A step-by-step guide for creating your entrepreneurial manifesto for 2025

A company is born with an idea and a purpose. Its founders shape its values, beliefs, and approach to business – often encapsulated in a manifesto.

A manifesto is a written statement that publicly declares the intentions, motives, and views of the company. It can encompass anything that represents the core values of the enterprise.

There are no hard and fast rules for writing a manifesto. It can be as short as one page or span several volumes – as long as it captures the aspirations that matter to the company.

A manifesto serves as a tangible reminder of your company's goals – whether in print, online, or elsewhere. It communicates something to both customers and employees. For customers, it conveys what your company stands for and represents. For employees, it serves as a reminder of the collective aspirations they strive towards each day.

Let's delve into the process of crafting your own manifesto and explore the important considerations that should accompany this task.

Crafting a manifesto: a step-by-step guide

Creating a company manifesto is not as complex as it may appear – the key to success lies in a methodical approach, where the process is divided into logical steps.

Step 1: Define your company's identity and purpose

Before you begin writing your company manifesto, it's important to have a clear understanding of your company's identity and purpose. Reflect on your company's vision, mission, and values. Consider what sets your company apart, what it stands for, and what it aims to achieve.

Brainstorm key ideas and themes that align with your company's identity and purpose. Think about the core beliefs and principles that guide your company's actions and decisions. Consider what you want to convey to your employees, customers, and stakeholders about your company's values and aspirations. This will serve as the groundwork for your manifesto, upon which you can build and expand other ideas.

For example, Apple has deliberately positioned themselves as the trailblazers who dare to think differently. They cater to individuals who are unique and aspire to make a difference in the world. Given Apple's reputation, we can confidently say that this messaging choice resonates perfectly with their brand ethos.

Step 2: Craft the core message

With the core values in place, it's time to craft the actual message. This statement should capture the essence of your company's values and beliefs in a memorable and resonant way.

Your company's core message should be an authentic reflection of your organization's purpose, character, culture, and values.
When creating your core message, it's important to be genuine and avoid generic or cliché statements. Infuse your message with the unique qualities that make your company special. Use language that resonates with your company culture and values, and avoid empty or vague statements.

Remember, the most crucial aspect of your core message is its impact. It should be powerful and leave a lasting impression on your audience.

Step 3: Review and revise

Once you have written your initial draft of the company manifesto, it's important to dedicate time to review and revise it thoroughly. Pay attention to the overall flow and structure of the manifesto, making sure that it effectively conveys your company's values and beliefs.

Consider soliciting feedback from your team members or other stakeholders. Getting additional perspectives can provide valuable insights and help identify areas that may need improvement. Be open to constructive criticism and suggestions, and use them to refine your manifesto further.

Remember that the first draft of your manifesto may be rough around the edges, and that's okay. As you gather feedback, you will gain clarity on what needs to be tweaked and improved. Be willing to make revisions as needed to ensure that your manifesto accurately represents the intended vision.

Step 4: Share and promote your manifesto

Once you have finalized and refined your company manifesto, it's time to share it with your team, customers, and other stakeholders. Consider incorporating it into various relevant documents such as your company's website, employee handbook, or even display it in your office space. This will ensure that your manifesto is easily accessible and visible to everyone within and outside your organization.

You can use your manifesto as a powerful tool to effectively communicate your company's values, beliefs, and aspirations. Consider integrating your manifesto into your company's marketing and branding strategies. Incorporate it into your messaging, advertising campaigns, and social media content to raise awareness about your brand's aspirations.

Internally, your manifesto should act as a guiding compass for your team, providing a clear sense of direction for your company's actions and decisions. Share it during team meetings, training sessions, and other company-wide events to reinforce its significance and align your team with your brand's core values.

5 essential tips for creating your company's manifesto

Now that we have covered the fundamental steps of writing a manifesto, let's delve deeper into some strategies and principles that can help you create a truly unique and impactful manifesto.

1. Pay close attention to the language

The choice of language is fundamental to a manifesto.

To begin with, it’s a great idea to create a sense of unity between the audience and the brand. This can be achieved by directly addressing the audience as "you," while using "we" to represent the brand. Such an approach effectively portrays the audience and the brand as being aligned with shared emotions and mutual objectives.

