Do you want to share your company's values and your brand identity with consumers? Know that the best way to communicate your commitment is to write a brand manifesto ! What is a brand manifesto? How do you write a relevant manifesto? Here are 6 tips to successfully draft this excellent communication tool!
What is a brand manifesto?
A brand manifesto, also called a manifesto, is a message, often relatively short, that summarizes the a company's raison d'être : its commitments, values and the actions put in place to achieve them.
The manifesto can take different formats: written, audio, video, infographic… Whatever format you choose, its goal is to emotionally reach your target to rally people around the brand.
But beware, a brand manifesto is not a marketing tool and it is not there to promote your products or services. It is primarily addressed to your core audience — that is, your customers, prospects, partners, employees, and potential candidates — with the aim of sending them a strong message without commercial presumptions.
Why write a brand manifesto?
The primary purpose of the manifesto is to show that your company is an active player in its sector. You have opinions and you are committed to issues that matter to you. The manifesto will ensure that your brand message is broadcast and heard so that your customers say: this brand has convictions and it isn't afraid to say so!
Secondly, your manifesto should also create enthusiasm around your message. After hearing or reading your statement of intent, your audience should feel like taking action!
Finally, the manifesto also fits perfectly into a brand strategy: while your approach must above all be authentic, it can still be profitable. By rallying people around your brand, the goal is to attract an audience that may become loyal customers and ambassadors.
How to write an engaging brand manifesto?
You will need to convey the brand's DNA through your manifesto and succeed in captivating your audience.
To win your audience's support, here are 6 tips for writing the perfect brand manifesto !
1/ Be consistent
Your manifesto will play a major role in your corporate communication. Its essence is to answer two questions: "Who are we?" and "Where are we going?".
Remember, communication strategy consists of conveying a coherent brand image through your values and the actions taken to uphold them. But to be credible, your company must of course put these principles into practice every day.
For example, you can't talk about sustainable commitment without having implemented an effective environmental policy within your company.
In short, if your digital communication is to represent your company to consumers, it must first guide the decisions of the leadership team, and also motivate your employees' actions.
2/ Use emotions
There's nothing like storytelling to engage people and bring them together around your company! Emotions are powerful levers of engagement. Don't hesitate to convey a positive brand image of your company to inspire both those who work with you and your potential customers. If you manage to touch your audience at heart, your brand manifesto is a success!
3/ Be authentic
The brand manifesto is an excellent tool for both internal and external communication:
- By sharing your intentions on social networks, you improve your e-reputation and your visibility.
- Internally, it will motivate your employees to get involved with your mission and commitments.
But to unite and build loyalty, your message must be authentic and sincere. However, don't spread your manifesto across every social platform, or it will lose authenticity. Remember that you're not there for self-promotion!
4/ Be original
As with any marketing strategy, you'll need to differentiate yourself to attract your target's attention and stand out from competitors. Usually, a brand manifesto is delivered in text. Yet today communicators have a wide range of communication channels at their disposal. Use that variety to send an original message while remaining true to the company's image, of course!
5/ Be corporate
To project a strong brand image, hold a meeting with your entire team. It's a collective effort that involves everyone in the company, so use the opportunity to engage your team. Together, ask yourselves how you want to change the world and how to encourage future customers to follow your brand positioning.
6/ Follow our writing guide
Now that you have a clear grasp of all the important elements to include in your brand manifesto, let's look at how to structure it.
- Start with a slogan or a catchy headline to pique your audience's curiosity and interest.
- Develop the problems encountered by your target audience.
- Describe your company's mission and how you will solve those problems.
- Present the brand's values and your ideology.
- Finish with a brief, impactful conclusion that ties everything together.
Examples of successful brand manifestos
Building a strong, inspiring brand image is not always easy. Here are a few examples that have contributed to a brand's success.
1/ The manifesto of the Le Slip Français brand
This manifesto immerses us in the brand’s world: the challenges encountered and the ways to address them. It’s a very good example for asserting its positioning while projecting an ethical, human brand image.
2/ The manifesto of Biocoop
Motivating, engaging, this is a particularly successful manifesto. At the end of the video, we all want to take action and encourage those around us to do the same! Word of mouth is an excellent marketing lever, and the brand’s communication is perfect for the strategy to succeed.
3/ The manifesto of Asphalte
Here is another very good example of a manifesto. The ready-to-wear e-commerce company clearly stakes out its position for a sustainable future, with excellent showcasing of their products and customer experience. The tone is simple and fraternal. You feel the brand’s authenticity, with the certainty that it keeps its promises!
4/ The manifesto of Coca-Cola
When major brands aim to convey a corporate image, it produces superb marketing campaigns. This Coca-Cola Switzerland manifesto is unifying and inspiring. The famous brand asserts its commitment to living together without discrimination. Result: Coca is perceived as an ethical brand where tolerance is not an empty word. Mission accomplished!
Our tip for writing a brand manifesto
The brand manifesto, like the logo of your visual identity, contributes to building a brand.
To build a strong brand and a strong identity, your editorial message must be impactful. To leave a lasting impression, entrust the writing of your brand manifesto to one of our professional web copywriterss!
