February 1, 2016

How to craft a brand manifesto

Craft a successful and engaging brand with a brand manifesto – and shout it from the rooftops! Brands like Apple are so successful partly because they lead with “why” they do what they do and not “what’ they sell. By leading with their emotional standpoint, they’re able to make meaningful connections and long-lasting relationships.

We got some top tips from Sarah Grieb, copywriter extraordinaire. She explains that creating an emotional value is fundamental for winning over your audience.

What do you stand for?

So how are you going to win the hearts and minds of your customers? Have a think about what you stand for. What do you care about? One way to approach this is to create a brand manifesto: a declaration of your beliefs, opinions, motives and intentions’. Here’s a few tips to consider when creating a manifesto with real meaning…

Go back to the beginning

Think about why you started your business in the first place. What were your motivations? What were your goals and aspirations for an optimistic future?

Pull together

Ask colleagues, employees or anyone who knows your business as well as you together to share ideas, more heads are better than one.

Consider your customers

Who are they and what are their biggest passions? Nike understood its sporty audience were active, driven and motivated so their brand slogan” ‘Just do it’ perfectly captured a shared view.

Keep it simple

A brand manifesto can be one line or a series of short statements that sum up your opinions and values.

Be disruptive

Don’t be afraid to be challenge the status quo. Your manifesto could be a rallying cry and invoke a response.

Here are some brand manifestos we love at MOO:

1. The North Face

The North Face live by the statement “Never stop exploring”. They’ve created a highly emotive brand manifesto with this video which captures what they stand for and what they care about. It works because their audience shares this view.

2. Apple

Supports their brand slogan “Think different” and it’s communicated in everything they do. They’re renowned for innovation, pushing the boundaries and challenging the impossible.

3. Levi’s

It sets out an optimistic future, engaging its audience with an active, motivational message reinforces their “Go Forth” campaign.

So, what do you stand for? What is it that makes your business unique? We’d love to hear your manifesto.


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