A Practical Guide to Writing a Manifesto

The most iconic brands have leveraged manifestos to ignite movements. Apple’s Think Different campaign was more than just an advertisement—it was a profound belief system that redefined how people viewed innovation and creativity. Similarly, Patagonia’s fierce commitment to environmental sustainability isn’t merely a corporate policy—it serves as the very backbone of their business model and brand identity. A manifesto does more than communicate values; it fuels action, forges authentic connections, and attracts those who truly share your vision—be they customers, employees, or partners.

The Anatomy of a Strong Manifesto

While often confused with slogans or mission statements, a manifesto stands apart as a raw, bold declaration of core beliefs and aspirations. It is deeper and more visceral, designed not just to inform but to inspire and mobilize. A powerful manifesto should include the following elements:

• Declare a belief system. Clearly articulate what you stand for and what you’re prepared to fight for. For example, Patagonia openly champions environmental responsibility even at business costs.
• Define the world you want to create. Paint a vivid picture of the future you envision. Apple envisioned a world driven by innovation and individuality.
• Challenge the status quo. Identify what’s broken in your industry or society and explain how you’re committed to fixing it. Slack challenged the outdated, cumbersome ways of workplace communication.
• Rally your audience. Speak directly to the people you want to attract, explaining why they should join your movement.
• Evoke emotion. A manifesto should move people to feel something—whether it’s hope, urgency, or pride—so they connect with your cause on a deeper level.

A manifesto can be wildly rebellious or elegantly simple, but at its core, it acts as a magnetic force, drawing in those who resonate with your values and energizing them to act. Importantly, you don’t need to be a seasoned writer to craft one. What matters is honesty—naming your truth, your dreams, and your priorities. The foundation of a great manifesto rests on two pillars: truth and grit.

A Simple Framework for Writing Your Manifesto

Manifestos can take many shapes—whether lengthy speeches or concise declarations. To get started, here’s a practical fill-in-the-blank framework to spark your creativity:

Here’s what we know for sure: [……..].

We believe in: [……..].

We want to live in a world where: [……..].

We will show the world: [……..].

This structure ensures clarity while giving you room to express your vision with authenticity and passion.

Bringing Your Manifesto to Life

A manifesto should never sit buried in a forgotten PDF or gather dust on a company intranet. It must live and breathe throughout your organization and brand presence:

• Infuse it into your brand. Display your manifesto prominently—on your website, in marketing materials, and within your company culture.
• Use it as a compass. Let it guide your day-to-day decisions and strategic choices, ensuring alignment with your core beliefs.
• Share it widely. Manifestos build communities; spread your message to attract and inspire like-minded individuals.
• Evolve it. As your company grows and adapts, revisit your manifesto to ensure it remains relevant and meaningful.

Case Study – Text-Em-All

At Motto, we’ve partnered with numerous brands to transform their purpose into living, breathing manifestos. Text-Em-All, a company dedicated to humanizing business communication, embodies this in their manifesto. Their purpose wasn’t merely about the software they provide—it was about fostering genuine connection. Every line in their manifesto reflects this ethos, turning their brand into a movement rather than simply a service provider.

Powerful Manifesto Examples

Here are some of the most influential brand manifestos that have shaped public perception and built loyal communities:

Apple – Think Different

Apple’s Think Different campaign was a call to action for rebels and visionaries. It positioned Apple not just as a technology company but as the champion of creativity, innovation, and challenging norms.

Patagonia – The Earth Is Our Only Shareholder

Patagonia’s manifesto goes beyond words—it’s purpose in action. Their commitment to sustainable products, transparent business practices, and efforts such as donating ownership to protect the planet exemplify their unwavering mission. Explore more about Patagonia’s mission here.

Slack – Work Is Broken, Let’s Fix It

Slack’s manifesto addresses a universal pain point: inefficient and frustrating workplace communication. Their belief is simple—work should be less painful and more human. By centering this mission, they transformed how teams collaborate worldwide.

HubSpot – Grow Better

HubSpot’s manifesto challenges outdated approaches to sales and marketing, emphasizing authenticity and empathy. Their statement, “We believe businesses can grow with a conscience and succeed with a soul,” positioned them as pioneers of the inbound marketing movement.

IBM – Think

IBM’s longstanding manifesto has been encapsulated in a single, powerful word: Think. This embodies their commitment to progress through curiosity, intelligence, and innovation—guiding their identity for decades and inspiring countless problem-solvers worldwide.

Frequently Asked Questions about Writing a Manifesto

How long should a manifesto be?

A manifesto can be as short as a few impactful sentences or a longer manifesto comprising several paragraphs. The length is less important than clarity, passion, and resonance with your audience. The goal is to articulate your beliefs and aspirations in a way that inspires action.

Who should write the manifesto?

Ideally, a manifesto should be authored collaboratively, involving leadership and key stakeholders to ensure it authentically represents the company’s core values and vision. However, the final voice should be authentic and clear, reflecting the company’s true identity.

How often should I update my manifesto?

While the core beliefs should remain consistent, it’s wise to revisit and potentially refine your manifesto every few years to reflect growth, changes in market dynamics, or evolved company priorities.

Can small businesses benefit from a manifesto?

Absolutely. A manifesto can be a powerful tool for small and medium enterprises by helping articulate their unique value proposition and rallying both customers and employees around a shared purpose.

What’s the difference between a manifesto and a mission statement?

While a mission statement outlines a company’s purpose and primary objectives, a manifesto is more emotional and visionary. It not only states what you do but why you do it, inspiring people to join your cause.

Final Word

A manifesto is far more than a marketing exercise—it’s a heartfelt declaration of belief, a vivid story about the world you aim to create, and an open invitation for others to join your journey. When crafted with sincerity and courage, it resonates deeply and moves people to action.

If you want to dive deeper, explore our Brand Manifesto Workbook—a practical guide designed to help you craft a manifesto that inspires, rallies, and endures.