Consider the manifesto from Poseidon Dive Equipment as an illustration. It employs the pronoun "we" to foster a sense of kinship, suggesting that the company and prospective customers are kindred spirits, united by their shared ardor for underwater exploration.

Another important aspect to remember is that a manifesto is most effective when written in an active voice. While it’s not a strict requirement, using the active voice in your manifesto can significantly impact its effectiveness. This is because it gives the impression that the brand truly believes in what it’s saying – as if it is actively engaged in living out its beliefs and values. The active voice conveys a sense of conviction and authenticity, enhancing the overall impact of the manifesto.

2. Your manifesto should tell a story

Compelling narratives have a natural allure to people. Storytelling has the power to tap into emotions and create a deep emotional connection with the audience. When a company manifesto tells a story, it can evoke emotions such as empathy, inspiration, or excitement, which can leave a lasting impression and build a stronger bond between the audience and the company.

When you approach your manifesto with the mindset of speaking from the heart and sharing a story, rather than creating an ad or marketing piece, the writing will flow effortlessly. Plus, genuine authenticity can have a powerful impact on readers, drawing them in – 88% of consumers value authenticity as a key factor in their brand preferences and support.

3. Unite your brand or company with a purposeful mission

Your manifesto provides an opportunity to showcase how your brand contributes to something beyond just its bottom line. It's a chance to highlight how it’s making a positive impact on society, the environment, or a particular cause.

By expressing your brand's commitment to a larger purpose through your manifesto, you can inspire and engage your audience, building a meaningful connection that goes beyond transactional relationships.

Your manifesto can serve as a powerful tool to convey the values, beliefs, and purpose of your brand, creating a compelling narrative that resonates with your target audience and differentiates your brand. No matter the size or scope of your brand's mission, it's crucial to communicate to prospective customers what your brand stands for and why they should invest in it.

For example, Spire, a data analysis company, has thoughtfully aligned their services with a broader mission. The company aims to inspire customers by emphasizing that they go above and beyond basic service offerings, actively striving to make a positive impact on the world:

4. Think about the presentation of your manifesto

Once you have crafted the perfect brand manifesto text, it's important to invest some time in ensuring it looks as good as it sounds.
It’s essential to ensure that the visual presentation of your manifesto aligns with your overall brand style, including elements such as colors and fonts. Whether displayed on a webpage, office wall, or advertisement, your manifesto should be visually appealing and cohesive in content and form.

Remember – a well-designed manifesto enhances its appeal and reflects your brand's professionalism and credibility. It conveys attention to detail and a commitment to excellence in all aspects of your brand, including its visual presentation. Ensuring your manifesto is visually compelling and aligned with your brand style guide will contribute to an impactful brand image.

5. Try to make your manifesto unique

When looking at the manifestos of successful brands, you'll quickly realize that they are anything but ordinary. A manifesto is not just a platform to boast about a brand or product – but rather an opportunity to captivate and inspire audiences with fresh and innovative ideas.

A distinctive and memorable manifesto is a powerful tool to differentiate your brand in a crowded marketplace. It should boldly proclaim your brand's unique identity, values, and vision. It should go beyond generic statements and showcase what truly sets your brand apart, making it stand out in the minds of your audience.

While you don't need to overpromise or pretend to be something you're not, your manifesto should contain something unique and thought-provoking. By breaking away from the conventional, your manifesto can capture attention, resonate with your audience, and elevate your brand above the competition.

Consider this manifesto from Fiat, the Italian car manufacturer. It capitalizes on the diverse connotations of the word "drive" and imbues the brand with an additional layer of meaning by aligning it with the vibrant Italian lifestyle. Through this manifesto, owning a Fiat car is elevated to a compelling and enriching experience:

Concluding remarks: manifestos are not set in stone

A well-crafted company manifesto can serve as a powerful tool to inspire and align your team, engage your customers, and differentiate your company in the market. Embrace it as a living document that guides your company's actions and decisions, and helps you build a strong and purpose-driven organization.

Keep your manifesto up-to-date and relevant as your company evolves. Review and revise it periodically to ensure that it continues to accurately reflect your company's identity and purpose. As your company grows, your manifesto may need to be adjusted to align with any changes in your business strategies or values.