Connect with us

MARKETING

How to Craft a Brand Manifesto [Guide + 10 Examples]

Published

on

How to Craft a Brand Manifesto [Guide + 10 Examples]

To inspire your audience to be loyal to your brand, you need to have a core message that focuses on your brand’s purpose and shows why your brand is worth following. To do this, you’ll need to craft a brand manifesto that expresses your brand’s values.

A compelling brand manifesto will appeal to your audience’s emotions and show the “why” behind your organization.

But how do you discover the “why” behind your organization? How do you connect with an audience and inspire them to follow you? Here’s what you as a marketer need to know about brand manifestos, how to craft one, and examples of successful brand manifestos.

What is a brand manifesto?

Why a Brand Manifesto is Important to Your Business

Advertisement

10 of the Best Brand Manifesto Examples

How to Write a Brand Manifesto

Start with ‘Why.’

Free Download: How to Create a Style Guide [+ Free Templates]

Not only can it build a loyal customer base, but it can also attract top talent to your organization.

Advertisement

Why a Brand Manifesto is Important to Your Business

It’s not always enough to have quality products; consumers also care about a brand’s values. According to a 2022 study commissioned by Google Cloud, 82% of shoppers want a brand’s values to align with their own.

Furthermore, 75% of shoppers said they’ve parted ways with a brand over conflicting values.

A manifesto is an opportunity to assure your target audience that your values align with theirs, thus building trust and customer loyalty.

10 of the Best Brand Manifesto Examples

To give you some inspiration for your own brand manifesto, here are some examples to consider.

Advertisement

1. Poseidon Dive Systems

Screenshot of Poseidon Dive System's brand manifestoImage source

Poseidon Dive System’s manifesto appeals to its audience thirst for curiosity, freedom, and adventure.

Essentially, the company’s manifesto gives the impression that its products are designed to help consumers on their journey to explore and deeper understand the ocean.

What We Like: The manifesto uses descriptive language like “beneath the sea” and “incredible creatures” to paint the picture of an underwater world worth exploring.

In doing so, the brand describes an enticing world and tells its audience that it’s products can take them there.

2. Under Armour

Screenshot of Under Armour's brand manifestoImage source

Sportswear company Under Armour’s manifesto speaks to the competitiveness of athletes or anyone on their fitness journey. However, instead of insinuating its audience competes against others, the manifesto explains the brand’s goal is to help consumers compete against themselves.

The idea is to help consumers push their own limits and become the best version of themselves.

Advertisement

What We Like: The manifesto adds context to Under Armour’s simple motto — overachieve.

3. Nespresso

Screenshot of Nespresso's brand manifestoImage source

Nespresso’s manifesto makes its clear the brand believes everyone, regardless of status, should be able to enjoy premium coffee. The manifesto includes all the right words to set the tone for the brand — “premium,” “fancy,” and “luxury.”

However, the brand quickly establishes you don’t need to break out your best suit and tie or be a coffee connoisseur to enjoy its product.

What We Like: The manifesto gives the impression that Nespresso products are luxurious yet affordable and makes Nespresso’s values clear — the company isn’t elitist. It believes everyone should have access to superb coffee.

4. Moleskine

Screenshot of Moleskine's brand manifestoImage source

 

Moleskine’s manifesto captures the beauty and art of writing with phrases like “the solemn, thoughtful, and meditative gesture of the pen gelding across a blank page.”

Advertisement

Whether journaling, note-taking, or outlining — writing is a personal and artistic expression.

Highlighting this in its manifesto shows Moleskine is in tune with its audience.What

What We Like: Moleskine’s manifesto shows brand consistency. The company manufactures paper and writing products, and its manifesto reflects both its products and its consumers values.

5. KIA

Screenshot of Kia's brand manifestoImage source

KIA’s manifesto doesn’t include much vivid imagery, but it lays out in plain language the company’s goal. KIA’s purpose is to deliver innovative products that are convenient and respects its consumers most valuable resource — their time.

What We Like: If you’re not one for flowery writing and overly descriptive language, this manifesto shows it’s possible to clarify your values with simple prose.

6. Nike

Screenshot of Nike's brand manifesto

Image source

Advertisement

Even though Nike endorses some of the biggest names in sports, like LeBron James, Cristiano Ronaldo, and Serena Williams, it never boasts about how the best athletes in the world use its equipment.

Instead, Nike sticks to what has skyrocketed the brand to the top of the sports equipment industry — emotional resonance.

Nike wants people to understand that success doesn’t mean becoming the greatest of all time. It means you did everything possible to become the best possible version of yourself.

What We Like: Nike’s manifesto perfectly expresses the “why” behind its brand — to empower every athlete, regardless of their talent or ability, to reach their potential and achieve their greatness.

