scary) and unmistakably you?
To create a truly unforgettable manifesto, it can be helpful to engage an experienced designer who can inject visual creativity and innovation into the document. This way, you can be sure to nail the aesthetic and emotive effect you’re after.
Step 4: Manifesto promotion
It’s important to think about how your manifesto will be used by your business. Here are some ideas for how this how you can leverage this asset to best effect:
Place it on your website
Create a brand video and use it as the script
Create a brand book, and have it as the focus
Use it as part of your on-boarding process with new employees and customers
Email it to new and prospective customers
Use it in brand advertising
Use it on packaging, as part of your office wallpaper, or at a tradeshow or exhibition
Provide a copy to every staff member to display at their desk
Use phrases in your social media content and imagery
Use it to attract new talent (e.g. on job ads)
Write a blog about it (e.g. how you developed it, and what it means for your brand)
Put it on merchandise (e.g. cups, bags etc)
And the list continues…be creative!
So, what are you waiting for? The transformational power of a brand manifesto awaits!
“A manifesto is your brand’s Magna Carta, Rosetta Stone, and Declaration of Independence all rolled into one. It’s the halftime locker room speech given by the CEO; the words of the founder heard on the mountaintop before bringing down the stone tablets. Reading a great brand manifesto should make you wanna run out and try the product. You should feel brand fire in your bones.”
