Brand Story Reimagined

Keywords: Company manifesto, brand manifesto, marketing leader, future leadership, company story, brand story, impact marketing, sustainable marketing

Great companies reach their peak success after years of effort and through their leaders’ expert navigation and guidance. Some business manifestos are detailed and carefully designed, while others are straightforward and to the point.

Company stories and brand manifestos are very personal and unique to each brand. Not only are they inspired by some person or cause or something important in the founder’s life, but they also serve the purpose of sparking the audience and uniting the members of the team under one banner.

Similarly, meaningful and moving corporate stories must contain the following trifecta:

1. Something Interesting About The Business

We at Norders believe in contributing our utmost love and effort to our work.

Following the ten golden rules of our brand manifesto, we strive to provide sustainable quality and spread love.

Likewise, the company manifesto needs to be loud and clear to create a commitment to the community, the business, and everyone who engages with the brand and to state the company’s purposes.

It should address whom the company helps and who would line up with the business in the future.

The company manifesto builds the brand’s tone and how the client's life would profit from using/collaborating with the brand. It will also illustrate how the brand looks forward to making an impact in the world.

Norders believes in caring for the people and the environment and in the equal distribution of the national income, increasing the sustainability of not a selected few but for every single citizen. Thus, a company manifesto that puts out the brand story and aims is essential for the brand.

2. How Was It Founded?

Brand stories often narrate the tale of inspiration that motivated the initiation of the company. It may be a person, a cause, or even a piece of art!

3. About The Founder

The founder has a special place in the company. All the members look up to him as their leader and trust him wholeheartedly to guide them towards efficient impact marketing.

Moving forward, let’s look at the ten crucial points leaders need to consider in order to formulate a manifesto that not only aligns with their principles but also paves the way for future prospects!

1. Leadership Skills

Important Skills

As Warren Bennis once said, we believe that the capacity to translate vision into reality is leadership. Leadership skills are gifted or acquired abilities used to organize people into a category to achieve a mutual goal. Thus, leadership isn't just one skill but instead a mix of several skills working collectively.

To be an exemplary leader, one must cultivate forbearance, empathy, progressive listening, reliableness, dependability, creative thinking, positivity, effective feedback, punctual communication, team structuring, flexibility, risk-taking, and the quality to highlight and mentor.


Effective decision-making comes with time and experience and produces operative leadership. Decisiveness is a precious leadership skill because it can assist projects to proceed quicker and increase their efficiency.

Effective decisiveness requires investigation, judgment, problem-solving, and focus.

Decision-makers should be ready to draw lessons from their own experience, evaluate the best possibility, choose wisely and be confident in taking responsibility for the outcome.

Delegating Skills

Entrepreneurs naturally have patience and tolerance.

According to a renowned entrepreneur, when it comes to their business, almost every entrepreneur will say they are the best.

But those who acknowledge that they have quite some time and experience to gain before becoming CEO, CFO, or a director of marketing or sales tend to succeed more.

They share, delegate, and empower their teams with a sense of teamwork and collaboration instead of competition and rivalry.

2. Learning From Failure

Try, Try Again

Learning from your failures ranks as the most essential and initial lesson of marketing. Most brand manifestos include the margin of failure and how to cope strongly with it.

Success results from bad experiences in life, as difficulties and obstacles line the road to success. However, critical experiences and circumstances instill many invaluable lessons, and to achieve success, it's necessary to improve on one’s mistakes and avoid them in future endeavors.

Even the most celebrated personalities have gained fame by failing before attaining so much success on many occasions.

How Leaders Deal With Failures

Marketing leaders bravely face and learn from their failures. When failure happens, it anguishes and upsets everything in life. Often it hurts so much that you think you will never be successful again. Staying humble helps curtail excessive feelings of loss and failure.

Never forget that you are human, and treating everyone with the same humility and respect that you expect in return will help you soar successfully. If you are humble, you will be mentally prepared for failure when it comes your way. This is the principle of humility.

Productivity Increases

Learning from your mistakes instills a sense of channeling your rage and emotions into productivity. One can filter his ideas, generating more traffic of thoughts and embracing the changes and detours from the original plan. Adapting to new circumstances and swiftly setting up a good competition for your peers is essential for the market.

3. Brand Manifestos and What Inspires Them

Values Of The Company

Every company has a set of strong values which they abide by at all costs.

Values like integrity, eco-friendliness, relationship-building, collaboration, management, teamwork, honesty, dependability, and positive reinforcement inspire company manifestos to be compelling and reflective of its true intentions.

These are what make the brand manifesto.

A brand manifesto is written content explaining why a brand is essential, what it supports, and what operates it.

It is a narrative or a set of emotional and empowering phrases that constructs an affectional bond between brands and clients by illustrating how that brand works to motivate people to improve the lives of people worldwide.

They often address the audience using “you” and “us” for the brand to ensure that the brand and the audience are on the same page, perceiving the same situations, and working toward similar goals.

Struggles And Problems It Faced Over Time

No ride is smooth. Endeavours are a part of life. When the day ends, struggles and problems loom inevitable, and there is nothing you'll do to prevent this.

Everyone sometimes feels lost, despite their efforts. However, the struggle is usually what makes the reward far more satisfying.

This will develop your personal and interpersonal cogency. We know that when we start our lives, we are dependent on others.

But as time passes, we start to cross the stage of dependence and reach the stage called independence, where we start to do things on our own by growing physically, emotionally, financially, mentally.

We become self-reliant as we mature and observe the surrounding people, realizing what is necessary for survival in this era. We have to work through interdependence in this fast-moving, highly industrialized, globalized, and technological world.

4. Why Is a Brand Manifesto Important?

Creating A Directional Force

A manifesto can often serve as a directional force on important things like hiring employees, marketing campaign decisions, and more.

However, it is more than a set of rules or guidelines for a brand. Instead, it's a motivational message that makes the heart and soul of a brand visible to everyone and encourages everyone involved to defend it.

This does not mean that a manifesto is a strict guide on how to move forward, but it does provide a driving force to respond and connect emotionally, right?

In the near future, brands based on values and faith will prevail over those that are not working with a company manifesto.

Well-known author Daniel H. Pink talks in his book “A Whole New Mind: Why Right-Brainers Will Rule the Future” about how creative thinkers and narrators deal with those who don't set priorities.

In “The Dream Society,” author Rolf Jensen depicts the future beyond the information age, in which consumers are more concerned with the experience and past of a brand than in the products themselves.

Jensen's imagination of a dream society has already come true.

Providing Sense Of Unity For The Members

Company manifestos bind the members together under one banner, creating a sense of unity and teamwork and guiding them towards one aim.

5. The Ingredients Of A Compelling Brand Story.


To practice the golden habit of truth, we have to organize and focus on the center of influence, the perspective, and the lens with which to observe the world. This is the center of influence that will provide security, guidance, wisdom, and power.


Leaders are responsible for making the right decision at the right time. If we look at this word RESPONSIBILITY, it comprises two words response and ability- the proficiency to choose our responses.

The people who develop this habit never blame others for their failure or their circumstances. Instead, they evaluate the cause of the problem and try to reach a solution. It is called the principle of personal vision.

It is based on the principle that things are produced twice, once a mental formulation and then a physical creation. This habit stems from personal leadership and management. The end in mind is to form a personal mission proclamation or philosophy.


The first and most important characteristic of a highly effective company story is proactivity. It implies being accountable for our litigation.

Thus, as a principle-centered person, you will deal with the situation more practically, finding a balance to deal with all these relationships. In addition, this habit helps leaders to form a personal mission, which is the principle of personal leadership.

6. Why Your Company Story and Manifesto Must be True to Your Roots

Trust affects purchasing rates significantly. The brand manifesto should be a vision of the market leader and how it reflects the company’s roots. Consumers build a relationship of trust and cordiality with the brand rather than the product itself.

Thus, consumers look forward to the cause which the company is working towards.

What Inspired The Business

A company story that is compelling and unique will definitely include why the founder initiated the company.

The inspiration might be a person who was dear to the founder, a universal or charitable cause like cancer, eco-friendliness, etc., or it might be a piece of art.

Behind every company is the story of why it was founded, a problem they faced.

Perhaps to tap into a niche in the market or even to communicate an important social issue.

Whatever the reason, most market leaders are enthusiastic about their “why” and love explaining it with other business owners of their era.

“I saw a niche in the business and decided to take advantage of it”, says Chelsea Cunningham, founder of The Title Girl.

There is no one accurate way to get the idea. It is profoundly personal and stems from what is important of the essence to you and what drives you.

But no matter where you find it, it's often an integral part of what keeps you afloat through problematic times.

Improvement And Evolving Over Time

Shigeo Shingo said that the most dangerous type of waste is waste that we don't recognize.

I also believe that to use business breakthroughs duly, we need to realize their origins, how they were modified, why they changed so that you can identify the kinds of breakthroughs and tasks that are not adding value to your business.

They definitely changed over the times in terms of the following four factors:

  • Process refinement

  • Inventory chain refinement

  • Change in consumer attitude

  • Innovation

  • Evolution

7. What Is High-impact Marketing?

High-impact marketing is any retailing venture that has a notable impact on your business’s foundation.

High-impact marketing can encompass your business aims and market — in addition, high-impact marketing doesn't positively correlate with the quantity of cash you contribute.

Many marketers start with target sales figures. And work backwards from there to the appropriate goals for leadership, tactics, and consumer goals.

So naturally, no member likes being directed into miserliness and restrictions regarding funding.

What is the secret of achieving more productivity with less expenditure? How can you come through in the ever-changing scenery of the B2B consumer?

One mistake brands make creating a competitive advantage based on what they believe is most valuable. Alternatively, this is an outstanding chance to determine which customers and prospects are considered persons.

In essence, the discriminators should be:

  1. Unique and unequaled to the brand compared to the competition

  2. Critical to the customers you serve (solving a genuine problem)

  3. Persistent or capable of having a measurable impact (expenditure, time, etc.)

  4. Evidence-based, with data for backup

8. Examples Of Impact Marketing.

To fully comprehend the definition of high-impact marketing, let's look at some illustrations of high-impact marketing:

  • YouTube

A YouTube strategy that surges the number of leads for your business simultaneously accomplishes fresh audiences and builds brand recognition.

  • Instagram

Instagram posts have a pretty high engagement rate, and it escalates the number of followers of your account.

  • Podcast

An advertising podcast that greatly promotes newly launched products.

  • PR Campaign

PR campaign increasing the positive image of the company according to public opinion polls.

  • Blog

Blog post with a tenth conversion rate above industry standards.

  • Webinar

An online marketing webinar to build new networks through affiliate channels.

There are other examples, of course, but ultimately these examples are intended to show how diversified high-impact marketing is usually.

9. Sustainable Marketing

Also called green marketing, sustainable marketing works towards preserving nature and uses social and environmental investments as marketing strategies.

This is a great way to construct a positive and trusting relationship with consumers, just like Nelson Mandela says that there is no passion to play small, to settle for a life that is less than what you can live.

Consumers today have assorted or negative attitudes towards marketing patterns.

Whether it's a promise of more than you can keep, the conviction that you are buying something you don't need, or they buy unsafe and low-quality products, unsustainable marketing leads to distrust and discredit.

Marketing has been criticized for proving to be harmful to consumers with deceptive claims and practices and a high level of sales pressure.

Unsustainable marketing has often fuelled the desire for materialism rather than the quality of life. The growing demand for more and more goods has also had environmental impacts.

Today's consumers want a better quality of life and work more actively to make the world a better place.

They want to support companies, large, small, or intermediate, that demonstrate strong ethics and responsibility for people and the planet.

Mintel's US Ethical Consumer Report of 2015 states that more than 63% of consumers think ethical issues are becoming more and more fundamental.

And consumers strongly support companies that embed meaningful values ​​in their core business.

This feeling to have a positive impact has been indicated in a fundamental concept in the business world: sustainability.

Sustainability as a business strategy is becoming progressively captivating to managers, administrators, and entrepreneurs, and more and more companies and organizations are operating change, consequently success, with sustainable business aims.

Taking a closer look at sustainability shows how it works as a strategy for business and marketing.

10. The Development of Future Leaders.

Leadership development strategies should be one of the topmost priorities of every brand.

All small, medium and large enterprises that reckon on effective leadership ladders need to make sure their vital proficiency and business ideas are communicated to possible leaders to avoid knowledge gaps in the future.

Building a solid hierarchy and training future leaders to act in the time of need is critical, as loyal and competent members are the tangible assets of a company.

When you place your future leaders in a real business state of affairs, they will act under mental strain and reach their full potential.

While they try to solve or overcome the challenges, you present to them. They will simultaneously put their best to compete and impress the leadership.

As you present them with complex projects, they will uncover their hidden skills and qualities and develop their critical thinking and creativeness when faced with strange and compelling tasks.

They will acquire new skills, and you will increase your sincerity to your business by increasing your confidence in what they can execute.

By combining the two practices, succession designing, and leadership development, we can create a long-term cognitive process for supervising the talent pool in our company.

In most organizations, the two practices are separate.

Still, they are natural coalitions because they share an essential and fundamental goal: identifying the best and accurate people for specific tasks and discovering the untapped resources within these future leaders.

How to Write a Manifesto That Inspires the Future Leaders.

The emphasis is “Organize and execute around priorities”, which is the art of managing time and concentrating on the most important tasks first.

The social mirror will inform you that the habit you have been following since childhood is exhausting your time, and for betterment, you have to modify it.

This habit develops imagination and conscience, by which leaders learn self-management. This is the policy of personal management that inspires the future leadership ladder.

When writing a manifesto, it is best to go through a series of questions. Consider the following:

  • Are you inspired?

  • Is it bold?

  • Does it make you feel something?

  • Does it talk to your target audience?

  • When you read your manifesto, does it excite you?

  • Is it bigger than you?

  • Does it reflect your roots and your aims?

  • Does it inspire the young members of your company?

  • Is it motivating for your future leaders?

To inspire your members to become firm, loyal, and competent future leaders, the market leader should redirect them towards impact marketing, the company story, and the company manifesto.

It is best to challenge them with real-life business situations, reversed roles, recognize your future leaders’ accomplishments and development throughout the leadership training program, and reward them consequently.

Want to get started?

Let's work together and utilize the experienced, passionate and creative Norders team to build the brand story that is true to your brands and that will both move and lock your audience.

It all starts with a free strategy session that you can book right now at















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