A brand aims to develop a core identity that is consistent over time, avoiding fades at all costs. A brand manifesto is an articulate statement of intent, a clear synthesis of what the brand stands for, for customers and the world.
The brand identity in the corporate branding context is shown through the brand’s physical dimensions such as products, name, graphic design, and expressed through the brand image and personality.
The brand manifesto is a creative statement; it is inspiring, and talks about the brand’s relationship with the user. It connects with rational motivations, and -most importantly- with the gut and the emotions that tie the customer to the brand.
An honest brand manifesto motivates and portrays the reason why brand employees and managers believe in the purpose of the brand every day at work. The brand manifesto transcends any corporate mission, vision, and values -although it draws from them-.
A brand manifesto cannot be based on trends or commercial claims; it is not a corporate slogan. For a brand, this is a declaration of principles implying internal-external values, a defined brand personality, and a reason to exist beyond commercial exchanges and brand profit.
Ethics and brand intangibles are required to create an honest manifesto. The process will force you to reflect on the essential emotional root of your brand and how, through it, it transforms your client’s life.
Brand manifestos are not written under extreme formalities, they are a creative exercise that conveys facts, dreams, aspirations, and motivations. Remember, when creating a brand manifesto, you are not selling your products or services, you must think beyond that.
A purpose encloses values, beliefs and distances us from our competitors. Therefore, selling (and representing) something more than a product or service is essential to position the brand at an emotional level.
First of all, you need to define your emotions, going beyond rational attributes and product benefits. You can conduct a focus group among different teams inside the organization to extract precise brand information. Sharing the brand’s story, milestones, and anecdotes can lead to open dialogue defining the brand story as a creative process.
You need to set clear the company’s intentions and motivations because when writing a brand manifesto, you want to evoke an emotional response in the audience. The emotional statement aims to drag your consumer’s attention and give them something they can relate to.
A brainstorming session can help you write down clear answers for some brand aspects that can lead you to connect with the brand’s truth.
You can discuss relevant questions with your team to generate new ideas, such as:
-How is the brand contributing to creating a better world?
-What social values do we stand for?
-How do we make our customer’s life easier, happier, or more productive?
-What is the brand essence or core DNA?
-Is there a background story related to founders?
-Why does the brand exist?
The answers will focus your complete attention on the brand’s core purpose and give you clues to write a declaration guided through ethical drivers beyond competence. The key is being authentic and giving the consumer a reason to care.
When creating a brand manifesto, you must realize you are appealing directly to your customer. Be approachable, use pronouns like “we,” “you,” “us”, you are telling a story, be honest in order to engage with them. The creative writing of a brand manifesto brings your client closer to your brand’s narrative.
The brand manifesto must be concise but inspirational, clear enough but leaving space for imagination, universal yet personal to connect.
A brand manifesto must invite customers to act or feel identified in the shared dreams, goals, and ethics. Use the brand manifesto in your communication strategy and spread your purpose. The manifesto will guide and convey what you represent as a brand, and how you are changing your customer’s life.
Think of a brand manifesto as a bridge to create new and lasting human connections. It is your brand journey, celebrate it, honor it and fulfill it. If the brand manifesto is written from the heart, customers will notice.
Originally published at: ELLE Education Business > https://elle.education/en/business/how-to-write-a-brand-manifesto/