To inspire your audience to be loyal to your brand, you must have a core message that focuses on your brand’s purpose and shows Why Yours brand worth following. To do this, you need to create a brand manifesto that expresses your brand’s values.
A compelling brand manifesto will appeal to your audience’s emotions and show the “why” behind your organization.
But do you find the “why” behind your organization? How do you connect with your audience and inspire them to follow you? Here’s what you need to know about a brand manifesto as a marketer, how to craft one, and examples of successful brand manifestos.
Why a Brand Manifesto is Important for Your Business
10 Examples of the Best Brand Manifestos
how to write a brand manifesto
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What is a Brand Manifesto?
A brand manifesto explains why your organization exists, what its purpose is, and why people should care about your brand. It is usually an emotional story that draws in your audience, connects with them emotionally, and persuades them to endorse your brand.
Not only can this build a loyal customer base, but it can also attract top talent to your organization.
Why a Brand Manifesto is Important for Your Business
Having quality products is not always enough; Consumers also care about the values of the brand. According to a 2022 study commissioned by Google Cloud, 82% buyer Seek to align the brand’s values with your own values.
Furthermore, 75% of shoppers said they were turned away from a brand because of conflicting values.
A manifesto is an opportunity to reassure your target audience that your values align with theirs, thus building trust and customer loyalty.
10 Examples of the Best Brand Manifestos
To give you some inspiration for your own brand manifesto, here are some examples to consider.
1. Poseidon Dive System
Poseidon Dive System’s manifesto appeals to its audience’s thirst for curiosity, freedom and adventure.
Essentially, the company’s manifesto gives the impression that Its products are designed to help consumers in their journey to explore and deeply understand the ocean.
What we like: The manifesto uses descriptive language such as “under the sea” and “incredible creatures” to paint a picture of the exploration of an underwater world.
In doing so, the brand describes an enchanting world and tells its audience that its products can take them there.
2. Under Armor
The manifesto of sportswear company Under Armor talks about the competitiveness of athletes or anyone on their fitness journey. However, instead of inciting Its audience competes against others, explains the manifesto The goal of the brand is to help consumers compete with themselves.
The idea is to help consumers push their limits and become the best version of themselves.
What We Like: The manifesto adds context to Under Armour’s simple motto – Overachieve.
3. Nespresso
Nespresso’s manifesto makes it clear that the brand believes that everyone should be able to enjoy premium coffee, regardless of status. Manifesto Contains All the Right Words to Set the Tone Brands – “Premium,” “Fancy,” and “Luxury.”
However, the brand quickly establishes that you don’t need to be a coffee connoisseur to break out your best suit and enjoy its product.
What we like: The manifesto gives the impression that Nespresso products are luxurious yet affordable and articulates Nespresso’s values – the company is not elitist. It believes that everyone should have access to great coffee.
4. Moleskine
Moleskine’s manifesto captures the beauty and art of writing with phrases such as “the serious, thoughtful and meditative gesture of a pen gelding upon a blank page.”
Whether journaling, note-taking, or outlining – writing is a personal and artistic expression.
Highlighting this in its manifesto shows that Moleskine is in tune with its audience.What
What we like: Moleskine’s manifesto reflects the continuity of the brand. The company manufactures paper and writing products, and its manifesto reflects both its products and its consumer values.
5. Kia
KIA’s manifesto doesn’t contain much vivid imagery, but it does state the company’s goal in simple language. KIA aims to provide innovative products that are convenient and respectful Its consumers most valuable resource is their time.
What we like: If you’re not one for flowery writing and overly descriptive language, this manifesto shows that it’s possible to articulate your values with simple prose.
6. Nike
Even though Nike endorses some of the biggest names in sports, such as LeBron James, Cristiano Ronaldo and Serena Williams, it never boasts about how the world’s best athletes use its equipment.
Instead, Nike has skyrocketed the brand to the top of the sporting equipment industry – emotional resonance.
Nike wants people to understand that success doesn’t mean being the greatest of all time. It means that you made every effort to be the best possible version of yourself.
What we like: Nike’s manifesto perfectly expresses the “why” behind its brand – to empower every athlete, regardless of their talent or ability, to reach their potential and achieve greatness.
