Brand Manifesto: Definition, Tips and Examples
The strategic importance of brand manifestos in defining and differentiating your company
What is a Brand Manifesto?
A brand manifesto is a foundational declaration that outlines a company’s core beliefs and strategic vision. This is a powerful expression that aligns a company’s values with its broader aspirations.
Such document goes beyond marketing, embedding the brand’s philosophy into its identity and driving internal cohesion and external engagement.
Importance of Brand Manifesto in Business
A compelling brand manifesto is essential for crafting a distinct business identity. This articulates the brand’s purpose, influences company culture, and shapes public perception of the brand.
Such manifestos play a pivotal role in how a company is viewed by consumers, who increasingly favor brands that share their values.
In fact, according to a 2022 study by Google Cloud, 82% of shoppers prefer brands whose values align with their own, and 75% have abandoned brands over value conflicts. This emphasizes the importance of a brand manifesto in establishing and maintaining a loyal customer base.
Comparing Brand Manifestos and Mission Statements
Before delving into the comparative details, it’s essential to understand the distinct roles that brand manifestos and mission statements play within a company.
While both are vital to a company’s branding strategy, they serve different purposes and address various aspects of the brand’s communication and identity.
A brand manifesto explores the essence of a brand’s identity, deeply rooted in its core values and vision. This is a broader, inspirational document that aims to resonate emotionally with audiences.
Conversely, a mission statement is typically more focused and practical, defining the organization’s steps to achieve its goals.
Though distinct, a brand manifesto and a mission statement should be within a company’s strategy. Instead, they complement each other, enhancing the overall brand strategy.
The brand manifesto articulates a compelling vision and the company’s foundational values, serving as a beacon that guides the brand’s larger aspirations. This is designed to evoke an emotional response and build a deep connection with the audience.
On the other hand, the mission statement focuses on the organization’s immediate objectives. This is more pragmatic and outlines the practical steps the company intends to take to realize the aspirations set out in the brand manifesto.
Together, they form a cohesive narrative: the mission statement provides the roadmap, while the brand manifesto offers the inspiration and overarching goals that drive the brand forward.
This synergy ensures that every aspect of the organization’s purpose and vision is aligned with its branding efforts, creating a robust framework that supports sustained brand growth and customer engagement.
Key Brand Manifesto Components
Before crafting a brand manifesto, it is vital to understand the components that make it resonant and impactful. A brand manifesto should weave together the core elements of your brand into a compelling narrative.
- Brand Purpose: This is the heart of your manifesto. This answers why your brand exists and what it aims to achieve beyond making a profit.
- Brand Vision: Detail the aspirational future that your brand seeks to create. This should be inspirational and serve as a guide for where the brand is headed.
- Brand Story: Narrate your brand’s journey, including the struggles, successes, and key milestones that define who you are.
- Emotional Story: Connect with your audience on an emotional level by sharing stories that resonate with their values and experiences.
- Overall Story: The overarching narrative should tie all elements together and show how your brand’s history, vision, and purpose align with its values.
These components are foundational to creating a document that does more than communicate; it engages and inspires all who read it. Ensure each element is thoughtfully developed to reflect the true essence of your brand.
Step-by-Step Brand Manifesto Guide
Creating a brand manifesto is a journey of introspection and creativity. Here’s how you can begin this pivotal process:
Step 1. Understand Your Core Values
Start by defining your brand’s core values. These values will serve as the cornerstone of your manifesto.
Step 2. Articulate Your Brand Purpose
Clearly state why your brand exists. Consider what makes your brand unique and how it improves your customers’ lives.
Step 3. Craft Your Brand Vision
Visualize the future your brand is striving to create. This vision should be ambitious and represent your brand’s ultimate goal.
Step 4. Develop Your Brand Story
Compile the key moments and experiences that have shaped you to write a brand manifesto. This narrative should be authentic and engaging.
Step 5. Write with Passion
Use compelling language to inspire, evoke emotions and build a connection with your audience. Your manifesto should not only be read; it should be felt.
Step 6. Revise and Refine
Review your manifesto for clarity and impact. Ensure that it aligns with your brand’s identity and goals.
Step 7. Seek Professional Input
Consider hiring a brand design agency. These experts can provide valuable insights and help refine your manifesto to ensure it resonates well with your target audience.
Following these steps helps you craft a brand manifesto that reflects your brand’s identity and aspirations and inspires and engages your audience. Remember, a strong manifesto can significantly influence your brand’s perception and success.
Analysis of Best Brand Manifesto Examples
Exploring exemplary brand manifestos can provide valuable insights into how successful brands effectively communicate their core values and vision. Let’s analyze a few top examples to understand what makes them stand out.
1. Nike
Somehow we’ve come to believe that greatness is only for the chosen few, for the superstars. The truth is, greatness is for us all. This is not about lowering expectations; it’s about raising them for every last one of us. Greatness is not in one special place, and it’s not in one special person. Greatness is wherever somebody is trying to find it.
