Brand Manifesto

On boarding | Brand Manifesto

1 BRAND HEART

2 PERSONAS

3 COMPETITIVE ANALYSIS

4 BRAND MESSAGING

5 BRAND VOICE QUESTIONNAIRE

1. BASIC INFORMATION
Company/Brand Name
Primary Contact
First Last
Email
Phone
Website

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BRAND HEART
Identify your purpose, vision, mission, and values to build a brand with a strong foundation.

Purpose
Why do we exist?
VISION
What future do we want to help create? What does the future look like?
MISSION
What are we here to do? How do we create that future?
VALUES

How will we conduct ourselves in support and pursuit of our mission, vision, and purpose?

You can include as many as you like, but 3-5 is a healthy start.

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PERSONAS TEMPLATE
Identify your audiences to understand how your brand can speak to their unique needs.
Persona 1
Name
Name this persona appropriately so that your team can reference it in future conversations.
Age
Sex
Relationship status
Job Title
Location
Salary
Budget
Enemies
Who are they bothered or threatened by professionally (e.g., younger, more tech-savvy employees)?
Heroes
Who do they look up to in their profession, industry, or life?
Work Goals
What do they want to achieve for their company and for themselves?
Approval
Who gives them recognition at work?
Favorite drink
Favorite music/ podcasts
Favorite TV/movies
Favorite books
Clothes
Transportation
Interests/hobbies
News/websites
Mentality
What do they secretly want? What are they looking for? How do they want to be perceived?
Pain points
What persistent obstacles/challenges do they face?
How would they hear about your company?
What might make them hesitant to use your product/ service?
How do they think your product/ service solves their problems?

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Competitive Analysis
Identify who you’re competing against so that you can better differentiate your brand.

Brand Column

Brand 0	Brand 1	Brand 2	Brand 3

Competing brands

Competing brands

Brand Heart

Brand Heart

(purpose, vision, mission, values)

Brand look/feel

Brand look/feel

Value proposition

Value proposition

Tagline

Tagline

Core products/ services

Core products/ services

Customer personas

Customer personas

How they talk about their customers

How they talk about their customers

Customer acquisition

Customer acquisition

Marketing channels

Marketing channels

Advertising channels

Advertising channels

Sales channels (if applicable)

Sales channels (if applicable)

Revenue

Revenue

Strengths

Strengths

Weaknesses

Weaknesses

Similarities

Similarities

Differences

Differences

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BRAND MESSAGING TEMPLATE
Articulate your value prop, tagline, and messaging pillars to help content creators tell a consistent brand story.
Tagline
Value prop

Brand Messaging Pillars

	Pillar 1	Pillar 2	Pillar 3

Untitled
Untitled
Untitled

Supporting point

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BRAND VOICE QUESTIONNAIRE
Identify your brand voice to humanize your brand and communicate consistently through all content.
- When people interact with our brand, how do we want them to feel?
- What is another brand with a voice we love?
- What adjectives would we use to describe our brand?
- If our brand were a celebrity, who would we be?
- What does our competition sound like?
- How do we want to talk about ourselves?
- Who do we NOT want to be/what do we want to avoid?

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On boarding | Brand Manifesto

Purpose

VISION

MISSION

VALUES

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