What Is a Brand Manifesto and How to Write a Compelling One

A brand manifesto is a key element in a company's branding strategy. It goes beyond a simple statement of values or mission; it embodies the larger purpose and core values that drive a brand.

In this article, you will learn about what is brand manifesto, its components, and the practical steps to creating one effectively.

What Is Brand Manifesto?

A brand manifesto is an open statement that explains the motivation behind a brand and the change it hopes to achieve through its mission. It is not merely informative but also aims to inspire others to unite for a common cause, regardless of their relationship with the business. 

The manifesto's strength lies in its ability to drive concrete actions, guiding companies in developing their identity and purpose while giving consumers a deeper understanding of the company's vision and values.

The Importance of a Brand Manifesto

After you understand what is brand manifesto, now it’s time to learn its importance. Brand manifesto is very important for a company for several reasons, such as:

1. Define and Strengthen Brand Identity

A brand manifesto helps define a company's unique identity and values, differentiating it from competitors and providing a clear direction for brand development.

2. Inspire Employees

A strong manifesto can motivate employees by giving them a clear vision of the company's goals and values and building a committed company culture.

3. Increase Consumer Loyalty

By openly communicating their vision and values, companies can build a deeper emotional connection with consumers. It can lead to enhancing loyalty and positively impacting business growth.

4. Ensure Objectives and Strategies Are Met

The manifesto serves as a guide to ensure all company decisions and strategies align with long-term goals, which helps companies maintain focus and consistency in achieving the vision.

Brand Manifesto Components

To understand more about what is a brand manifesto, you need to know its components. There are three important components in a brand manifesto; core values, vision statement, and mission statement. Here’s the explanation for each of them:

1. Core Values

The first component is the core values that underlie your brand. Core values become non-negotiable principles. They serve as the most important foundation for running a business.

Not only do they govern how the brand operates, but they also reflect integrity in the face of competition and differentiate your brand from others. Your brand can make the right decisions that benefit consumers and the company by having clear core values.

2. Vision Statement

The second component is the vision statement. This statement is an aspirational description of what you want your brand to achieve. It's also a way of communicating your brand's larger purpose.

3. Mission Statement

The last component is the mission statement, which defines your company's purpose to employees and customers. It communicates the brand values that are the mission of everyone involved with your brand.

Additionally, a mission statement is a series of steps to achieve your brand vision. For example, if you want to build a brand that makes people's lives easier, you focus on developing products that make it easier, conducting trials, and other efforts to achieve that vision.

How to Write a Brand Manifesto

You've learned what is brand manifesto and its importance, now let's learn how to build one. Here are five steps to write a compelling brand manifesto:

1. Define Business Objectives

First, set your company goals. Focus on the broader and global vision you want your company to have. It's not just about selling a product or service; it's about describing the aspirations and core values you want to convey through your brand.

While some companies often use the concept of SMART (Specific, Measurable, Attainable, Relevant, and Time-Bound) to help structure such goals, sometimes it is not always easy to put them into action. Just focus on working your resources and vision, without being forced into unrealistic numbers or goals.

2. Understand the Target Market

Understanding the target market in creating a brand manifesto is very important for every employee to understand and appreciate the values and perspectives of the target market. 

Consumers and clients need to have access to the brand manifesto to clearly understand what they can expect from the company. This helps ensure that the manifesto not only reflects the company's internal values but is also relevant and meaningful to the intended audience.

3. Use First-Person and Second-Person POV

Use first and second-person perspectives for writing the manifesto. It helps create a direct connection with the audience by speaking in "I" and "we" and addressing the audience as "you."

This not only makes the manifesto feel more personal and relatable but also presents a more compelling and emotionally relatable narrative than a formal corporate document.

4. Write with Storytelling Concepts

Next, write with a storytelling approach. First, answer the questions that underlie the purpose and core beliefs of your brand, which include the brand's grand purpose in a global context, its values, and the deep reasons behind its existence.

Once you have answers, write the manifesto in a style similar to a conference or valedictory speech, or it could even be written in a letter format depending on the intended audience. 

5. Use Call-to-Action (CTA)

Last but not least, include a call to action to motivate your audience. A strong CTA can build trust in your brand, increase loyalty, and attract employees and partners who share your goals. 

It doesn't need to be explicit like “Come, join and fight with us!” but it should inspire readers to feel motivated to take action, like purchasing a product, joining your team, or donating. 

The manifesto is not only a statement of values but also a powerful tool to mobilize positive action from the various parties involved.

That’s all the explanation about what is brand manifesto. A brand manifesto is more than a statement of values; it's a powerful tool to inspire positive action. 

You can learn more by implementing brand manifesto examples in your company. Before creating one, you need to make sure your business already has a clear brand identity.

If you have difficulties in creating a brand identity, you can work with VISUWISU as a provider of branding and visual services. Moreover, our team of experts can also help create logo designs and brand guidelines for your business needs.

Contact VISUWISU today and consult your brand identity needs to improve your business's brand manifesto!