Values

This is usually the first and most important manifesto brands write. If your brand hasn’t written any of the other ones on this list, this is a great place to start. This is the manifesto you want to write if you’re going through a rebrand, redefining your purpose, establishing your legacy, or drawing a line in the sand.

The best versions of these are specific and focused enough to guide internal decisions. They set the foundation for new hire orientations, they can rally current employees, and they re-invigorate folks who have been there a long time. The best ones are hung on a wall.

The secret to these scripts is specificity. These manifestos thrive on details. Specifics are the proof that you actually do believe in your purpose as much as you say. You know the pain points. The opportunities. The magic everyone else misses. This is also a valuable pressure test. If you can’t fill your manifesto with these details, it’s a red flag. You might have the wrong insight or the wrong theme for your idea.

Establish a key philosophy guiding your decision making. One way in: show the problem, them pivot to your POV on the topic, then show us the world it creates.

Completely unravel the logic of a societal norm or common belief. Confidence is key. Go hard. Be ready to offend people. The ones who aren’t will love you for it.

Give permission to ignore what everyone says we should do. You’re not saying “fuck you,” just “see you later.” Your goal: pave the way directly through your brand.

Lay out a list of principles that ensure your continual success. Don’t tell a story with the list. Make each one it’s one piece. Make the last one slightly grander.

Live your values by creating a piece that stands up to the moment. Tap into your brand’s ethos. Go very hard and upset someone. Anger is the cost of free attention.

Excite your base by excluding people you don’t care about. This is the only concept that thrives on resentment. My first draft has a swear word in every sentence.