Craft Your Brand Manifesto!

1. Introduction: What if your brand had a rallying cry, something so powerful that it inspires action, attracts like minded customers and collaborators, and helps guide every big decision you make in your business. That's what a brand manifesto can do. And in this class, I'll help you create one that not only sets your brand apart and connects with your customers, but helps fuel your entrepreneurial drive even when the times get tough. I'm Tamara Jensen, and I've spent my career building and helping purpose driven brands create sustainable and lasting change, making an income while making an impact. I'm an entrepreneur, brand strategist, and educator, and I know firsthand how a well crafted manifesto can transform a business. It gives your brand a heartbeat. It's more than words or a mission statement. It's a declaration of who you are, what you stand for, and the change you want to create. Your brand manifesto is a magnetic presence that your customers can connect with a clear signal to your audience of what they can expect when they hire you, purchase a product from you, or interact with you in any way. So what can you expect from this class? I'll guide you step by step through simple creative exercises designed to help you articulate the unique power of your brand in a way that is unignorable. The project for this class is your very own brand manifesto, a creative, compelling and clear declaration of what your brand stands for and why it matters. By the end of this class, you'll walk away with a fully realized manifesto that can guide your brand identity, marketing, content, relationships, everything. It'll help you forge deeper connections with your audience, attract like minded collaborators and stand out in the marketplace. Brand manifestos show up everywhere on kickstarter campaigns in about pages, and pitch decks and even on product packaging. Brands like Ben and Jerry's, Nike, Patagonia, and even smaller Indi companies use their manifestos to attract supporters who share their values. Even if you're a solo pernur like myself, having a brand manifesto is like sending the bat signal to your ideal customers and collaborators, amplifying your reach and your brand's power. When your audience sees themselves and your beliefs, they stick around. Let's get you there. This class is for creative entrepreneurs, brand builders, and anyone who wants to put purpose at the center of what they do. Sound good? Let's get started. 2. Class Orientation: Did you know that a compelling manifesto can transform a brand into a movement? Big brands like Apple, Nike, flu Vog, Fiat, and many more have done it, and so can you. Before we dive in, here's what you'll need. A journal, sketchbook, notebook, Google Doc, anything you feel comfortable working in. You can express your manifesto however it feels right to you. If graphic design is your thing, you might choose a really great one pager, like what you might see from a design led company like Figma. If you're comfortable on camera, you might create a short video speaking directly to the camera to share your manifesto. You could hand letter it like a visual artist, record an audio version, or even create a small zine. The important thing is that it reflects your style and voice. So here's how this class is structured. First, we'll break down what a brand manifesto is and why it matters. Next, you'll complete some guided exercises to uncover what drives you crazy about your industry, what you're doing about it, and why people should care. Finally, we'll bring it all together to draft your manifesto in a style that reflects your uniqueness and resonates with your audience. Throughout the class, I'll share real world examples from well known brands and some game changing brands you might not have heard of. I'll also create my own manifesto alongside you so you can see the process in action. You can find these examples in my manifesto in the class resources. I also want you to share your progress. Throughout the class, I encourage you to upload your exercises and your final brand manifesto to the class projects. This is a space to inspire and be inspired. Ready? Let's begin. 3. What is a Brand Manifesto?: What if your brand could inspire change like Patagonia's commitment to environmental activism or Dove's Real Beauty ethos? Let's unpack what a brand manifesto really is. A manifesto in any context is a declaration of beliefs and intentions. It's used to inspire, unite and mobilize. Think political manifestos, artist manifestos or social movements. They're clear, emotional, and aspirational. When applied to branding, a manifesto connects people to your why on a human level. Research and psychology and marketing shows that humans are drawn to stories and belief systems. We want to be part of something bigger than ourselves while seeing ourselves in the brands, products, and experiences we allow into our lives. A well written manifesto taps into that emotional core. It doesn't just say what you do. It paints a picture of what you believe and what future you're helping to build. A strong manifesto reflects depth. It shows what you believe in, what you're building toward, and what you're unwilling to compromise on. It's a declaration