We know the term “manifesto” carries a negative connotation, but in the marketing world, a “brand manifesto” isn’t just a positive — it is the heart and soul of your brand.
A brand manifesto isn’t a slogan, nor a tagline, nor even a mission statement — it’s the deeper story of why your company exists, what you stand for and where you’re headed. And a great brand manifesto inspires employees, draws in customers and differentiates your business from the competition.
But it isn’t for every business, and it’s certainly not something to write just for the sake of having one.
If you’re wondering what a brand manifesto includes, how you can create one and whether it even makes sense for your business, we can help!
What Exactly Is a Brand Manifesto?
Think of a brand manifesto as a declaration of your brand’s beliefs. Where a mission statement usually focuses on what you do, a manifesto digs into the reasons you do it and what you believe about the world.
It’s typically written in bold, emotional language that goes beyond business goals. It should communicate both passion and purpose, paint a clear picture of what your brand is looking to change or create, and speak to your team and your customers alike.
A good example? New Balance’s brand manifesto, which you can read in full here. But here’s an excerpt:
“Our purpose captures what our brand stands for, reflects our long-standing values, and is woven into every aspect of our company. We strive to unite people through sport and its principles of respect and fair play. We believe we can help shape the future of sport and culture in which all voices are welcome and heard. We are committed to creating positive change by lifting communities through access and opportunity to healthy, active living and education. Every person associated with New Balance — including our associates, athletes, ambassadors, and partners — has a responsibility to embrace, endorse, and amplify our purpose.”
Why You Might Want a Brand Manifesto
A manifesto can serve as an inspiration for your employees, helping your team feel connected to something bigger than their daily tasks. It shows customers what you stand for and helps them feel aligned with your values.
It’s also great marketing fuel if you can figure out how to repurpose your manifesto into social content, campaigns and culture-building materials.
Why You Might Not Want a Brand Manifesto
Not every business needs to draft a manifesto, however. If you’re a small, local shop where personal relationships already carry your brand values, a formal statement might feel unnecessary.
Also, if you don’t yet have clarity around your mission and audience, forcing a manifesto too early can come across as inauthentic or hollow.
How to Create a Brand Manifesto That Resonates
If you think a brand manifesto makes sense for your business, and that now is the time to deploy one, here are a few simple steps to get you started:
- Start with your “why.” Ask yourself, “Why does this company exist beyond making money? What motivates us every day?”
- Identify your core beliefs. List the principles that guide your decisions. Do you believe in accessibility, sustainability, empowerment, innovation? When you lay your core beliefs on the line, you attract other likeminded people.
- Write for emotion, not jargon. This isn’t a technical document. Your manifesto should inspire people, not confuse them with corporate-speak. Keep bold, clear, and above all, human.
- Involve your team. The best manifestos come from collective input. Talk with employees, leadership and even loyal customers. The more perspectives you have, the more authentic your final product will be.
- Include your team. Your manifesto isn’t just for customers. Ideally, it should reflect what your team as a whole believes and serve as a creed everyone abides by. In the New Balance example above, its specifically mention every person involved with New Balance — not just the people who buy their products.
- Keep it flexible. Your manifesto is your north star, but your business will evolve. Make sure it’s broad enough to stay relevant and easy enough to tailor, even as you grow.
Are You Ready to Manifest Marketing Success?
A brand manifesto is a powerful tool when it’s genuine, thoughtful and grounded in real values. Done right, it doesn’t just tell people what your brand is about; it makes them feel it. But it’s also OK to grow into it. For some companies, a manifesto is a rallying cry. For others, the brand story is better told through everyday actions.
Either way, the key is authenticity. Your audience can spot a hollow statement a mile away — but they’ll rally behind a brand that knows who it is and why it exists.
Do you want to create a brand manifesto that resonates internally as well as externally? Mischa Communications can help! Get in touch today.