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Craft A Brand Manifesto: A Step By Step Guide

Bronagh Loughlin | 01 Sep 2020

This article will discuss how to craft a brand manifesto, providing you with a step by step guide.

Let’s talk about Simon Sinek’s well-known Ted Talk “How great leaders inspire action”. He discusses a concept that inspiring leaders and organisations leveraged to build loyal followings. It is called Start With Why. It suggests that if your brand really wants to inspire an audience to follow you, your core message must focus on your organisation’s purpose and not the creation of your product or what your product is. It’s essential to spotlight why people should care about your organisation. This is how Apple, Martin Luther King Jr. and the Wright Brothers built a body of support for their causes. They accomplished this even though they all faced fierce competition. 

Simon Sinek’s notion is that people buy the “why” behind your organisation. They don’t buy the “what” or “how”. However, this is not just some trend blowing up in the business world today. It is actually rooted in human biology. The most central part of the brain is called the limbic system. It controls all decision making. It is also in control of  all our emotions and feelings. So, resonating with your audience will also appeal to the part of the brain that is responsible for action. In other words, if you cannot evoke emotion, you cannot drive behaviour. 

Why Is A Brand Manifesto Important?

Brand Manifesto

Having an attractive brand is vital, however, what is even more crucial is putting out a cohesive message. The company manifesto is not new. However, it is trendy and serves as almost a new type of mission statement. It is a content vehicle for outreach, but also a valuable resource for those internally at your company. A brand manifesto describes why your organisation exists, its purpose and why people should care about your brand. It is typically an emotional story. One that captivates your audience emotionally. It is one that connects with them and persuades them to support your brand. Not only can it build a loyal customer base, but it can also attract top talent to your organisation. 

But how do you find the “why” behind your organisation? How do you really connect with an audience and inspire them to follow you? One of the best places to begin is by writing a brand manifesto. 

Here is how to write a brand manifesto in three steps. 

1. Identify your organisation’s “why”

Brand Manifesto

Your brand’s purpose drives your entire brand manifesto. Without presenting a clear and convincing purpose, your manifesto will come across like an inauthentic, emotionally manipulative sales pitch. Your audience desires to know why they should care about you. Your products “best-in-class” features has never been a fascinating enough reason to back up your business. 

To discover your organisation’s “why”, you should consider asking your founders why they began the company. What problems were they trying to clear up? And why do they want to continue growing the company? You will most likely discover the organisation’s purpose through those answers. 

2. Write in second- or third-person to place your audience into the story you’re telling

Brand Manifesto

In every brand manifesto, the copy pulls people in by consisting of  words such as “we” or “people”. That is because brands know that their audience primarily cares about how the brands can help them.  Therefore, using pronouns such as “you”, “we” and “them” can engage people on a personal level. This puts customers in the narrative the brands are creating. 

3. Describe how your brand’s purpose will improve people’s lives

Many people strive to transcend their current identity and lives. Self-actualisation is a universal goal that almost everyone hopes to achieve.The smartest brand marketers understand this about the human condition. Did you ever notice when reading brand manifestos that most of them are life mantras? Ones that can improve your life?

For example, Nike’s is “define and meet your own greatness”. Another example, Fiat’s is “enjoy life to the fullest” and The North Face’s is “never stop exploring”. In other words, they describe each brand’s purpose in a selfless fashion. By doing this, each company’s brand manifesto can prompt their audience. They can help them to imagine a future with their product or service bettering their lives. 

Conclusion

The article discussed how to craft a brand manifesto and provided a step by step guide to doing so. Your brand’s purpose is one of the most difficult things to pinpoint and communicate. So, do you want to craft a compelling brand manifesto? Do you want to engage your audience? Want to persuade them to support you? Therefore, you need to be able to clearly convey the reason you exist and why anyone should even care. Only then will you be able to build the loyal fans that every single brand craves.

 

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