How to Craft a Brand Manifesto [Guide + Examples]

InSimon Sinek’s famous Ted Talk “伟大的领导者如何激发行动”，他充实了一个概念，其中一些最具启发性的领导人和组织（尤其是苹果，马丁·路德·金（Martin Luther King Jr.）和赖特兄弟（Wright Brothers））利用了忠实的追随者。叫做从原因开始。

从原因开始suggests that if your brand truly wants to inspire an audience to follow you, your core message should focus on your organization’s purpose -- not how you make your product or what your product is. Spotlighting why people should care about your organization is how Apple, Martin Luther King Jr., and the Wright Brothers ultimately built a body of support for their causes, even though they all faced fierce competition.

Simon Sinek’s notion that people buy the “why” behind your organization, not the “what” or “how”, isn’t some idealistic trend catching fire in the business world today. It’s actually rooted in human biology. To explain further, the most primal part of the brain is called the边缘系统, and it controls all decision making. It also happens to control all of our emotions and feelings.

So, resonating with your audience will also appeal to the part of the brain that’s responsible for action. In other words, if you can evoke emotion, you can drive behavior. If you can’t do the former, though, you’ll struggle to build a loyal following, let alone sell them anything.

But how do you discover the “why” behind your organization? How do you actually connect with an audience and inspire them to follow you? One of the best places to start is by writing a brand manifesto.

最好的5个品牌宣言示例

1.耐克

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Even though Nike endorses some of the biggest names in sports, like LeBron James, Cristiano Ronaldo, and Serena Williams, they never boast about how the best athletes in the world use their equipment. Instead, they stick to what has skyrocketed them 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 you could to become the best possible version of yourself. And that’s the “why” behind their brand -- to empower every athlete, regardless of their talent or ability, to reach their potential and achieve their own greatness.

2.法定

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菲亚特不仅出售一辆时尚的意大利汽车。他们正在出售生活方式。在他们的品牌宣言中，您可以瞥见他们想要为客户提供的生活 - 他们可以充满激情和激动的兴奋生活。

However, Fiat doesn’t want its customers to live recklessly. They actually want 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 their customers’ lifestyle -- it’s changing their attitude toward life. And that’s a compelling mission to have.

3. The North Face

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Most travel equipment brands focus on how their products can enable you to travel and explore your surroundings, which is engaging on the surface. But, in The North Face’s brand manifesto, they go another layer deeper by diving intowhywe explore.

By describing how exploring helps us understand ourselves better, The North Face’s purpose is crystal clear -- they not only want to help us explore more, but they also want to help us change for the better, lead more fulfilling lives, and cherish what we have.

4. Apple

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在他的整个职业生涯中，史蒂夫·乔布斯（Steve Jobs）被认为是疯狂的。他对现状的痛苦不屑一顾，迫使他在他和他的同事之间驾驶如此巨大的楔子，迫使他离开他创立的公司。bob全站app

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

史蒂夫·乔布斯（Steve Jobs）的故事是苹果目的背后的推动力。如果他们能够激发人们的思维方式不同并挑战现状，那么他们就可以帮助社会前进并改变世界 - 就像史蒂夫·乔布斯（Steve Jobs）一样。

5. Levi’s

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No one wants to coast through life. But, a lot of times, 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 convinceEeoyre from Winnie-the-Pooh在世界上留下自己的印记。

通过询问他们的听众是否他们了world any better and telling them that all they need is their gut instinct and the clothes on their back to make that impact, Levi's conveys a brand purpose almost everyone would passionately follow for the rest of their lives -- don’t ever settle.

1.确定您的组织的“原因”。

您品牌的目的推动了您的整个品牌宣言。在没有提出明确和令人信服的目的的情况下，您的宣言似乎是一个不真实的，情感上的操纵性销售。您的听众想知道为什么他们应该关心您 - 您的产品的“一流”功能从未成为支持业务的足够理由。

To uncover your organization’s "why”, consider asking 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.写第二或第三人称，以使您的听众进入您讲的故事。

在上面的品牌宣言,您将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 that their audience primarily cares about how the brands can help them, so using pronouns like "you”, "we", and "them” (when referring to their own 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.

大多数人渴望超越他们当前的身份和生活。自我实现是几乎每个人都想实现的普遍目标。最聪明的品牌营销人员就人类状况了解了这一点。

For instance, did you notice how each of the brand manifestos above is essentially a life mantra that can improve your life? Nike -- define and meet your own 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.

通过以如此无私的方式描述每个品牌的目标，每个公司的品牌宣言可以促使他们的观众想象他们的产品或服务改善生活的未来。bob全站app

从原因开始

您品牌的目的是确定和交流的最具挑战性的事情之一。但是，如果您想制作一个引人入胜的品牌宣言，该宣言会吸引观众并说服他们支持您的品牌，那么您必须能够清楚地传达出您存在的原因以及为什么有人应该关心的原因。只有这样，您才能建立每个品牌渴望的忠诚。