that says, I care about this, and I want you to care, too. A weak manifesto, on the other hand, feels performative. It's like that friend who's only nice when they want something. You might still hang out, but there's no trust there, and trust is what your brand needs most, especially if you're inviting people to join you on a meaningful journey. Successful manifestos aren't just tag lines, they're movements, and that's what you're building too. Your challenge in this class to create a brand manifesto that's clear, courageous, and rooted in who you are, one that compels you to take action and brings your customers, collaborators, and community along for the ride. By the end of this class, you'll have your own manifesto that clearly communicates your brand's mission and inspires others to join you on your journey. Let's get started. 4. Exercise 1: Rant & Rave: It's time to let it all out. We're going to start with a little ranting and raving. In this exercise, you'll grab your notebook and write freely about what frustrates you about your industry, your competitors, and even your audience. You can let it rip. What needs to change? What's broken? What's missing? This kind of cathartic writing can help us get to the root of what we care about. But remember, manifestos are forward thinking. They're not about airing grievances. So this rant is just to uncover the pain points you want to address through your brand. Let's say you're in the coffee business. Your rant might be about how most coffee brands focus on speed and convenience, but at the cost of quality and fair wages. Maybe run a sustainable clothing company and deeply despise the fast fashion industry and hate seeing over consumption or clothing halls glorified by fast fashion influencers. Let it out. This is a safe space, and you have permission to rant and rave. Here's my rant. I hate when creative entrepreneurs feel they need to copy someone else who seems more successful than they are. I can't stand seeing entrepreneurs say stuck because they think they're doing it wrong or they're not enough. And I get a severe ic from coaches who prey on insecurity with messaging like, If you're not making six figures a month, you're doing it wrong, just to sell more of their poorly designed coaching packages. I'm not concerned right now about writing out my solution or how I'm taking action, I'm just letting it all out so I can identify the problem I want to address with my business. So here are some prompts to guide you. What are you sick of seeing in your industry? What harmful myths or outdated norms need to go? What stories aren't being told that desperately need to be? What drives your customers crazy? Is there something they want to see fixed? This exercise gets straight to the heart of why your brand exists. It's raw, messy and powerful. No need to be polished, be real. So take a few minutes, pause this video and let it out. Let it be messy. If you're comfortable, share your rant in the project gallery and see if anyone else can relate. Next, we'll flip the script and turn your ranting and raving into positive action. We'll start formulating your brand manifesto to reflect what you're doing differently, why your audience should care, and how they can get on board. Join me there. 5. Exercise 2: Flip the Script: Now that you've ranted, let's flip it. We don't want our manifestos to be negative. We want them to inspire. So in this exercise, you'll take your frustrations and turn them into action. How does your brand create a better way? How do you solve these issues and offer something meaningful? This step is where your brand manifesto starts to come to life. Going back to our coffee example, if the rant was about low quality unfair trade coffee, the flipped version might be, we believe every cup should be epically sourced, expertly roasted, and never rushed. So let's take what you ranted about and turn it into a vision for the future. Your manifesto should spotlight the values you uphold and the better world your brand is helping to build. If we look at some real world examples, Dove flipped the beauty industry's obsession with perfection into a message of celebration of all bodies. Everlane responded to fashion industry opacity by building radical transparency into their brand. A client of mine transformed her frustration with weight loss culture into a brand focused on functional nutrition and body positivity. When I'm flipping a script for my brand, taking those frustrations and turning them into action, I'm writing about how my favorite part of working with clients is when they let themselves be authentic and then they start seeing results. They move past imposture syndrome, their confidence grows, their voice gets stronger and they start showing up differently. It's the best. I also want to offer a solution that's action based, built in accountability and creates community, the opposite of passive online coaching programs that are one size fits all and leave people feeling like they need to spend even more money to make money as an entrepreneur. I want people to graduate past me so they have the skills and competencies they need to build their businesses in a sustainable and energetic way. As you're flipping your script, think, how does