May 25, '20
The matter in the manifestos.
Why has no one created a manifesto strong enough to move markets since Apple’s Think Different?
We, as a branding studio have been in business for quite a few years now. We have created enough brands, conducted ample research, and built truly timeless identities to be here, today to ask the world, why are we not creating brand manifestos anymore?
What does it mean to manifest?
In a spiritual sense, manifesting means to desire something, and believing it so hard, it becomes reality. In a dictionary sense, to manifest is more in the lines of demonstration, to show, to bring something into reality, to make something synonymous with the evident, to make something apparent to the senses. In some other vague terms, it is to materialize something intangible.
What are brand manifestos?
A brand manifesto is a generous mixture of all the above meanings. In reference to the idea of a brand, a manifesto is the reason for a brand’s existence. It is an inspired, powerful, navigating piece of brand literature that is at the core of your brand’s existence.
A brand manifesto clearly and creatively articulates what the brand stands for.
A good manifesto will not just give you a powerful place in the market, beneficial to drive more consumers to trust you, It will also give your team, your employees a bigger motivation to be a part of something bigger and have the power to propel the brand forward.
You have to think differently to buy an Apple™️
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
These are the most powerful words, when it comes from a brand. It didn’t just drive sales, but changed how brands think, do, and communicate. This is the ideal example of a good brand manifesto.
The vision, the mission, and the brand manifesto
If you are confused between the three, your mission and your vision serve the function of providing you with a direction.
The manifesto is the mitochondria, the power house of your brand.
It fuels your organization with not just a purpose but also a philosophy of what you believe in, and what change you are making in the world with your existence.
A resourceful tool for big campaigns
A great manifesto is the fodder for your best advertising campaign ever.
When we talk about marketing and manifestos, we will let the boss do the talking. Steve Jobs perfectly summarized how this affects your brand’s belief and how you communicate about it.
A small guide if you are considering creating your brand’s manifesto.
Associate with something, a belief, to have people associate with you. We do not just buy the product today, consumers are also interested in buying what you stand for, your story.
Simon Sinek made it important to determine the ‘why’ of your brand with his golden circle. And that is a good start on your eBay to your brand manifesto.
You can even have separate internal and external manifestos, custom to the end-user, and the team that is working for your organization.
According to an April 2017 piece in AdAge, consumers are going to “increasingly demand and require companies to take a stand on major cultural and political issues, in addition to providing truly transformational products and services, in exchange for their mind share, spend, loyalty and brand love. And they will exercise their dollar vote, accordingly.”
Have a little human in the brand, for the brand is a personification of an idea.
Unlike political manifestos, a brand manifesto has to be creative in nature. Creative because it has to have that feeling that gives you goosebumps, an urge to give them a standing ovation. Copywriting is called business poetry by Ueno and it stands true when it comes to a brand manifesto. A manifesto is a preview of how the world looks like, with you in it.
In the end, it should be a piece, if read by anyone could fill them with power and motivation to make a change.
Come, let’s change the world with your brand, at Slangbusters Studio.
— by Manas, Content Strategist, Slangbusters Studio