7. Fiat
Fiat isn’t just selling a sleek, Italian car. It’s selling a lifestyle. In its brand manifesto, you get a glimpse of the life it wants to offer to its customers – a life they can live with burning passion and thrilling excitement.
However, Fiat doesn’t want its customers to live carelessly. It wants them to cherish the little things in life as much as the big things.
So the “why” behind Fiat’s brand isn’t really changing the lifestyle of its customers – it’s changing its attitude towards life. And it’s a compelling mission.
What we like: The manifesto appeals to one emotion – love. The words “love” and “passion” are used several times in his manifesto.
8. The North Face
Most travel equipment brands focus on how its products can enable you to travel and explore your surroundings, which is engaging on the surface. But, in The North Face’s brand manifesto, this dive goes another layer deep. Why We explore.
What we like: By describing how exploring helps us better understand ourselves, The North Face’s purpose is clear – it not only wants to help us explore more and change for the better , helps us live a more fulfilling life, and cherish what we have.
9. Apple
Steve Jobs’ bitter disdain for the status quo compelled him to shatter conventional wisdom whenever possible, creating a rift so significant between him and his colleagues that it ousted him from the company he founded Was.
Despite all its controversy, however, Steve Jobs’ ability to think differently fueled Apple’s innovation and turned it into a new most valuable brand in the world,
The story of Steve Jobs is the driving force behind Apple’s purpose. If Apple can inspire people to think differently and challenge the status quo, it can help advance society and change the world – just like it did.
What we like: Apple’s manifesto tells the story of misfits and the obstacles they have to overcome because of their differences. Storytelling is a great way to appeal to emotion.
10. Levi
No one wants to coast through life. But, too often, we get carried away—and we don’t even realize it’s happening.
To help yourself settle into life before it’s too late, Levi’s has crafted a brand manifesto that’s so overflowing with purpose that it begs to be believed Eeyore from Winnie the Pooh To make your mark in the world.
Levy’s manifesto encourages its audience to make the world a better better place, saying that all they need is their gut instinct and the clothes on their backs to make an impact.
What we like: Levi’s articulates a brand purpose that almost any man will follow passionately for the rest of his life – never compromise.
how to write a brand manifesto
- Identify the “why” of your organization.
- Write in the second or third person to place your audience in your story.
- Describe how your brand’s purpose will improve people’s lives.
1. Identify the “why” of your organization.
Your brand purpose drives your entire brand manifesto. Without a clear and concrete purpose, your manifesto will sound like an inauthentic, emotionally manipulative sales pitch.
Your audience wants to know why they should care about you – and the “best-in-class” features of your product have never been reason enough to support a business.
To uncover the “why” of your organization, ask your founders why they started the company. What problem were they trying to solve? Why did it bother him so much? And why do they want to grow the company?
Most likely you will find your organization’s purpose in those answers.
2. Write in the second or third person to place your audience in your story.
In each of the above brand statements, you’ll notice that you are drawn in by the inclusion of the words “we” or “the people” in the copy. That’s because Nike, Fiat and The North Face all know that audiences care primarily about how brands can help them.
Using pronouns like “you,” “we,” and “them” (when referring to a customer base) can engage people on a personal level and keep them in the narrative that brands are creating.
3. Describe how your brand’s purpose will improve people’s lives.
Most people aspire to transcend their present identity and life. Self-actualization is a universal goal that almost everyone wants to achieve. And the smartest brand marketers understand this about the human condition.
For example, did you notice that the manifesto of each of the above brands is a life mantra that can improve your life? Nike – Define and meet your greatness. Fiat – Enjoy life to the fullest. The North Face – Never stop exploring. Apples – Think differently and challenge the status quo. Levi – Never settle in life.
By describing each brand’s purpose in a truly selfless way, each company’s brand manifesto can inspire viewers to envision the future. The brand’s product or service makes their life better.
Start with ‘Why’.
Your brand’s purpose is one of the most challenging things to pinpoint and communicate. But if you want to craft a compelling brand manifesto that will engage audiences and persuade them to support your brand, you need to be able to convey that you exist and why anyone should care.
Only then will you be able to garner the loyal following that every brand seeks.
