A Declaration of Passion

Your manifesto has the power to capture the lightning bolt that is the reason your business exists, and drive it deep into the culture of your business.

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I have talked a lot throughout this blog about the power of a manifesto, why they are important, and how to draft them. However, I was talking with a client this week and I described it, for the first time, as a “Declaration of Passion.” Moreover, in that moment, the somewhat nebulous concept became clear and the real power of the manifesto was revealed.

Definition of a Manifesto

Photo Credit: jvee16
Photo Credit: jvee16

For those of you who may not have been following along, a manifesto is a tool that you use internally, to motivate, to inspire, and to provide richness and meaning to the tagline. It is the backstory. It is NOT politically correct. It is never going to hang in the Board Room. At its best, it is raw, pound-on-the-table, and raise-the-hair-on-your-arms. If you do not feel “charged” as you are reading the manifesto aloud, you have not put enough truth in it.

The Power of a Manifesto

Think about the power that could belong to your “Declaration of Passion.” It is a declaration of what your business is passionate about, why your business exists, and what your business stands for. It has the power to capture the lightning bolt that is the reason your business exists, and drive all the energy and power deep into the culture and every fiber of your business. It provides the backstory for the tagline and most importantly, it provides context for the employees. It allows the reader to recruit themselves to your team and, through the employee’s passion, to recruit customers to your business. As if that was not enough, the manifesto also immediately shifts the reader to the mindset of the brand and allows the active reader to channel the brand and to become an extension of the brand position.

If you do not have your own Declaration of Passioncheck out this post to learn about how to create your own Declaration of Passion.


Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

Reader Interactions


  1. Aayna says

    It is of much importance to communicate to the target audience about the passion of the company, to occupy space in their hearts. Thanks for the share.

  2. Fatima says

    A great approach to developing a tagline and a clear purpose of the business. This is much valuable information for business owners and managers. Thanks for sharing the thoughts.

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