Using a Brand Manifesto to Differentiate and Make Your Solution the Obvious Choice
Fashion isn’t the only thing that comes back around, again and again. Marketing tactics tend to do the same. Because 1) most marketing tactics work if guided by a solid strategy, and 2) you have to do things differently than your competitors — otherwise, people won’t pay attention. So a tactic gets done by everyone, and then it cycles out until someone picks it up again.
I’m thrilled to see manifestos coming back around. They were popular in the early aughts as marketers focused on the human need to feel connected to something larger than themselves. I remember being inspired by HubSpot (“marketing that people don’t hate”), GE (“imagination at work”), and Dropbox (“work better, together”). (HubSpot never really stopped doing the manifesto — now they’re calling for teams to “grow better,” sustainably.)
Textio just released an absolute gem of a manifesto: “the do less manager,” about empowering managers to focus on what matters and reclaim joy at work.
The Power of a Manifesto in a Crowded Market
Manifestos are especially powerful for companies in crowded markets. It’s extremely tough to differentiate on features or capabilities when there are so many options for a buyer to choose from. Most buyers can’t easily tell the difference between complex solutions because the difference is in the weeds — it takes work on the buyer’s part to understand feature differences in a product.
Buyers need a quick frame of reference to understand a company’s unique approach to how they solve a problem. And what better way to do that than a point of view, conveyed in a brand manifesto?
The Next Iteration of the Brand Manifesto
When a fashion or a marketing tactic comes back around, it’s never exactly the same as it was the last time. The new iteration of the brand manifesto is more robust than its predecessor. It inspires, but it does a lot more.
The new manifestos are steeped in the company’s origin story, like the manifestos that made us love working in marketing fifteen years ago. But they’re also more connected to the outcomes customers experience. They tie more closely to the product (or service — consulting firms are creating manifestos now, too). The modern manifesto is about how you see the world and the approach you take to solving problems as a result of that vision.
Why a Manifesto Works
A manifesto gives your audience the big picture. By sharing your viewpoint on their challenges and the best way to approach them, you elevate the conversation beyond technical capabilities to something more meaningful: vision, values, and transformation — their transformation. You’re painting a vision of a better future. When you align your brand with your audience’s deep needs and desires, they see you as an ally on their journey, not just a vendor selling another tool or service.
This bigger vision then gives them the context they need to look more closely and see what your solution can do for them. It’s a shift in perception that makes your solution the obvious choice (assuming you have a good product or service that will do what you say it will).
Creating a Manifesto That Sets You Apart
To create an effective manifesto, you need to bring your company’s point of view to life. Here’s how to do it:
1. Root Your Manifesto in Your Origin Story
Every great manifesto starts with the story of why your company exists. What sparked the idea for your product or service? What problem were you trying to solve, and what motivated the leadership to act? Tying your point of view back to your brand’s origins captures the power of narrative and makes your manifesto more personal. If your competitors could take the same stance and write the same manifesto, you’re not doing it right. Your point of view must be unique to you.
2. Take a Stand on the Problem You Solve
A manifesto is a statement of belief. What makes a manifesto work so well in marketing is that it’s connected to what the company does for its customers — how it improves their lives. When you’re thinking about the stand you want to take, think about these questions:
What’s changed in the world that makes your company’s approach necessary?
What do you see in your industry that others don’t?
What harmful way of doing things do others assume is “just the way it is”?
3. Highlight Your Unique Approach
Your manifesto should clearly communicate why your way of solving the problem differs from others. What makes your approach transformative? Why is it better? Make sure you articulate what sets your viewpoint apart.
4. Focus on the Outcomes
Buyers aren’t just looking for products — they’re looking for outcomes. They want very specific things to happen as a result of using a solution. In your manifesto, highlight the outcomes your customers experience. What are the tangible benefits? By focusing on outcomes, you shift the conversation from features to impact, making it easier for prospects to see the value in your offering.
5. Inspire with a Vision for the Future
A manifesto presents a vision for a better future. What does the world look like when people are using your solution? Describe that future in vivid detail, and show how your audience can be part of it. Your vision will inspire them to take action.
How a Manifesto Makes Your Solution the Obvious Choice
When done well, a manifesto shifts the way your prospects see your solution. The crowded market becomes less of a barrier because you’re no longer competing on capabilities alone. Once you’ve captured the imagination of your prospects, of course they want to know exactly how your solution can help them. Lead with big-picture inspiration, and follow with the details of your features.
Check out my manifesto, Be the Obvious Choice (no need to submit your email address, unless you also want to subscribe to the Viewpoints newsletter, which you can do below)!
