[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-manifesto":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",52269,{"id":24,"name":25},"author-0301142015","Canto","2020-12-24T18:04:26","2026-05-18T16:13:41","Brand manifesto: A complete guide to writing one that defines your brand","brand-manifesto","The incredible potential of a brand manifesto done right","A brand manifesto goes beyond a simple statement. It is a bold message declaring uniqueness, rebellious attitude and empowering ideas. Learn more here.","What is a brand manifesto? A brand manifesto is a public declaration of what a brand believes, why it exists, and what it stands for beyond its products or services. It captures the values, mission, and emotional conviction that shape a brand’s identity and culture. Unlike a mission statement, a brand manifesto is written to […]","What is a brand manifesto? A brand manifesto is a public declaration of what a brand believes, why it exists,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-brand-manifesto\">What is a brand manifesto?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand manifesto is a public declaration of what a brand believes, why it exists, and what it stands for beyond its products or services. It captures the values, mission, and emotional conviction that shape a brand’s identity and culture. Unlike a mission statement, a brand manifesto is written to inspire genuine connection with both internal teams and external audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa>\u003C\u002Fstrong> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--how-to-write-a-brand-manifesto\">How to write a brand manifesto\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following strategies are designed to push your brand above and beyond the normal results of a standard brand manifesto. You just can’t settle for less.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-1\">1. It’s not just WHAT you say, it’s HOW you say it\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Certainly, the power of a manifesto is in its message, but that message would be greatly diminished if it were written in the wrong tone or voice. There are a couple things to consider here in order to get your manifesto right.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"1200\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-12.jpg\" alt=\"A girl speaking to a room.\" class=\"wp-image-52289\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-12.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-12-300x450.jpg 300w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-12-683x1024.jpg 683w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-12-768x1152.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">First, the manifesto uses its language to unite audience and brand. They often speak to ‘you’, the audience, and they often speak as ‘we’, the brand, but in doing so, they make sure it is as if the brand and audience are on the same page, feeling the same things and working towards similar goals. A brand’s use of ‘we’ in the manifesto is only to indicate a uniting of themselves with their audience in something bigger than themselves.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another thing to remember is that a manifesto thrives in the \u003Ca href=\"https:\u002F\u002Fwww.aje.com\u002Farc\u002Fwriting-with-active-or-passive-voice\u002F\" target=\"_blank\" rel=\"noopener\">active voice\u003C\u002Fa>. This isn’t a requirement, but you’ll understand why it makes sense to use the active vs passive voice in your manifesto. One particular reason is this makes the brand seem to believe in what they’re saying, as if they’re currently doing everything they believe in.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-2\">2. Include a mixture of elements\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A manifesto without a diverse set of different elements will fail to deliver on its promise, which is to show brand’s true colors and inspire its target market. This isn’t to say that a manifesto should follow a set of rules or include so much of a certain element, but brands need a general guideline of what types of things to include.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">First of all, a manifesto needs to inspire, as you know by now. It will struggle to do so without some type of hopeful message. It’s tough to be inspired by a depressing, helpless message, no matter how well they’re written.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190101\u002Fbrand-manifesto-5.jpg\" alt=\"A quill writing a message.\" class=\"wp-image-52281\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190101\u002Fbrand-manifesto-5.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190101\u002Fbrand-manifesto-5-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Another element to include is the semblance of a story, regardless of how brief. These two elements should mix in with your brand’s values and philosophical ideals.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, there will be other elements that you feel fit into your manifesto, but make sure you agree upon a foundation before branching out.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-3\">3. Make a commitment to authenticity\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s easy to write a manifesto with inspiring words and ideas, but if your brand doesn’t fit with these values or lacks a clear direction, the manifesto will seem disingenuous. There needs to be an authentic connection between your brand and what’s being said in the manifesto. This isn’t always so easy to spot or fix, but enough effort will uncover the right balance.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190101\u002Fbrand-manifesto-6.jpg\" alt=\"Two opposing arrows, one that reads 'real', the other 'fake'.\" class=\"wp-image-52282\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190101\u002Fbrand-manifesto-6.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190101\u002Fbrand-manifesto-6-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">An authentic manifesto is put forth by brands who give their audiences a reason to believe in them beyond a product or service offered. They explain the why, as in why they do what they do, and why they plan on pushing forward these beliefs in the future, alongside its customers. Once these concepts are settled, a brand’s manifesto can be put out for all to see without any shame or meekness, as it represents the truth.