Made with Xara Cloud | Last updated 30 October 2020 | www.xara.com
Putting the ‘Manifest’ in Brand Manifesto
board.
In all, the why could be a great starting point for your brand manifesto, especially if it’s central to
your brand identity and your product offering really adds something new to the table. But if the
why is all you bring to the table, you need to adjust and support this with your offering as well.
Nailing Your Brand Manifesto
Having examined what is a brand manifesto and the things you should consider as you get
started, let’s put this knowledge into practice and highlight what makes a brand manifesto
great.
1. Summon the Collective Voice
There is no “I” in a brand. Each product is the result of collective action, so the brand
manifesto should reflect that. So always go with ‘we’ when you employ the brand voice.
This implies that the values and purpose you act upon are spread across your
organization — from the employees to the executive suite.
2. Be Bold, Be Active
Yes, it all boils down to grammar. Using the active voice allows brands to be bold and
actually own their actions. Statements starting with “We believe,” “We value,” or “We
reject” are more likely to resonate with the target audience and inspire further action.
3. Own the Status Quo, then Change it
All great brands are fueled by a desire to do things better and revolutionize the niche
they operate in. But this desire alone might not hold ground if you don’t know your
market in order to make room for improvements. Using this knowledge, you can
communicate effectively your plan for change and how you will carry it through.
4. Manifest Your Manifesto
A manifesto is not a ‘one and done’ endeavor. Its premise should be present in all
aspects of the business and inform all decisions moving forward. If you’re a tech
business that believes in a sustainable future, iterate the steps you’re taking to reduce
the carbon footprint of your operations. If you’re a clothing retailer with a clean supply
Made with Xara Cloud | Last updated 30 October 2020 | www.xara.com
Putting the ‘Manifest’ in Brand Manifesto
Manifesto for the Future You Want
Very often, businesses think in terms of ROI and building a loyal customer base. Legitimately, this
makes business sense. But some brands actually manage to transcend the business reality and
drive meaningful changes in the way we experience life in general.
By extending the status quo, successful brand manifestos imagine new realities and disrupt
business as usual. It could be a more sustainable future, better employee welfare, or closing the
gender pay gap. Setting important values at the heart of their purpose is likely to resonate with
their target audience and lead to a better future.