Nike’s brand manifesto exemplifies a compelling story of perseverance and achievement. This manifesto effectively communicates the brand’s dedication to inspiring every athlete globally, aligning closely with its vision and core values of motivation, innovation, and inclusion.
2. Moleskine
At Moleskine we believe in the timeless power of handwriting as an essential expression of human civilization, a powerful act to unleash human genius and foster the development and sharing of literacy and knowledge. In a fast-paced technological era, we proudly celebrate the artistry of the human touch; the enduring pleasure of putting pen to paper to unleash your unique voice. We celebrate the solemn, thoughtful and meditative gesture of the pen gliding across a blank page; the romance of crafting a personal story to record a lifelong memory and leave a distinguishing mark in all its unique beauty. Handwriting is both universal and deeply personal. It’s a thoughtful way to express your true self and connect to others in a very intimate yet universally accessible way.
Put pen to paper, and unleash your unique voice.
Moleskine’s manifesto captures the essence of creativity and exploration. This speaks to professionals and creatives alike, promoting the brand as a companion for capturing their thoughts and visions, thus deeply resonating with their brand story of tradition and journey.
3. Under Armour
Our motivation is fueled by our desire to best yesterday.
We don’t reminisce on accomplishment, we trounce it.
While others analyze potential, we ignore it.
We are driven by result.
Potential is unproven, uncertain, unaware.
We’re aware. Aware of what internal triumph can do for the mind, body, and soul.
Aware the only accolades that hold merit are those from within.
Make no mistake, we fight — oh, how we fight.
We thrive on self-satisfaction, not self-promotion.
We push boundaries, not just weights.
We lead because being chased is fuel and that fuel will never fade.
Under Armour’s manifesto portrays resilience and the relentless pursuit of innovation. This aligns with the brand’s vision of empowering athletes everywhere, making it a powerful narrative that connects emotionally with its audience.
4. Nespresso
Our Daily Grind
We are a brand who believes that the best coffee flavours of the world should be accessible to anyone at any time. High heels and suits optional.
And that you don’t need to be a professional barista to make simply divine coffee.
We stand for premium quality coffee that anyone can make from the comfort of their home, and not worry about having no idea how milk and beans go together.
We fight for the creation of great coffee with ease, and for the connoisseur who knows exactly what flavour they fancy today.
Whether it’s the latte or macchiato, sweet or heavy; we fight for a bounty of choices available via the touch of a button.
We are passionate about curating the best coffee experiences on the planet, whilst doing our part to ensure that we look after it sustainably.
Because luxury should not be a compromise; it should be a necessary indulgence.
And we are the ones who will make that perfect cup.
Nespresso. What else?
Nespresso’s manifesto is crafted around the brand’s commitment to exceptional quality and sustainable luxury. This manifesto beautifully articulates the brand’s dedication to providing extraordinary coffee experiences while being mindful of environmental impact, reflecting its core values and vision.
5. Kia
All creative activities begin with a movement!
As designers of movement, with the vision to create sustainable mobility solutions for the consumers, community, and the global society, our purpose at Kia is to deliver innovative products that inspire you when you move and deliver convenient and meaningful services demonstrating our commitment with everyone’s most valuable resource, your time.
We are born in a place of inspiration, passion and enthusiasm.
Our mindset of growth and progress vibrates among all our Kia employees around the world, committed to deliver our brand purpose to you every single day.
Kia’s manifesto underscores a commitment to innovation and sustainability. This aligns with their vision of becoming a leading automotive innovator, focusing on future-oriented values that appeal to eco-conscious consumers.
Brand Manifesto Application and Best Practices
Drawing lessons from successful brand manifestos can help you craft your powerful declaration. Here are some best practices derived from top examples:
1. Ensure Brand Consistency
Maintain a consistent tone and message that reflects your brand across all platforms. This consistency helps reinforce your brand’s identity and aids in building trust with your audience.
2. Align with the Company’s Goals
Your manifesto should reflect your company’s long-term goals. Make sure it aligns with where you see your brand in the future, guiding your strategic decisions and growth.
3. Express What Your Brand Believes
Be clear about what your brand stands for. This belief should be evident in every element of your manifesto, ensuring it resonates with your core audience and differentiates you from competitors.
4. Emphasize Core Values
Your brand’s values are its foundation. Strongly highlight these values in your manifesto to showcase your brand’s ethical and moral stance and enhance its appeal to like-minded consumers.
5. Communicate a Clear Mission
A clear and concise mission helps keep your brand focused and tells your audience exactly what you aim to achieve. This clarity is crucial for transparency and stimulating a loyal customer base.
Adhering to these best practices can help you create a brand manifesto that reflects your brand’s ethos and vision, strengthens your connection with your audience, and enhances your brand’s overall impact and success.
