how to write a brand manifesto



You’ve read the title and might be wondering, “Wait, isn’t a manifesto meant for political groups?”

Sure, that’s one use, but a manifesto can be for anyone. It’s a declaration of what you stand for: your intentions, motivations, and beliefs. And it’s not just for big movements; anyone can use it- including B2B companies.

Whether you’re a budding entrepreneur or a business on the brink of breaking through, a company manifesto can define your journey. It’s your principles, your call to action, and a powerful declaration of your presence.

why do you need a brand manifesto

Sometimes, a business needs more than great services and products. Customers also care deeply about a brand’s values.

A 2022 study found that 82% of shoppers prefer brands whose values match their own. Additionally, 75% of shoppers have stopped supporting a brand due to value conflicts.

A manifesto gives you the chance to show your audience that your values match theirs. The statements and principles outlined in it distinctly capture what makes your company and brand unique- and why customers should associate with you.

Sharing your manifesto helps cement your beliefs and acts like a beacon for others who are eager to support your vision. When they read it, they get a better sense of your mission and what makes your organization tick.

elevate your brand’s mission today!

how to write a solid company manifesto in four easy steps

A solid manifesto hinges on two things: authenticity and determination.

You don’t need to be a poet or a firebrand to create a manifesto. Just be real. Tell people what matters to you, what you dream about, and what you want for yourself and for them. Ready to begin? In this post, our Reno advertising agency experts will share a few tips on how to create a solid company manifesto.

1. uncover your core

Whenwriting a manifesto, you need to start by identifying what drives your brand. Here’s how to get to the heart of what you’re all about. 

2. identify your 'why'

Get clear on why your business exists. What big problem are you tackling? What’s the big opportunity you’re chasing? Tap into the passion that got you started in the first place- it’s the fuel for your engine. 

3. define your vision

What’s the big dream here? Picture where you want your business to be in the future and the kind of impact you want to have, both in your industry and on a global scale. Go beyond financial goals and consider how your products can contribute to a better future.

4. establish your values

Figure out the key principles that guide what you do. These values your business stands on, and they should shine through in how you work every day. Think about the culture you want to create at work- what behaviors do you want to encourage? How should the team act? Answers to these questions will shape your everyday actions and decisions. 

craft your manifesto

Now that you’ve dug into the core of your brand, it’s time to put all that insight into words.

Wondering what to write in a manifesto? It’s not all that difficult! A company manifesto should make a bold statement that captures the spirit of your brand and connects with your audience.

hook your audience

Start with a powerful statement that makes people sit up and listen. Lay out the big challenge or issue that your brand tackles head-on. Your opening statement is your chance to show why your message matters right now. 

We’ve listed a few examples of hook statements for different B2B companies:

  • Tech Solutions Provider: “Forget playing catch-up; it’s time to lead the tech revolution. Our solutions keep you cutting edge—always.” 
  • Professional Training Services: “Good isn’t good enough in today’s market. We train your team to excel, outpace, and outperform.” 
  • Manufacturing Equipment Supplier: “Stop letting outdated equipment slow you down. We’re here to turbocharge your production lines with the latest in efficiency-driving technology.” 

introduce your company

Give a quick overview of who you are and what you do. Keep it brief but impactful, focusing on what sets you apart from the rest. What’s the unique twist or value only you bring to the table?

express your purpose

Clearly articulate why you do what you do. Use straightforward language to explain your core motivation and link it to a bigger picture. Consider how what you do connects to a larger cause or makes a significant impact. 

describe your values in action

It’s not enough to just list your values—you need to show them in action. Provide clear examples of how these principles are woven into the fabric of your daily operations. What do you do differently because of your values? Give real-life instances that demonstrate your unique approach. 

look to the future

Wrap up by looking ahead. Restate your vision and outline the steps you’re taking to get there. Mention your future goals and aspirations briefly to give a sense of direction and ambition. You want to inspire confidence and excitement for what’s to come. 

transform your brand with a manifesto

pro-tip: speak in the first or second person

If you’ve ever tuned into a TED Talk or a commencement speech, you’ll notice how personal and direct they feel. Speakers use ‘I’ and ‘we,’ and they talk to the audience as ‘you.’

It’s not about being casual; they’re often discussing serious topics in formal settings. But this approach makes it feel like a one-on-one conversation, which is far more engaging than listening to a corporate statement.

Depending on your style and approach, speaking in the first person (“We believe…”) can make your manifesto feel more authentic and grounded, like a personal pledge from your company.

Alternatively, using the second person (“You can rely on us…”) directly addresses and engages your audience, making them feel part of the conversation and more connected to your message. Choose the approach that best suits your brand and helps build a connection with your readers.

refine and polish

Once the first draft of your manifesto idea is ready, you’ll need to refine it till you get the right mix of phrases and words.

ensure clarity and concision

Keep your manifesto sharp and to the point. It should be easy to grasp. Go through your draft and cut out any industry jargon or unnecessary filler. Remember, if it doesn’t add real value or clarity, it doesn’t belong in your manifesto. Keep refining until what you’re left with is clean, clear, and concise.

maintain brand voice

Your manifesto should sound like it comes straight from the heart of your brand. Use language that reflects the unique personality of your company- whether it’s bold, serious, warm, or friendly. Also, be sure that the tone speaks directly to your target audience—talk their talk.

inspire and motivate

This is where you turn up the heat. Use powerful, evocative language that sparks a fire in your readers. You want them to read your manifesto and feel inspired to join your cause or support your mission statement. Make your words resonate with emotion and drive.

live your manifesto

Your company manifesto isn’t just a document to be filed away- it’s a living part of your brand that should breathe life into every aspect of your business. Here are some tips recommended by our Reno advertising agency to make your manifesto a core part of your daily operations. 

integrate your manifesto into all aspects of your company culture

Weave the principles and values you’ve outlined into the fabric of your company culture. You must align everything from daily routines to company celebrations with the ethos of your manifesto. Make it a reference point in meetings, a framework for company policies, and a benchmark for the behavior you celebrate and reward within your team.

use it to guide decision-making, employee onboarding, and marketing

Let your manifesto guide the big decisions, such as deciding on a new partnership, a market expansion, or an internal change.

This also applies to how you bring new people into the company. Use your manifesto as a cornerstone of your onboarding process to make sure every new employee understands and connects with what you stand for from day one.

Similarly, in marketing, your campaigns should reflect the spirit and letter of your manifesto, communicating your core values and vision to your audience.

regularly revisit and iterate on your manifesto as your company evolves

A company manifesto is not set in stone. As your company grows and the market landscape shifts, your manifesto should evolve, too. Schedule regular reviews of your manifesto to ensure it still represents the heart and soul of your brand. Be open to making adjustments that reflect new goals, insights, and market conditions.

unlock your brand’s true voice

the bottom line

A company or brand manifesto is about discovering and building a connection with your customers. It could be shared values related to culture, education, professional interests, or the like. Articulating and embodying your manifesto lets your brand remain consistent, inspiring, and aligned with your core identity.

Looking for ways to make your brand unforgettable? Connect with Wildish Agency, and let’s work together to craft acompany manifesto that resonates with your audience. Call us today!