How to write a strong brand manifesto

1.???? Include your ‘Why’

As Simon Sinek puts it: ‘Start with why’. Not just important when writing a brand strategy, but also a good starting point for a manifesto. The Why – as you probably know – answers questions such as: What is the bigger problem you are solving? Or; what are your dreams, your vision for the future, what makes your company tick? This should be the common theme of your manifesto.

2.???? Write a story

You should take the reader by the hand. And the best way to engage the reader is by writing a short story. And I don't necessarily mean an archetypical story, but something containing a plot, which is logical and compelling, with a beginning and an end, fully engaging the reader. For the length, I always imagine a one-pager in a newspaper. The reason why stories work, is that the format easily locks in the reader’s attention. Besides that, human beings are better wired to remember a story above a list of insights, competencies, values, promises, etc.

3.???? Begin and end with something strong

You start with a phrase that triggers curiosity and draws in the reader. Maybe something counter-intuitive. Or a bold statement. Or something with the ring of ‘once upon a time’ – after all, we’re writing a story here. And you end with a phrase that sums up your story – and maybe even circles back to your opening phrase! Preferably this final phrase is very catchy, and can maybe be used stand-alone, in advertising. Something people remember when you ask them a couple of days later what the brand stands for. Often, it is your brand’s pay off.

4.???? Include your values

Your core values shape your organization and define your brand’s ideal image. The manifesto is therefore the perfect document to explain your values and let them shine.

Note 1; you could sum them up, but to my earlier point, integrating them in your story makes them easier to remember.

Note 2; in a brand strategy, I always aim for no more than 3 brand values, so that they are easy to remember. More importantly, so that the generic and obvious ones (read: the ones that are hygiene) are left out.

5.???? Use your tone of voice

Quite an obvious point, you might think, but not every brand has a tone of voice (e.g. smart, powerful, funny, friendly, etc). If you don’t have a tone of voice – or a defined brand personality – a good moment to start thinking about it, is when writing a brand manifesto.

6.???? Make it accessible

Though your tone of voice might influence the style of your text, the most effective manifestos are simple, honest, and/or personal. With which I mean; don’t use generic, vague or complicated marketing or corporate jargon. Write your manifesto as if you’re directly talking to someone (let’s say, as if sitting at a bar). So that everyone understands what you’re trying to say, and your brand becomes human and accessible.

7.???? Be inspiring

Trigger the reader’s imagination. For example, by using poetic language, metaphors, or popular archetypes. You can also trigger someone’s imagination by describing an ideal world or – more specifically – a world that facilitates happiness, self-actualization, power, love, freedom, control, etc. (think the opening phrase of trailer: “in a world…”). When you do this, both your employees as well as your potential customers get excited about your brand, want to become part of it, or – when doing a really good job – love it.

8.???? Exaggerate (a little)

This one goes hand in hand with my previous ‘do’, but what I mean primarily is; blow the reader out of the water. Therefore, be ambitious and don’t be afraid to exaggerate. Unless exaggeration collides with your brand personality (as in: modest), or it oversells your product too much. Internally, exaggeration (and repetition, for that matter) is important because when your manifesto trickles down your organization, it will be watered down. Due to politics, sloppy memories, or indifferent attitudes. Externally, your manifesto is also a sales pitch. Which means that your stakeholders – such as investors and (potential) customers – should be impressed about what you have to offer.

9.???? Make it visual

It helps when your text looks interesting to read. The easiest way is by using a distinctive type face – probably part of your visual identity. You can also design the text with a rhythm, putting the emphasis on certain phrases or words, and drawing the readers’ attention to the most important parts (people are generally lazy readers). Speaking of rhythm, repeating certain words or phrases in your story, helps people to remember your manifesto - it's how many classic fairytales work. When using a designer in the process, the words combined could even have a shape that matches your brand or logo. The playfulness depends on your brand personality, but whatever you do, make the text (and the overall art direction) draw people’s attention – even before having read a single word.

10.? Ask a copywriter

The text should be spotless and spot on. And it should be flowing smoothly. That’s why you want a copywriter to write it. Or at least have a copywriter check or improve it. Most copywriters are also the ones who can give your content the creative touch, so that it becomes spicy, catchy, exciting, funny, etc. In any case, avoid the manifesto to become a generic, lengthy, boring, or clunky piece of text.

Good luck! Or, for feedback, questions or help, mail me at: [email protected].

PS The image is the first phrase of one of my favourite brand manifestos. When I see the commercial (using the manifesto), I still get goose bumps.

PPS The Apple-manifesto proves that you don't have to adhere to every 'do' in my list. In fact, it might be impossible to do so. What's more, when you write your own, creative and distinctive brand manifesto, you might want to disobey some of the rules I've formulated.

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