A customer’s decision to buy from you and an employee’s commitment to work for you are both propelled by emotional judgment, backed up by rational justifications later on. This means, as a business, in order to win customers, you need to win them emotionally.
To win clients at an emotional level, it’s important to get your message straight — establish your purpose and beliefs and communicate it, with a goal of instilling a clear sense of mission for both customers and employees.
You see, people are naturally drawn to organisations that share the same set of principles as them and are able to effectively and creatively communicate why they do what they do. Simon Sinek, in his book Start with Why, says, “People don’t buy what you do. They buy why you do it.”
Perhaps some of you have already determined your purpose and set of beliefs. But that’s not enough to draw people to your business. You need to share it. One effective way to do this? Create a manifesto.
What’s a Manifesto?
A manifesto is almost like a mission statement. Almost, because unlike a mission statement (which are made of lofty, general objectives), a brand manifesto is written to capture an organisation’s purpose and intent in a way that moves and inspires people.
When done right, it engages both prospective customers and employees on an emotional level, builds loyalty to the brand, and inspires advocates.
It helps people understand how your company is fundamentally different to your competitors. Its aim is to make people understand what your company is, why it’s relevant, and what it stands for.
A manifesto, therefore, elevates your company.
In order to write a memorable and moving manifesto, first, aim to leave a strong positive influence to the world. If your business offers products and services that contribute to make this world better or promote a better way of living, then you’re in a good place. Manifestos inspire action; it gives people a reason to be involved with your brand.
Second, tell the story in a way that it comes from a place of genuine passion. Manifestos are written to win hearts, and unless your company’s passion is communicated effectively, you won’t get an emotional response.
The best way to communicate your manifesto is through video. According to HubSpot, a content marketing authority, video, along with infographics, has become a powerful tool for brands looking to communicate more easily with their online readers/viewers.
Here are six simple tips in creating a manifesto in video format:
- Uses your company’s messaging and branding
- Make sure you know where it’s going at the brief stage before you jump on the tools. Formats and outputs for different channels will dictate creative approaches (i.e. a cinema ad will have different guidelines and limitations to a Facebook/mobile ad)
- Ensure that it is informative and emotionally engaging
- Keep it short. The less you say, the more likely viewers will remember it. Ideally the video is 60 to 90 seconds in length
- Reinforce key messages with typography or striking visuals
- It’s viewable and shareable across multiple mediums
Brand Manifesto Videos
In a nutshell, manifesto videos are an effective strategy to communicate your brand and what it stands for. As a result, you connect with potential customers and employees at an emotional level, build brand loyalty, and gain advocates.
Thinking of doing your own manifesto video? Here are some examples of manifestos to inspire you.
Apple (Think Different.)
Written by Domenico De Rosa, Head of Studio at Step Change
Dom is Step Change’s Head of Studio and creative specialist — a brilliant artist (without the angst) with the ability to understand strategy and bring creative ideas to life. He works closely with clients, building brands from the ground up, including video, digital and print — delivered in his trademark passionate style. He prides himself on being involved in a project from strategy, through creative brainstorming, and right to the final piece, always on the pursuit of creative excellence.