Last night I sat down to draft a “Brand Manifesto” for one of our clients.  (A Brand Manifesto brings a brand promise to life by emotionally connecting with the audience and inspiring them to rally behind the greater meaning of the brand’s core purpose.)  My team remarked how inspired the writing was, and asked me how I did it.  Well, I thought, I guess I was inspired by memorable rhetoric I have encountered in life…The Declaration of Independence, MLK’s “I have a dream” speech, and even Jerry Maguire’s “Mission Statement” scene, to name a few. 

In Plato’s words, rhetoric is “The Art of Enchanting the Soul”.  Brand Manifestos are intended to do just that…enchant the soul.  How they enchant the soul is a combination of stringent research; deep understanding of the who, what, why and how; and the tricks of writing good prose. 

If your organization needs a good dose of inspiration, try these tips:

• Revisit the famous works I referenced above and note how they addressed the who, what why and how.  Think about your own organization and how it would answer these questions in a unique and inspiring way.
  • Text from the Declaration of Independence
  • I Have a Dream video
  • Jerry Maguire Mission Statement scene
  • Try these tips when you sit down to compose your prose.
    • Create a rhythm by utilizing the power of repetition and alliteration
    • Use inspirational words and phrases (the thesaurus is great for expanding your options)
    • Write in the first person, using “I” and “we.”  It creates a deeper connection by demonstrating your personal conviction in your beliefs.
    • Adopt your Manifesto with passion and conviction.
      • When you share your Manifesto with your team, speak with conviction and passion.  Let them feel your commitment and sincerity.
      • Display your Manifesto in your offices for all to see.  It will be inspiring for your employees, your recruits and your customers.

Writing a Brand Manifesto isn’t easy to do, but if you can truly capture the spirit of your organization, your Manifesto can be an effective leadership tool to inspire alignment and action.