How to craft a brand manifesto
In the attention economy, a manifesto is no longer just a nice-to-have; it’s a must-have. A well-crafted manifesto is your brand’s North Star—a rallying cry that defines who you are, what you stand for, and where you’re going. Think of it as a declaration of intent, the backbone of your brand’s ethos. Here, we explore how to craft a manifesto that resonates, inspires, and galvanizes.
1. Start with Why
Simon Sinek was onto something when he encouraged brands to start with their "why." A manifesto is not about the products you sell or the services you offer; it’s about the belief system that underpins your existence. Why does your brand matter? What is the change you’re trying to make in the world? Articulate this with clarity and conviction.
Consider Patagonia: their manifesto isn’t about jackets or climbing gear; it’s about saving the planet. That ethos infuses every aspect of their business. Your manifesto should elevate your brand from a mere provider of goods to a champion of something bigger.
2. Speak Human
Forget the jargon, the corporate-speak, and the sanitised language of business plans. A manifesto demands humanity. Write as if you’re speaking to one person—your ideal customer—over a cup of tea or coffee. Use words that stir emotion and invite connection.
Ben & Jerry’s, for example, don’t just talk about ice cream; they speak of fairness, sustainability, and love—in a tone that’s as warm and approachable as their Chunky Monkey flavour.
3. Be Bold, but Real
A manifesto should feel unapologetically ambitious but never disingenuous. It’s a balancing act: you’re painting a picture of the future while staying grounded in what you can authentically deliver. Overpromising leads to disillusionment; underpromising fails to inspire. Ask yourself, “Does this feel true to our brand, and does it push us to be better?”
4. Show, Don’t Just Tell
A manifesto is more than a string of well-chosen words. It’s about backing up those words with action. If your brand is about sustainability, your manifesto shouldn’t just say that you care about the environment; it should show how you’re doing it, from sourcing to packaging to giving back. Actions reinforce words, building trust and credibility.
5. Root It in Your Brand’s DNA
A manifesto should feel intrinsic to your brand’s identity, not an add-on. Take time to uncover the threads of your story: why you started, the values that drive you, and the community you serve. A great manifesto doesn’t come from thin air; it’s already there, waiting to be uncovered.
A great example? Aesop’s manifesto is woven through their understated, purposeful retail spaces and their evocative product descriptions. They don’t just sell skincare; they cultivate moments of quiet luxury and thoughtfulness.
6. Make It a Living Document
Your manifesto isn’t carved in stone. The world evolves, and so should your brand’s vision. Revisit your manifesto periodically to ensure it still aligns with your goals and the cultural context. It’s a compass, not a cage.
7. Design Matters
A manifesto isn’t just words—it’s an experience. Whether it’s printed in a booklet, shared in a film, or displayed on your website, ensure the design reflects the spirit of your words. Typography, colour, and layout contribute to how your audience feels when they encounter your vision.
Final Thoughts
In an increasingly commoditized world, a manifesto is your chance to say: “This is who we are. This is what we believe. Come with us.” The principles remain the same whether you’re an artisanal bakery or a global tech brand. Be clear, be human, and above all, be bold. A great manifesto doesn’t just tell people what to think; it invites them to join a movement.
So, pick up your pen, gather your team, and start drafting. The world is waiting to hear what you have to say.