your brand address the frustrations you ranted and raved about? How does it offer a meaningful alternative to the status quo? What core belief do you want your brand to be known for? What outcome do you want to make possible for your customers? Something to be aware of is that your manifesto isn't about you. It's not the place for I'm the best at or we treat customers better than anyone. Instead, focus on the change you want to create for others. Paint a picture of what you believe the world could look like. So pause this video and take a few minutes and flip the script. Write out how your brand takes action to address the frustrations you ranted about and inspire change. Share your flipped script in the class projects and ask for feedback if you're struggling with turning your frustrations into positive action. Next, we'll validate our manifestos with some simple customer research. At the end of the day, our brand needs to connect with how our customers live their lives, the values they hold dear, and their sense of self. Join me there. 6. Exercise 3: Consider Your Customer: Even the most passionate manifesto won't land if it isn't grounded in real human need. A manifesto should resonate, not just with you, but with your audience. Do your customers care about these issues? If they don't message just won't land. So in this exercise, we'll take a moment to reflect on our audiences. What challenges are they actually facing? What do they care deeply about? How can we connect with them at the level of our shared beliefs? Great manifestos don't just talk about what you do. They connect emotionally with the reader. They name their challenges. Show them a world where you've slayed the dragon for them. If I look at my audience, I know it tends to be multi hyphen creatives and purpose driven entrepreneurs like yourselves. These are folks who wear many hats and are trying to align their work with their values. Many of them are artists, makeers, consultants or solopreneurs who feel called to build something bigger than themselves, but they aren't always sure about how to communicate what makes their brand matter. They're reflective and curious and often struggle with imposture syndrome or perfectionism. They crave clarity and confidence and they want to make a positive impact without selling out or burning out. After a few years of working with creative entrepreneurs, startups, and established brands, I know that my ideal audience is also full of lifelong learners. They love taking in information and want to challenge themselves. As a lifelong learner myself, I can relate. I take a lot of Skillshare classes. But I also know that to be successful in business, you have to take what you've learned and put it into action. I don't want my clients to rely on me forever. I want them to graduate from working with me with the skills, competencies, coping mechanisms, and confidence they need to make it on their own. And so my coaching plans, workshops, and Skillshare classes are designed to help build that up as they work on their businesses. As you're thinking about your customers, ask yourself some questions. What matters most to my audience? How does my approach make their lives better? What does transformation look like when someone chooses my brand? Use this to shape the tone and message of your manifesto. Bring in real language from customer feedback or reviews if you have it. Let's say you run a design studio. You might discover that your customers feel overwhelmed by trendy branding advice and just want clarity. So your manifesto might say, we believe branding should feel effortless and authentic, not complicated. So pause this video and take a few minutes to write out what you know about your customers, what they care about, the frustrations they share, their world view. Share your customer notes in the class projects, and if you're stuck or want some feedback, ask in the class discussion. Next se, we're bringing it all together to draft our manifestos. Join me there. 7. Exercise 4: Draft Your Manifesto: Ready to craft a bold declaration that will inspire both you and your audience? A manifesto isn't meant to live in a hidden folder. It should be seen, felt, and shared. Design first brands like Metaabel make their values public through beautiful interactive digital and print projects. Aviation Gin takes full advantage of its founders on screen charisma. Balla Wasser puts their manifesto right on the package. So, how should your manifesto show up? That's up to you. It can be a single statement on your website, a mini sine, a poster on your studio, a 62nd video. What matters is that it feels like you and that it communicates clearly what your brand believes. Whatever it is, make it memorable. Here's a simple structure to get you started on your brand manifesto. First, begin with a bold declaration or series of statements. Next, weave in the shared values and beliefs that are held by you and your audience. Then share how your beliefs and values come to life and what you're offering. You'll want to end with a rallying cry or a call to action. So here's my working manifesto. I believe business should be built on clarity, not chaos. I believe creativity, curiosity, integrity, and vulnerability are a strategic advantage. I believe entrepreneurs deserve to be seen, heard, and supported as whole humans. I believe your brand should reflect your values, not just your value proposition. I believe the best ideas are the ones you actually bring to life. I help people turn ideas into aligned action, building brands with purpose, personality, and staying power. I help people build businesses that feel like home and brands that act like a lighthouse. This is business made personal. Some things to consider as you're drafting your manifesto. How long should it be? Your manifesto can be as short as three to five bold statements or as long as a full page. The key is clarity and impact. You want to design a manifesto that's inviting and inspiring. What format should it be? Video, written, spoken, visual, illustrated, go with your strengths. Pick the medium that feels most expressive for you and most aligned with your brand. Where should it live? Go back to your audience. Who is this for? Where will I see it? So pause this video. Take a few minutes and draft your manifesto in a way that feels natural to you. Share your draft in the class projects or ask for feedback if you're feeling stuck. We're here to help. Now, before we share our manifestos with the world, we're going to do a final and very important gut check to see whether our manifestos hold up in real life. After all, talk is cheap, and we want to make sure we're walking the walk to build trust and connection with our customers and clients. Join me there. 8. Exercise 5: Double Check & Publish Your Manifesto: Before we press publish, let's check our work. We want our manifestos to be aspirational, yes, but they also need to be credible and reflected in our actions. Otherwise, we'll lose trust with our audience, and all the work we've done will be for naught. So, does your manifesto hold up in real life? Let's run a couple of simple tests. First, try the I believe or the we believe test. Are your core beliefs clearly stated in your manifesto? I literally use the words I believe in my manifesto, but you can choose to be less literal. The important thing is your core beliefs are clear and stated with confidence. Check the example manifestos in the class resources to see what kind of language other brands use to share their core beliefs. Next, try the I do or the we do test. Can your audience see those beliefs reflected in your actual business behavior? In my manifesto, I I believe entrepreneurs should be supported as whole humans and that I help people build confidence and clarity. And I have the testimonials to back that up. One client said, Tam gave me the tools and encouragement I needed to finally speak about my business in a way that felt real. As you're checking your manifesto, ask, Where in your real brand experience can someone feel your manifesto? Is it in the quality of your products, your proprietary process, your customer service, your marketing? What would a longtime customer say your brand stands for? If you have reviews or feedback from actual customers, do they align with your manifesto? Where might you need to align your business' actions with beliefs more intentionally? Remember, you're in control of your brand and your business, so take the time to identify where things might need a little tweaking. So pause this video and take a few minutes to double check and then draft your final manifesto. Put it in writing, film a video, sketch it with your favorite art supplies. Make it yours. If you're struggling to close the gap between your manifesto and reality, share in the class discussion for input from me and your classmates. Coming up next, we'll close with some final thoughts about how you can yield the power of your manifesto to not only attract your ideal customers, but help guide your decisions as a creative entrepreneur and brand builder. Join me there. 9. Closing Thoughts: Imagine sharing your manifesto and seeing it spark connections, inspire action and attract like minded people to your brand. Now you can. You now have a manifesto that will guide your brand, attract the right people, and keep you aligned with your purpose. So what's next? Use your manifesto in your marketing, on your website, and in conversations with customers and collaborators. Let it lead the way. Remember, this isn't just a statement or a document. You're a superhero in your industry, and it's a bat signal for your brand, attracting your community and supporters to help make your purpose driven business successful and sustainable. Revisit your manifesto often. Let it guide your decisions and share it proudly. Keep refining it as your brand evolves. Revisit it when you feel lost. Let it anchor your message and grow with you. I'd love to see your manifestos. Please share them in the project gallery and connect with fellow creatives, entrepreneurs, and brand builders, and let's keep the conversation going. If you found this class valuable, please leave a review and help other students discover it. Check out my other classes to do deep dives into your brand, personal productivity, goal setting, and more. You can reach out anytime for a one on one session for tailored support. Thank you for joining me. Keep Building with purpose and passion. Until next time.