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-4\">4. If the impact is minimal, don’t bother\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Most would think this would go without saying, but look at any manifesto for a successful brand – none of them are flat, dull or without ambition. A manifesto isn’t a way to show how a brand is great or how a product is high quality. It’s instead a chance to give audiences an idea of how their lives could align in a whole new way with the powerful ideals of this brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190100\u002Fbrand-manifesto-7.jpg\" alt=\"A swinging pendulum.\" class=\"wp-image-52284\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190100\u002Fbrand-manifesto-7.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190100\u002Fbrand-manifesto-7-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A manifesto should be a philosophical urging to push yourself in your own personal life, with the subtle idea that the brand is right alongside you, supporting you forward and mirroring your values so that together you’ll change the world.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-5\">5. Make your manifesto unpredictable\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">No one outside of your brand should be able to guess, within a reasonable closeness, what your manifesto will be. The idea that someone can predict your manifesto should scare you, because a brand’s manifesto isn’t meant to fit in line with its products, services or competitors. It is supposed to take a step outside comfortability and predictability and make a bold statement, declaring itself bigger than ever believed.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190100\u002Fbrand-manifesto-8.jpg\" alt=\"A sky filled with different paths.\" class=\"wp-image-52285\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190100\u002Fbrand-manifesto-8.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190100\u002Fbrand-manifesto-8-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The point, as you have probably realized by now, is to avoid fitting in, or placed into a metaphorical box. You don’t have to promise the world or pretend you’re something you’re not, but there should be a surprising idea inside the manifesto. Make sure it blows customers away and lets them know you’re out to change the world, rather than sell a product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now let’s show you some example manifestos that I liked, and that clearly grasp the concept well.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For more awesome branding tips, check out out comprehensive \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--examples-to-guide-your-manifesto\">Examples to guide your manifesto\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following examples show the true spirit of a brand manifesto, so consider their position in the market and within their industry, and attempt to emulate their success in your own unique way.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">(RED)\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"707\" height=\"515\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190057\u002Fbrand-manifesto-13.png\" alt=\"The (RED) manifesto in words.\" class=\"wp-image-52291\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190057\u002Fbrand-manifesto-13.png 707w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190057\u002Fbrand-manifesto-13-450x328.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Red is a nonprofit organization seeking to help end the AIDS epidemic. They sell products and use the proceeds to benefit anyone suffering from the disease across the planet. In order to differentiate from other nonprofits, they wrote a manifesto that boldly declared the unique ways they are different.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As you can see, (Red) has taken a stance with their manifesto, declaring that things are a certain way, then backing that up with their commitments. Furthermore, they show that they’re not the typical nonprofit, making mundane decisions. Instead, they’re changing the idea of what it is to help one another, and they are proud to share this idea with their audience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Nike\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"319\" height=\"633\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190056\u002Fbrand-manifesto-14.png\" alt=\"The Nike manifesto.\" class=\"wp-image-52292\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190056\u002Fbrand-manifesto-14.png 319w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190056\u002Fbrand-manifesto-14-227x450.png 227w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Nike’s manifesto is an important one, because they’ve always been one of the first to challenge ideas about limitations and expectations of the human spirit. It’s a common theme throughout history to see someone surprise everyone by overcoming something seemingly impossible, and Nike capitalized on this phenomena in their manifesto through the lens of athletics.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Their idea was to offer hope to all who choose to believe, that they in fact could be the best at whatever they do, a ‘superstar’. By doing this, they pushed forth the message that their brand is for everyone, their products are for everyone and anyone who wants to try their hand, has a shot at becoming spectacular.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Apple\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"607\" height=\"422\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190056\u002Fbrand-manifesto-15.png\" alt=\"The Apple manifesto.\" class=\"wp-image-52293\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190056\u002Fbrand-manifesto-15.png 607w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190056\u002Fbrand-manifesto-15-450x313.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Apple has always put forth that they stand behind the idea to ‘think different’. Their products don’t adhere to this idea, and neither do their services, but that’s not the point of a manifesto. A manifesto doesn’t have to be related to what a brand sells in any way, it just needs to capture what the brand believes in and what it wants its audience to see in it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You might notice right away that Apple’s manifesto deals in extremes, exaggerations and hyperbole. This is definitely true, but it works for them, because they were one of the first to do it. They had to find a way to break from the monotony and stand out, and this was their path. Your path will be different, but the example is still relevant.