How to Craft a Brand Manifesto [Guide + 10 Examples]
By cchi@hubspot.com (Clifford Chi)
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To inspire your audience to be loyal to your brand, you need to have a core message that focuses on your brand’s purpose and shows why your brand is worth following. To do this, you’ll need to craft a brand manifesto that expresses your brand’s values.
A compelling brand manifesto will appeal to your audience’s emotions and show the “why” behind your organization.
But how do you discover the “why” behind your organization? How do you connect with an audience and inspire them to follow you? Here’s what you as a marketer need to know about brand manifestos, how to craft one, and examples of successful brand manifestos.
Why a Brand Manifesto is Important to Your Business
10 of the Best Brand Manifesto Examples
How to Write a Brand Manifesto
What is a brand manifesto?
A brand manifesto describes why your organization exists, its purpose, and why people should care about your brand. It’s typically an emotional story that captivates your audience, emotionally connects with them, and persuades them to support your brand.
Not only can it build a loyal customer base, but it can also attract top talent to your organization.
Why a Brand Manifesto is Important to Your Business
It’s not always enough to have quality products; consumers also care about a brand’s values. According to a 2022 study commissioned by Google Cloud, 82% of shoppers want a brand’s values to align with their own.
Furthermore, 75% of shoppers said they’ve parted ways with a brand over conflicting values.
A manifesto is an opportunity to assure your target audience that your values align with theirs, thus building trust and customer loyalty.
10 of the Best Brand Manifesto Examples
To give you some inspiration for your own brand manifesto, here are some examples to consider.
1. Poseidon Dive Systems
Poseidon Dive System’s manifesto appeals to its audience thirst for curiosity, freedom, and adventure.
Essentially, the company’s manifesto gives the impression that its products are designed to help consumers on their journey to explore and deeper understand the ocean.
What We Like: The manifesto uses descriptive language like “beneath the sea” and “incredible creatures” to paint the picture of an underwater world worth exploring.
In doing so, the brand describes an enticing world and tells its audience that it’s products can take them there.
2. Under Armour
Sportswear company Under Armour’s manifesto speaks to the competitiveness of athletes or anyone on their fitness journey. However, instead of insinuating its audience competes against others, the manifesto explains the brand’s goal is to help consumers compete against …read more
Source:: HubSpot Blog
