Behind every great brand manifesto are legions of loyal fans
A brand manifesto is more than a mission or vision statement; it’s a call to arms.
If there’s one thing that should be kept as far away from internal approval rounds as humanly possible, it’s a brand’s manifesto. You can spot one that’s been through the wringer a mile off. It ends up as a beautifully typeset collection of buzzwords that could just as easily belong to two (or three) of its competitors. There’s nothing left: no edge, no soul, no real meaning.
Unlike love, I believe it truly is better to have never brand manifested than to have brand manifested and lost.
What is a brand manifesto?
You’re probably thinking, Of course, I know what that is. And sure, it’s a snapshot of a brand’s values. But it’s more than that. A brand manifesto is the soul of a company. The heart. The belief system. It’s the placard a brand proudly pins its hat to and marches behind. When it’s done right, there’s no difference between an “internal” and “consumer-facing” manifesto. And yet, I’ve worked with companies that have both. That’s always been a bugbear of mine. Why the split? Consumers and colleagues are the same. They’re people. And the right words, the right beliefs, the right manifesto? They’ll move both.
Why do so many brands get it wrong?
Too many approval rounds. Each one strips away more of the magic and the guts from that first draft that probably just needed a little polish. Add a few buzzwords, mix up the mission with manifesto, and suddenly it’s all gone beige. Generic. Forgettable.
Don’t mix up your vision, mission + manifesto!
Most articles overcomplicate this stuff. I won’t. I’m keeping it dead simple. You might even think I’m kidding. (I’m not.) And hey, if you disagree, reach out. I love a good debate, especially on this topic.
Vision: Someday.
What you ultimately want your brand to become or impact. It’s your North Star.Mission: Today.
What you’re doing right now. Your products, services, and actions that move you toward that vision.Manifesto: The soul.
Not a mission statement. Not a tagline. A manifesto is your brand’s heartbeat. It’s a bold declaration of why you exist, what you believe in, and what you refuse to stand by and watch happen.
Let’s be honest: most mission statements are dull, forgettable, and written for boardrooms. Manifestos? They’re for your people. Customers. Employees. The real ones. When done right, they don’t just inspire they direct. They guide mindset, shape culture, and drive action.
Let’s skip to the good part.
Here are a few manifestos I think are solid examples, just to whet your appetite. I like to imagine these being scribbled onto a bar napkin late at night by cofounders overflowing with conviction. No customer personas. No EBIT. No investor decks. Just raw passion. This is the purest, most unfiltered expression of what these brands believe in and are willing to fight for in the noisy chaos of capitalism.
Apple, the OG of brand manifestos
I can’t discuss this topic without bringing up the ultimate brand manifesto. Today, it might sound familiar, echoed by countless brands inspired by it. But back then? It was revolutionary. Fresh. Unheard of.
More brilliant brand manifestos
Here are some brand, campaign, and product manifestos from past and present that truly resonate and still ring loud and clear.
A few tips for creating your manifesto.
What’s your brand’s story? Craft your manifesto. Keep it clear, make it feel, and watch your brand come alive. Here are some quick, no-nonsense tips from me:
Don’t overthink it. Please, don’t spend weeks polishing your manifesto. If it doesn’t flow naturally, you’ve got bigger work to do than just writing words.
Skip endless approval rounds. This is a manifesto killer. My advice? Choose the people who truly get your brand, those who live and breathe it, and let them write it (with a copywriter’s help, of course, wink-wink).
Speak as your brand speaks. Don’t try to sound cool, edgy, or like the latest tech giant. Your manifesto should feel like your brand is talking directly to me, the reader.
Cut the buzzwords. A few are okay, but only if they’re genuine and relevant. Replace the overused ones like innovation, passion, drive, and power with real, everyday words. You’ll feel the difference instantly.
One manifesto only. Don’t write two versions: one for consumers and one for internal use. That’s confusing and a convenient excuse to skip real clarity.
The Creative Manifesto, 2025.
Funny thing, halfway through writing this, I got the urge to draft The Creative Manifesto, 2025. It’s been brewing in my mind after countless talks with clients and creatives. It’s far from perfect, but that’s precisely the point. Anything truly from the heart isn’t polished to perfection, and that’s why it connects.