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, let’s make sure you firmly grasp the reason why a manifesto has true importance and look at a few other considerations.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--why-a-brand-manifesto-is-so-important\">Why a brand manifesto is so important\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A manifesto can often act as a guiding force in important things such as hiring decisions, marketing campaign decisions and more. It’s more than a set of rules or guidelines for a brand, though. Instead, it’s a motivational statement that offers the heart and soul of a brand for all to see and encourages all involved to commit to it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190059\u002Fbrand-manifesto-9.jpg\" alt=\"A person holding a compass.\" class=\"wp-image-52286\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190059\u002Fbrand-manifesto-9.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190059\u002Fbrand-manifesto-9-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Having a brand without a well-manicured manifesto is similar to a chicken walking around with a blindfold over its eyes. That’s not to say that a manifesto is a strict instructional on how to move forward, but it offers a driving force to emotionally react to and bond with.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--other-considerations\">Other considerations\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following concepts should act as an underlying guide to your manifesto.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Stay within the true nature of your brand\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">In the world of branding, it’s common (and easy) to copy other brands. All too often, one brand sees another successful brand doing something a certain way and does the same. Sometimes this works, of course. Other times, like in the case of manifestos, it has the potential to make a brand look silly.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190059\u002Fbrand-manifesto-10.jpg\" alt=\"A group of blocks that spell 'values'.\" class=\"wp-image-52287\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190059\u002Fbrand-manifesto-10.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190059\u002Fbrand-manifesto-10-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Normally, we don’t recommend restricting ourselves or holding back, but in the case of a manifesto, that might be good advice, depending on your brand’s personality, products or values. For example, it might work great for a brand to have a manifesto which sounds like they’re screaming it from the rooftops in its language and tone. However, the same manifesto would look goofy if used by a brand known for selling pillows or deodorant. Being inspiring and emotion-inducing is fantastic, but make sure to restrict your manifesto to the nature of your specific brand and what you do.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Should a manifesto be on display for all to see?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The final consideration in building a manifesto is determining who will see it? Again, all brands are different, and some will want it to be an internal-only piece. However, even if you’re one of these brands who has an internal manifesto, it should at least be considered to use the manifesto as a way to offer the outside world a look at your values.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-11.jpg\" alt=\"A building with a message on the side of it.\" class=\"wp-image-52288\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-11.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-11-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190058\u002Fbrand-manifesto-11-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The power of a public manifesto is it offers a chance for customers and potential customers to align themselves with your brand’s ideals. This can build brand loyalty when done correctly, so consider if it makes sense to aim your manifesto for your target market audience.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--closing-thoughts\">Closing thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s too limiting, especially in modern times, for a brand to only exist to help customers with products they sell or services they provide. Their values and ideals have so much more for a customer to benefit from.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Manifestos show that a brand is willing to share their vision with customers, show that they think alike; that they think big.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_manifesto\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190102\u002Fbrand-manifesto-3.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190102\u002Fbrand-manifesto-3-450x263.jpg","The word 'Manifesto' written on a typewriter.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191128\u002Fbrand-recognition-29-1-450x282.jpg",25209,"brand-recognition","Why brand recognition helps businesses: Strategies to build lasting awareness","This is my painless process to gain valuable brand recognition that you can implement right away. Sound interesting? Learn more here.","\u002Fblog\u002Fbrand-recognition\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191006\u002Fbrand-value-chain-25-450x263.jpg",35887,"brand-value-chain","Brand value chain: How brands build and measure lasting value","The brand value chain opens the door to insight, which leads to success. Here’s a simple breakdown of the model to help you achieve your goals.","\u002Fblog\u002Fbrand-value-chain\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190612\u002Fmillennial-branding-9-450x263.jpg",41982,"millennial-branding","Adapting to change: Secrets of millennial branding","When it comes to millennial branding, you cannot fake it ‘til you make it. Your efforts have to adapt to an aging group. Here’s how to get it right.","\u002Fblog\u002Fmillennial-branding\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789275709807]