Sunday, August 9, 2009

writing a brand manifesto

From David at brandgymblog:
Brand manifestos are a better way to work on the vision for your brand, allowing you more freedom to express yourself, and [to help identify] what you really want to "fight for".

What are your guiding principles, beliefs and issues you want to take a stand on?

I encourage people to use provocative language, not politically correct corporate speak.

There are a series of exercises in Brand Vision to use in creating a brand manifesto, including:

1. If you were on a protest march in the street to fight against something, what would you write on your banner? And if you were to flip this into a positive and fight for something, what would you write?
2. What is the bigger role your brand can play in everyday life? What sort of "legacy" would you like to leave behind after 5 years on the brand?

A comment on David's post reads: we forget that we're supposed to be engaging people. Not clients. Not consumers. But people. And the only way to really do this is to talk in simple, human terms.

Jennifer Rice says on her blog:

So I see a brand manifesto as a declaration of 1) the core intention of the brand, 2) the guiding principles of the brand, and 3) the policies that guide each department to effectively realize the stated intention. So unlike brand visions or missions (which only focus on intention), a brand manifesto should get into the nitty gritty of turning the intention into reality.

Ultimately, a manifesto needs to put a stake in the ground - what do you stand for? what do the people who subscribe to your vision believe in? what world do you and they want to see?

Take a stab at it, it might feel poetic, it might feel liberating, it might just be the best thing you ever did for your brand. :)


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olle said...

That's good advice. I always try to ask, instead of "what's the product/service we're selling", to ask "what's the/our meaning". This also helps with finding a natural new place for a brand in the world. And nobody buys 9 mm screws, but rather 9 mm holes. Not entirely true, but it often helps to move focus. And a brand manifesto should absolutely be right on the meaning.

Brand Strategy said...

brand manifesto crystalizes and clarifies the revolutionary intention of an organization, and it asks others (employees and customers) to join together and make it a reality. Powerful stuff. Not easy, but powerful.

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Successful brands are those that embody the organization's represent the truth of how they really operate.