If I could do only one exercise in our branding process it would be to write a manifesto. It is the single best tool in our tool kit. A manifesto is a declaration to the world of who you are and what you stand for. It’s planting your flag and shouting “this is who we are!” Instead of asking clients to fill in boxes about what they like, don’t like, values, etc. A manifesto is an exploration. A manifesto is a process of discovery. So many times incredible positioning, beliefs, and values come out of writing manifestos. Insights that would have otherwise never revealed themselves. You have to write. You have to explore. You have to get a little weird sometimes. But if you do… I promise your declaration will set you apart from the competition and be a rallying cry for your brand that everyone: customers, employees, and investors can get behind. Do you have a manifesto? If you use this framework to create a manifesto let me know and I’ll repost here!