Building a strong brand can take a lot of time. First, you need to clarify your brand identity, create a logo, define goals, and then start spreading the message. However, today’s consumers, employees, and business partners expect more from brands.
It’s not enough for them to just know that you offer high-quality products-they want to understand why your brand does what it does and what it represents. A brand manifesto provides answers to these questions and more. This blog will explain what a brand manifesto is, why it’s important for your branding efforts, and provide tips on how to write your own.
Without further ado, let’s explain what a brand manifesto is and how to write it.
What is a Brand Manifesto?
A brand manifesto can be defined as a written statement that articulates the fundamental principles, purpose, values, and long-term vision of the brand. It serves as inspiration and guidance for both internal company members and external stakeholders, such as customers, partners, and society as a whole. A brand manifesto:
- Answers the “why” of the brand – In addition to describing what the brand offers, the manifesto explains deeper motives, beliefs, and passions that drive the brand, addressing why the brand exists and what makes it unique.
- Defines mission and vision – Articulates a clear mission of the brand, what it aims to achieve, and a vision of the future it wants to create or contribute to.
- Defines a call to action – Motivates customers, readers, and observers to take action or join the brand in other ways, creating a sense of unity and purpose.
- Connects with social and ethical values – In today’s society, brands are increasingly evaluated based on their contribution to social issues and sustainability. The brand manifesto often includes statements reflecting these values.
- Provides a clear framework for decision-making – Helps in decision-making by providing a basis for evaluating whether future brand initiatives and strategies remain consistent with its core values and objectives.
Through such a definition, the brand manifesto becomes more than just a marketing tool; it is a fundamental statement of the brand’s identity that influences all aspects of business, from product development to corporate culture and public relations.
Why is a Brand Manifesto Important for Your Business?
When you first define your company’s brand strategy, it requires a detailed examination of your mission and goals. In the end, you’ll have a strong mission statement and an inspiring visionary statement that you can share with the world. Manifestos aren’t just summaries of these statements; they’re tools that amplify them to attract others to your brand.
The driving force behind a brand manifesto is taking action and advocating for something greater than the brand itself. According to research, 63% of consumers buy products and services based on whether the brand’s values and beliefs align with theirs. Moreover, 74% of consumers crave transparency about how companies source their products, provide safe working conditions, and their stance on important issues.
Now more than ever, customers are seeking brands that support the same values and stand for something meaningful to them. It’s not just customers who are attracted to brands that share their values. Brands can use their manifestos to connect with business partners who share the same values and attract better, more dedicated employees.
How to Write a Brand Manifesto
1. Make it a story
To truly convey your message and illustrate your brand’s purpose, the first thing you need to do is note down answers to the following questions:
- Do you have and what is your higher purpose in this world?
- What do you believe in and stand for?
- Why do you do what you do?
- What are the goals of your mission?
- Can you achieve that mission alone?
The answers will be the main starting points for your manifesto. And then you start writing. Your manifesto should resemble a speech you would give at a conference. It should be less like an advertisement and more filled with sincere emotions.
2. Firmly tie your brand to a larger mission
Remember: a brand manifesto is not the same as your mission statement, vision, or values. While you can certainly place them on the same page of your website, you should create a separate manifesto.
It doesn’t matter how big or small your brand’s mission is. It can be as simple as bringing more joy into people’s lives. What matters is that potential customers know what your brand stands for and why they should invest their time, energy, or money in it and your goal.
3. Add a Call-To-Action
The manifesto embeds trust in the brand and expands their loyalty to the business. It can also be used to attract employees and partners who want to fight for a similar cause and actively contribute to it. Whoever your brand manifesto reaches, it should include a call to action.
It doesn’t have to explicitly say “Join our cause!” but the message of your manifesto should resonate so strongly with anyone who reads it that they feel motivated enough to do something. To buy from you. To apply to work in your team. Or even to donate to a shared passion or cause.
4. Tell it in the first or second person
Listen to any TED talk, and you’ll get a good example of how a brand manifesto should sound. Those esteemed speakers don’t take the stage and talk about themselves in the third person. They use “I” and “we” and address the audience as a collective with “you”. This mode of address, as if the narrator is talking about a subject, is much better for listening than those speakers who sound like they’re reading a corporate document.
5. The brand tone must be consistent
Regardless of the style of your brand manifesto, it should always maintain the same tone and carry the voice of your brand throughout the text. Consistency is key and should be considered in the choice of words and the overall visual identity of your brand. With a clear brand style guide, you can define all its elements, including your manifesto, in one place.
A Brand Manifesto Example to Remember – The Body Shop
The Body Shop is known for its strong and inspiring brand manifesto focusing on ethical business, sustainability, and positive social impact. Founded in 1976, The Body Shop was a pioneer in promoting the idea that business can be a force for good, emphasizing fair trade, fighting against animal testing, and sustainability.
Because of its short sentences and poem-like format, The Body Shop’s brand manifesto reads more like a personal speech that anyone can relate to. The structure doesn’t necessarily have to be like this, although this is a popular way of narrating a brand manifesto and inspiring others to join a common goal or take action.
The manifesto starts with the words: “We have a lot to say, but the real heart of The Body Shop is our manifesto. Read it, remember it. Write it on your walls, on your bodies, and share it with friends. This is for all of us, and it’s a call to arms.” To further understand what The Body Shop wants to convey, click on the manifesto link and read it in full.
Finally, if you enjoy reading about brands, you’ll surely find it useful to read our blog on how to launch a brand from start to finish. And for all other texts related to brands and the brand-building process, be sure to scroll through our blog section.
