The Value Of Writing Your Brand Manifesto
The core values for your brand not only tell the world what you believe in and what’s possible for you and your audience, it also tells your company how to operate on a daily basis.
As I updated and wrote out the brand values for BRANDPOLISH CO., I knew I wanted to share them somehow with all of you so you’d always be reminded of what we believe in when it comes to polishing your brand and creating something to make your mark.
There’s a quote I love by Howard Schultz – the former CEO of Starbucks that says:
I believe this 100%. A valuable brand is one who attracts loyal customers and has the ability to turn them into fans who shout from the rooftops about how much they love what you’re up to. To do that, a brand has to have strongly held beliefs and stand for something that matters.
A Brand Manifesto aggregates and articulates your brand values so it’s completely clear what you stand for. Doing this will help your customers decide if you are right for them. It will also help customers decide if you are wrong for them, and this is a good thing so you’re targeting and attracting the right people to your business.
When it came time to write the Manifesto for BRANDPOLISH CO., I considered having it featured on my About page, and then realized I didn’t want it to be confined to just one area of my new website. I wanted you to stumble across it no matter which page you’re on, so my web designer created a way to feature one core value from the BPCO Manifesto in a featured section near the bottom of every page. It looks something like this:
While I can’t wait for you to go check out the bottom of every single page of my website, I’m going to include my full Manifesto here to give you an example of what it looks like and where you can start to create yours.
I chose to start each value with “We Believe.” You can do that to start brainstorming your core values, and don’t feel like you need to keep that included in your final draft. I could’ve easily said “Inspiration Leads” or “Quality Counts.” Because my values are split onto different pages of my website, I like including the “We believe” and if I’d decided to feature it all in one area on my About Page, I probably would’ve dropped that part of the statement.
Just know, that whatever way feels right for your brand to articulate its values, that’s the way you should do it. There’s not a right or wrong way, just what feels good to you so your values give your audience insight and clarity to your brand.
WE BELIEVE THAT INSPIRATION LEADS
Inspired people do their best work and inspiring others creates an emotional
connection to your audience that is essential to growing your brand.
WE BELIEVE THAT QUALITY COUNTS
Raise the bar and your expectations for the kind of brand you’ll be known for;
people appreciate quality and will seek out your business if you demonstrate it.
WE BELIEVE THAT CREATIVITY IS INNATE
Everything starts with creativity and creativity is the fuel that builds the fire to
express a stand-out brand.
WE BELIEVE IN BEING CLEAR OVER CLEVER
Communicating clearly is essential to attracting your ideal clients and team members.
WE BELIEVE IN CREATING AN EXPERIENCE
Your brand is more than a logo, it’s creating an experience that reaches people’s
hearts and moves them into inspired action. That’s the magic of branding.
WE BELIEVE INTEGRITY MATTERS
Whether it’s the brand you’re presenting to the world or how you’re showing up
for your team, we believe in leading with integrity and kindness.
WE BELIEVE IN HAVING PERSPECTIVE
Walk in the other person’s shoes, be it a colleague or customer; always look at things
from another point of view. And, if you don’t like it, don’t complain… change it.
WE BELIEVE IN AN EXPANSIVE MINDSET
We believe in trying new things, failing, continued learning and implementation over perfection. You need to keep going to keep growing - that’s how you polish your brand.