How to create a brand manifesto for your company

Connect with customers using your brand manifesto, and then track your brand’s growth over time.

Advertisements are everywhere. As a business owner, how can you market your brand so that it stands above it all? Evoking emotion is a good start because once you evoke emotion, you can influence behavior. Creating a brand manifesto can help you get there. 

Here are a few reasons a brand manifesto can be important to your business: 

  • People are surrounded by marketing, seeing messages from many companies every day. A brand manifesto elaborates on a brand mission and brand vision, providing a fuller narrative of why your company can solve a consumer problem.  
  • Truly resonating with your audience is a key to continued success. Communicating to your audience in a way they understand goes a long way. It helps establish trust and a loyal customer base.
  • It’s an important part of an overall brand strategy. A brand manifesto offers consumers a reason why your business is operational and should also reflect your company's core values.

To truly build this connection, companies often turn to a brand manifesto. A brand manifesto is one of the best ways to explain your company’s drive and dedication. 

What is a brand manifesto?

A brand manifesto is your organization's purpose statement explaining why consumers should care about your product or service. Your statement should appeal to consumers' emotions in a way that gives them a favorable impression of your brand. A good brand manifesto will make consumers feel like they are part of your organization's purpose. Your brand manifesto should explain the "why" of your business's mission and vision statement. It should also echo your brand voice. 

A brand manifesto can be a rallying cry that pulls from strong emotions related to commitment, philosophy, hope, or excitement. These emotions serve as the driving motivator for your audience to take action. A brand manifesto tells your audience why they should care about your brand and subscribe to it. 

Here’s a checklist explaining a brand manifesto:

  • A brand manifesto is a statement of an organization's purpose and why people should care about your brand. It offers more insight into your mission and vision statement. 
  • It is a statement that aims to appeal to an audience's emotions, invoking a favorable impression of a company's products or services. A brand manifesto seeks to deliver a personal message that resonates with consumers.  
  • It's not enough to tell the audience what you stand for; a brand manifesto helps the audience see themselves as part of it. It elaborates your brand's purpose with a relatable narrative.
  • A brand manifesto is a key part of branding and gives an organization an opportunity to clearly state "why" it does what it does and why consumers should subscribe to it.
  • A brand manifesto is similar to but distinct from a brand voice, mission statement, vision statement, or set of values. It's a short story giving more insight into how consumers can see themselves as part of your brand's mission.

How to create a brand manifesto

So, how do you create a meaningful brand manifesto that inspires action? You can expand on that idea if you have a good mission statement. As long as you know who your audience is, you can use your brand's purpose to build a story that connects people to your products and services, and by doing this, you also create a community of people who support your goals. 

1. Determine your brand’s purpose

An organization must look inward and decide the "why" of its purpose. The best way to get your audience's attention is to talk about why your company is operating. The "why" should ultimately reflect your selling products or services. Focusing on why you're selling instead of what you're selling. Speak to the consumer's need you’re helping. Learn how to build a brand purpose that resonates with your customers. 

2. Understand your audience

You need to understand how people see your brand to understand how they can relate to it. An effective way to get to know your audience is through customer feedback. Momentive, the creator of SurveyMonkey, is an experience management solution platform that delivers insights. Momentive's AI-powered platform can provide real-time feedback about your products and services and, with the right questions, can also provide the "why" behind your customer's shopping and product experience. Track your brand’s performance and spot market trends.

3. Write a story that connects with people

People must feel that the brand mission resonates with who they are or want to be. Think about why you started your business. How did you think your product or service would change consumers' lives for the better? What are the values that stand behind that reasoning? 

Now, think about the kind of actions that align with those values. How does your product or service help consumers adopt and contribute to your company goals? Lastly, how can these answers create a story that will inspire consumers to become loyal customers? Merging a compelling brand story that succinctly aligns with your mission statement and your audience's values can help you write a brand manifesto that connects with people.

4. Use the story to create community

People must feel that they're part of the vision the brand is creating. When you appeal to your audience's wants, needs, and beliefs, you create a platform for people to share their common interests, and your brand will be the center of it all. This movement can provide a further reach in other communities than traditional marketing strategies. The community you create through your manifesto gives people a better understanding of the purpose behind your brand–and makes them more susceptible to buying products related to it. 

Examples of great brand manifestos

So what does a brand manifesto look like? We’ve chosen 3 examples from Arc’teryx, New Balance, and L’Oréal to provide unique brand manifesto examples:

  • L’Oréal is a cosmetic company presenting the reason or "why" people should buy their beauty products on their company website. The company's brand manifesto is stated before its purpose, immediately tapping into consumers' emotions with a universal understanding: "The desire for beauty has existed since the beginning of humanity." It's a statement that might be challenging to argue, but then it establishes common ground: "We know that beauty is more than just looking good. Beauty gives us confidence in who we are, who we want to be, and in our relationships with others." L'Oréal makes an effort to get personal because they mention relationships. But notice it doesn't mention any of their products either. They build up their manifesto to evoke emotions with a conclusive repetitive statement that explains why they act using "we," including the consumer, to be part of the company's purpose.
  • Arc’teryx is a manufacturing and design company for outdoor sports like skiing and climbing extreme mountain environments. Their band manifesto expands on their brand purpose of providing simple solutions to complex challenges. And while this purpose can apply to many businesses, the brand manifesto taps into the feeling of sporting pioneers who desire to "create what does not yet exist." The company further elaborates on emotions by highlighting how "passion and curiosity fuel a continual drive to explore, to push the boundaries of what is known, regardless of assumptions." Arc'teryx's brand manifesto is a movement that aligns with athletes with an innovative spirit. 
  • New Balance is a sporting apparel company. Their purpose statement is "to empower people through sport and craftsmanship" and "to create positive change in communities around the world." The company uses this purpose to build its brand manifesto of "lifting underserved communities through access and opportunity to health and education." This example of a brand manifesto sells ideals and values before the product. The idea of helping underserved communities can tap into the emotions of people who come from that community and the people who have the desire to help humanity. 

TIP: Improve your brand awareness by efficiently surveying your target market.

Get a brand manifesto template

A brand manifesto is about finding and establishing common ground with your customers. It could be shared values on culture, education, profession, or pursuits of wealth, notoriety, information, passion, or lifestyles. Using the right market research solutions can help you find those common interests. Learn about your brand perception while gaining insights about your audience using our brand tracker

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