Brand Manifiesto

A clear brand identity and values ​​are necessary to create a brand manifesto, a statement of intent where emotion is everything. Today we share some ideas on how to create one.

A brand identity in a corporate branding environment is represented by the physical dimensions of the brand (eg, product, name, graphic design) and expressed through the brand image and personality.

A brand's goal is to develop a core identity that remains consistent over time and avoids fading at all costs. A brand manifesto is a clear statement of intent that clearly synthesizes what a brand means to customers and the world.

A brand manifesto is a creative statement; it's inspiring and talks about the brand's relationship with its users. It connects to rational motivation and, most importantly, to the intuition and emotion that connect customers to a brand.

An honest brand statement can inspire and demonstrate why brand employees and managers believe in what the brand means every day at work. A brand statement transcends all company mission, vision, and values—even though it borrows from them. A brand statement is driven by authenticity and it must express this through stances, values ​​and attitudes.

A brand statement must not be based on a trend or a commercial proposition; it is not a company slogan. It is a policy statement for a brand that implies intrinsic and extrinsic values, a defined brand personality, and a raison d'être that transcends commercial exchange and brand profit.

Creating an honest manifesto requires ethical and brand intangibles. This process forces you to think about the core emotional roots of your brand and how it can change your customers' lives.

Brand manifestos are not written in extreme form, they are a creative exercise that communicates facts, dreams, aspirations and motivations. Remember, when creating a brand statement, you don't need to sell your product or service, you need to think beyond it.

Purpose encompasses the values, beliefs and differentiates us from our competitors. Therefore, it is important to sell (and represent) more than a product or service in order to position the brand on an emotional level.

How to Write a Brand Manifesto: Creative Execution Tips

First, you need to define your emotions beyond rational attributes and product benefits. You can conduct focus group discussions among different teams within your organization to extract accurate brand information. Sharing brand history, milestones and anecdotes can spark an open dialogue that defines brand history 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 issues 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 the founders? 

-Why does the brand exist? 

Answers will keep you focused on your brand's core purpose and provide you with guidance as you craft a statement guided by ethical drivers that transcend competence. The key is to be authentic and reassure consumers.

When creating a brand statement, you need to realize that you are addressing your customers directly. Be approachable, use pronouns like "we," "you," "us," you're telling a story, and connect with them honestly. Writing a brand manifesto creatively can bring your brand narrative closer to your customers.

A brand manifesto needs to be concise but inspiring, clear enough to leave room for the imagination, generic but personal to connect. A brand manifesto is not a "look how cool we are" slogan without practical meaning. As mentioned earlier, a manifesto is a form of creativity in pure honesty.

A brand statement must invite customers to take action or identify with shared dreams, goals and ethics.

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.