Why You Need a Brand Manifesto

Why You Need a Brand Manifesto


A brand manifesto is defined as a statement of one’s beliefs, values, motives and intentions. A business that is transparent with what they believe in are more likely to attract customers that feel the same way. A brand manifesto will help potential customers gauge if our business is right for them, or wrong. The other benefits of a brand manifesto is forming an emotional connection with people. A brand that is set on eco friendly goods and creating a natural brand are more likely to inspire and spark interest in their target audience than a brand whose values are of primarily money.

In order to write a brand manifesto you need to be true to why you started your business. Someone with the wrong intentions will find it very hard to stay transparent and true to themselves and their whole brand will suffer from it. A brand manifesto runs deep in your entire business, branding and without your story the visual identity side tends to fall flat.

The charms of a small business is the personal aspect, in which you can create connections with people bigger brands wouldn’t dream of. How many clients have turned into lifelong friends? This doesn’t happen without a clear brand manifesto.

“Stay true to your values. That’s why you were a success in the first place, and that’s how you make incredible things happen.” – Rafe Offer

So how can you write a brand manifesto?

First, you need to think of your values and beliefs.  This might be that you support eco friendly products, or you might insist on high-quality products, or believe that your business should spark inspiration and creativity. Whatever your values are, they are yours and that is what matters. Don’t worry about if your brand manifesto isn’t good enough, if they come from the heart and speak the truth then that’s all customers will care about.  

Take a look at some of these examples of part of a brand manifesto:

Creating a culture of warmth and belonging, where everyone is welcome - starbucks


We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to markeT - ADIDAS


Our Social Mission compels us to use our Company in innovative ways to make the world a better placE - ben & jerry’s

Has this helped you in creating your brand manifesto? I’d love to hear yours! If you need branding help, download my free Brand Personality workbook here!

Rebecca Turnbull