How to write a manifesto

Writing a brand manifesto is a company’s proclamation of the deep meaning of its commitment. This influential brand marketing tool describes a firm position and exposes the “driving” convictions that guide a company’s behavior. It is intended for its external or internal environment, for its customers, prospects, partners, candidates or employees. Here are some tips on how to write a manifesto.

1)     When you write a manifesto: teamwork is key

Brainstorm your ideas. At first, don’t feel like you have to know exactly what you’re going to say. Just write down your ideas in small brainstorming sessions. There are many ways to brainstorm. Choose the one that works best for you and allows you to write down your ideas freely. The key is not to criticize, but to be open to ideas.

2)     Tell your story

The manifesto tells the story of the brand’s belief system, asserts its values and explains its raison d’être: it’s about expressing the reasons why your brand exists and why you and your team get up every day. What do you believe about this sector and the issue?  What is your brand’s mission to respond to the problem?

3)     When you write a manifesto: write a clear message

Think of your manifesto as a concentrate of the ingredients that bind your company together.  The message your customers will remember is: this company has convictions; it knows where it is going and it is not afraid to say so. For your employees, your manifesto should inspire them to participate in your mission, it should make them feel part of something big, beautiful and motivating.

4)     Start acting

Give a plan of action. Don’t just give your ideas. Offer a direction for change. Manifestos are revolutionary in nature. While not all revolutions are equal in scope, they all share this desire for change.

5)     Be concise

A well-written manifesto is crisp and clear. The objective is clear and the intent is accurate. Its meaning and purpose are unmistakable. By keeping your manifesto concise, you avoid straying from the subject.

When you write a manifesto, forget the rules. If your writing is honest and speaks to you, it will probably speak to your readers as well.