What do activists, market disrupters and cultural icons all have in common? A manifesto.

Why you need one, too.

The Talking Heads drew a wry picture of life without a manifesto in their classic song, “Once in a lifetime”:

You may find yourself living in a shotgun shack
You may find yourself in another part of the world
You may find yourself behind the wheel of a large automobile
You may find yourself in a beautiful house with a beautiful wife
You may ask yourself, well how did I get here?

This angst comes from a sense of being lost; of not knowing what you stand for. Do you feel that way about your job … your business? It’s time for a manifesto.

What is a manifesto?

It’s a rallying cry. It’s your line in the sand. It’s who you are, what you stand for and what you will achieve.

It’s Nelson Mandela saying, “I learned that courage is not the absence of fear but the triumph over it.” It’s Élan Musk, “When something is important enough, you just do it even if the odds are not in your favor.”

Manifestos are fiery… inspiring. They have been used to ignite art, cultural and political movements. They’ve even launched countries. Here are a few lines from one called the United States of America:

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable rights, that among these are Life, Liberty and the pursuit of Happiness …

Does your brand have a manifesto?

Iconic brands would be nowhere without their manifestos. Apple established its voice with “Here’s to the crazy ones … who think different.” Along with its compelling photography of muscled athletes, Nike became the everyone brand by encouraging us to “Just do it!”

Mission statements? Old school. Manifestos? Energizing. Engaging. Experiential.

Manifestos aren’t afraid to be contrary — even contentious. Here’s a favorite from Chrome, makers of quality, no-nonsense bags, boots and outdoor apparel:

Chrome Manifesto:

Chrome is about utility and mobility.

We’re anti-nonsense. Everything we make is functional. Every piece of our bags, shoes, and clothes is there for a reason. If it doesn’t have a purpose, it’s gone.

We build bombproof gear. We construct all our products using rugged, industrial materials and hardware that last. That’s why our bags are guaranteed for life and our footwear and apparel have an industry leading warranty.

Our bags, footwear and apparel are simple and honest. They are built for the city and work on a bike or in the bar. That won’t ever change.

A Manifesto Positions Your Brand

No matter the category your brand lives in, it’s probably over-crowded.  That’s not a bad thing; it’s the perfect opportunity for a creative manifesto. Here’s one Storytellers did for a new, therapeutic bedding company, Parks Health Products. They entered the adjustable bedding market with the Kalmia line and sought to find its niche among well-established players like Tempurpedic®, Beautyrest™-Serta® … the list goes on and on.

Guess what? The competitors all promised the same thing: a better night’s sleep. Yet, they all had complicated technology, something we discovered from research to be a problem for this audience. Our opportunity was around the idea that sleep should be easy. So, our manifesto positioned Parks Health products around a differentiator — their technology was easier to use. Here’s the manifesto:

Sleep should be easy. Your bed should adjust to your body and your temperature. If you're too warm or cold, you'll wake up. Like to read, watch TV our use your laptop? And what about getting up at night without stumbling? That should be easy too. Arise without pain. And pre-set your positions with the easiest ever remote control.

It's an intelligent bed, a climate-control mattress ... it's Kalmia from Parks Health.  Easy to rest, easy to rise.

Does your brand need a manifesto?

Talk to the manifesto people — Jerome and Brooke Storytellers. Visit us here.