7. Fiat

Fiat Brand Manifesto

Image source

Fiat isn’t just selling a sleek, Italian car. It’s selling a lifestyle. In its brand manifesto, you get a glimpse of the life it wants to offer customers — a life they can live with burning passion and thrilling excitement.

Advertisement

However, Fiat doesn’t want its customers to live recklessly. It wants them to treasure the little things in life just as much as the big things.

So the “why” behind Fiat’s brand isn’t really changing its customers’ lifestyle — it’s changing their attitude toward life. And that’s a compelling mission to have.

What We Like: The manifesto appeals to an emotion — love. The words “love” and “passion” are used multiple times throughout its manifesto.

8. The North Face

Screenshot of The North Face's brand manifesto

Image source

Most travel equipment brands focus on how its products can enable you to travel and explore your surroundings, which is engaging on the surface. But, in The North Face’s brand manifesto, it goes another layer deeper by diving into why we explore.

What We Like: By describing how exploring helps us understand ourselves better, The North Face’s purpose is crystal clear — it not only want to help us explore more and help us change for the better, lead more fulfilling lives, and cherish what we have.

Advertisement

9. Apple

Screenshot of Apple's brand manifesto

Image source

Steve Jobs’ bitter disdain for the status quo compelled him to shatter conventional wisdom whenever he could, driving such a significant wedge between him and his colleagues that they forced him out of the company he founded.

Despite all his controversy, though, Steve Jobs’ ability to think differently fueled Apple’s innovation and transformed it into the most valuable brand in the world.

Steve Jobs’ story is the driving force behind Apple’s purpose. If Apple can inspire people to think differently and challenge the status quo, it can help propel society forward and change the world — just like he did.

What We Like: Apple’s manifesto tells a story of misfits and the hurdles they have to overcome due to their differences. Storytelling is an excellent way to appeal to emotion.

10. Levi’s

Screenshot of Levi's brand manifesto

Image source

Advertisement

No one wants to coast through life. But, often, we drift away — and we don’t even notice it happening.

To help catch yourself settling in life before it’s too late, Levi’s crafted a brand manifesto overflowing with so much purpose that it could convince Eeoyre from Winnie-the-Pooh to make his mark on the world.

Levi’s manifesto encourages its audience to make the world a better better place and says all they need is their gut instinct and the clothes on their back to make that impact.

What We Like: Levi’s conveys a brand purpose almost anyone would passionately follow for the rest of their lives — don’t ever settle.

1. Identify your organization’s “why.”

Your brand’s purpose drives your entire brand manifesto. Without a clear and convincing purpose, your manifesto will seem like an inauthentic, emotionally manipulative sales pitch.

Your audience wants to know why they should care about you — and your product’s “best-in-class” features have never been a compelling enough reason to support a business.

Advertisement

To uncover your organization’s “why,” ask your founders why they started the company. What problem were they trying to solve? Why did it bug them so much? And why do they want to keep growing the company?

You’ll most likely find your organization’s purpose within those answers.

2. Write in second or third-person to place your audience into your story.

In each of the brand manifestos above, you’ll notice that the copy pulls you in by including the words “we” or “people.” That’s because Nike, Fiat, and The North Face all know audiences primarily cares about how the brands can help them.

Using pronouns like “you,” “we,” and “them” (when referring to a customer base) can engage people on a personal level and place them in the narrative the brands are crafting.

3. Describe how your brand’s purpose will improve people’s lives.

Most people aspire to transcend their current identities and lives. Self-actualization is a universal goal that almost everyone wants to achieve. And the smartest brand marketers understand this about the human condition.

For instance, did you notice how each of the brand manifestos above is a life mantra that can improve your life? Nike — define and meet your greatness. Fiat — enjoy life to the fullest. The North Face — never stop exploring. Apple — think differently and challenge the status quo. Levi’s — don’t ever settle in life.

Advertisement

By describing each brand’s purpose in a genuinely selfless fashion, each company’s brand manifesto can prompt audiences to imagine a future with the brand’s product or service bettering their lives.

Start with ‘Why.’

Your brand’s purpose is one of the most challenging things to pinpoint and communicate. But if you want to craft a compelling brand manifesto that will engage an audience and persuade them to support your brand, you must be able to convey the reason you exist and why anyone should care.

Only then will you be able to build the loyal following that every brand craves.

brand style guide

 

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Trends in Content Localization – Moz

Published

on

Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How AI Is Redefining Startup GTM Strategy

Published

on

How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

More promotions and more layoffs

Published

on

More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

Advertisement

Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

PX3zocqNZfzMbWNEZhW9dZnAgkdPrLW8fjkrbVrcEkrNJpJiXrVKkjlQ0Tzuj8YKh Ht9HTEvmxDDt0ZsntfYiZHS0NJ7zEZ 6yMT3OjZajbaXBFV1D2Pk5euJeHKdRuzOzM5ZUxwNtsVNaiIbNrd Q

Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

FIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fcFIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fc

Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

Advertisement

Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS