9 Clouds Automotive Marketing Blog
Where automotive meets digital marketing.
Some business manifestos are elaborate works of art, while others are straight to the point.
Either way, a manifesto is an important element for all brands. It goes beyond the product and chronological history of the company. A well-crafted manifesto portrays the fundamental essence of a company.
Here are five examples to help inspire your own business manifesto.
1. New Belgium: Putting Employees First
New Belgium has built a brand around more than just craft beer. It’s about the story surrounding its craft beer.
New Belgium shares its history, purpose, and core values as a badge of honor.
What makes these core values truly unique is how they focus inward, on the employees. “Cultivating potential through learning, high involvement culture, and the pursuit of opportunities” is one of New Belgium's ten core values.
Some manifestos make the mistake of writing their values only for their customers, rather than for their number-one cheerleaders: employees.
If a company shows it cares about the people it employs, that brand gains a whole new level of respect from its customers.
2. Holstee: Transcending a Brand
The Holstee manifesto is more than just a landing page. It's the basis of the entire company.
From products to events, Holstee's manifesto infiltrates every part of the company’s image. Without the manifesto, there would be no Holstee . . . or at least, there would be a completely different Holstee.
What sets Holstee's manifesto apart is how it transcends the company and can resonate with anyone. It does exactly what a manifesto is meant to do — it proclaims how the team wants to live, both professionally and personally.
3. Livestrong: Writing for a Specific Audience
Livestrong does not have an elaborate video or print its manifesto on coasters. Instead, the company uses the power of simplicity to spread its beliefs.
Unlike Holstee's, Livestrong's manifesto is specific to the foundation's mission. As it should be, since Livestrong confronts a distinct issue: fighting cancer.
The tone of Livestrong’s brand resonates in its short, powerful declarations:
“Unity is strength. Knowledge is power. Attitude is everything.”
Livestrong’s manifesto is written for those needing a rallying cry. It doesn’t waste time with any fluffy language. The manifesto clearly identifies who the brand is talking to and what tone it wants to present to that audience.
4. Google: Humanizing a Company
Google documents its philosophy into “Ten Things We Know To Be True.” Keep in mind that Google has a huge audience, so the ability to list only ten beliefs is a feat in itself.
Google’s manifesto weaves together its founding principles to explain how they have driven the company to where it is today (and where it's looking to go in the future). Google does an amazing job of being humble while still demonstrating its almighty power in tech.
A manifesto is a chance for a company to portray a human image to an otherwise masked brand.
When people think of Google, they think of a search bar. This manifesto paints a wider picture of the brand and the philosophy that drives the company forward.
5. 9 Clouds: Clarifying Your Brand
Okay, so we aren’t Google, fundamentally shaping the Internet, or New Belgium, making awesome craft beers.
But we are proud of our company manifesto at 9 Clouds. We created it for clarity — both internally and externally.
Our growing staff needs clarity to act as a team and come to work with a common goal. Being a digital marketing agency in South Dakota requires clarity for our community as well. Our manifesto spells out clearly what 9 Clouds believes in five key statements. It’s simple and to the point.
Creating a manifesto is not easy, and it becomes inherently harder once you start the process.
What we learned in creating our manifesto is that every employee has a slightly different perspective on the company’s current values and future goals. Was the final result 100% accepted by each and every employee? Nope. But that's okay.
A manifesto does not reflect one person. It reflects a compromise of beliefs and goals to chart the future of an entire company. The result is something everyone can stand behind in unity.
We hope these manifestos inspire you to take the initiative and create your own manifesto. If you'd like any advice, please reach out.