OK, so you’ve found your new brand position and tagline. You’ve taken the time to discuss it with your key stakeholders and get their buy-in. Now what? Well, my friends, now comes the FUN part! The first thing you’re going to need to write is your brand manifesto. In a short paragraph, what does your company stand for? Why do you exist?
Writing Your Brand Manifesto
It will need to be no more than 200 words. It needs to be clear, it needs to be concise, and when you read it out loud, it needs to grab you in the gut and create an emotional response. The reason that writing a manifesto is critical is that it will help you to synthesize your thoughts and to think about the position. It will become the document you go back to every time you are ready to create a new piece of advertising.
Please note: the brand manifesto should be intended only for internal audiences; however, selectively it might be able to be used externally as well. Write this for you and your team – no one else.
Ready for an example? Well, despite my caution about the external use of a manifesto above, here is the manifesto for Paradux Media Group, as an example.
At Paradux Media Group, we’re fed up with the notion that you have to spend a lot to get a lot in marketing. We’re tired of seeing cookie-cutter and number-based solutions applied uniformly to a variety of clients with different businesses, needs, wants, and desires. We know marketing and advertising is first an art, then a science. We practice our art everyday and measure our effectiveness with science and business results. We’re for the local-business owner that cares about their community. We’re for listening to the business’ needs and using out of the box, social media, guerrilla tactics, and traditional advertising to help them realize their dreams. We believe that a powerful and quality brand should be available to everyone – regardless of their budget.
As you can see, the manifesto doesn’t mince words. It doesn’t take the politically correct view of the world. And it certainly doesn’t use long sentences or look good framed on the wall. It’s the magic ingredient that makes your business, your business, and no one else’s. It’s your secret sauce.
So what is your secret sauce?
- Published: May 6, 2010
- Author: Tisha Oehmen
- Blog: Finding Brand Blog
- Category:
- Tags: Advertising, audience, brand, Brand Creation, Brand management, Brand Manifesto, brand position, Brands Positioning, budget, business owner, Communication Design, community, Creating Brand, declaration of passion, emotional response, graphic design, guerrilla tactic, Manifesto, marketing, Marketing and Advertising, New Brand, Social media, stakeholders, Tagline, Telling Your Story, traditional media
- Comments:
Quacktastic Reviews:
Can not recommend this team enough. What started as a one-time website re-design has evolved into Paradux handling the vast majority of our marketing. Business…
We would not be able to run as smoothing, quickly, or efficiently if it was not for Paradux Media Group. Tisha and team is hands…
Recently, I had the opportunity to work with Paradux Media on a website build, and I just couldn’t have been happier with the process and…
Mike and his team are well known within the region and marketing community as an insightful industry leader. If you are looking for a Marketing…
Paradux Media is a very professional group, and they know what they’re doing. Whether they are placing buys for clients, or producing high-quality TV spots,…
Paradux helped build my business in all capacities. Without them, I would never have had the resources and ability to get so much accomplished –…
Mike, Tisha, and the team can build you anything you want for your company or small business. Very knowledgeable and easy to work with. They…
As a long-time client of Paradux, I can confidently say that their creative team is one of the best in the business. They consistently produce…
Always on time and and priced reasonably. Full service media company.
Always awesome to work with. Professional but comfortable environment which always produces the objectives of our projects. Never disappoints and always on time.
Good on yah for the site. Keep it up.
-Alan
Very good.
Very good.
[…] first thing to consider is what your brand manifesto requires. Is it fun, innovative, brash, friendly, nice, or in your face? Now look around, […]