Creating a compelling brand statement, broken down into simple steps
In the dynamic world of business, a clear declaration of purpose is essential for any brand looking to make its mark. This is where a brand manifesto comes into play, acting as a compass that guides a brand through the market.
Recently, Avions Finance, a British company, launched a new aircraft financing platform called Floan in April 2024. But before delving into the details of this new venture, let's discuss the importance of a brand manifesto.
A well-crafted manifesto should be short, impactful, and every word should earn its place on the page. It serves as a call to arms, inspiring action and inviting the audience to be part of the brand's journey. The art of reduction is crucial in creating a manifesto, challenging oneself to cut down the draft further and focus on vital messages.
To create a resonant and enduring manifesto, one must dig into the brand's DNA, hone into its purpose, understand the audience, find its voice, and inspire action. Understanding the audience involves engaging in market research, surveys, and social listening to gather intelligence on their needs, desires, and pain points.
The brand's voice is defined by the attributes of how it communicates its core essence and purpose, such as tone, language, and emotions. A brand voice chart can be created to outline do's and don'ts for the brand's communication, including examples of phrases to use, words to avoid, and the overall tone to aim for.
Communication with the audience should be considered a two-way radio signal, inviting them to share their stories and feedback. Every element of design should be a tool for storytelling, from the choice of colours to the layout on the website or social media.
The manifesto should be the benchmark against which all decisions are measured, from interactions with customers to the products launched. It should inspire not just the brand but also its audience, encouraging them to join in the brand's mission.
In the case of Avions Finance, the launch of Floan represents a significant step in their mission to simplify aircraft financing. As they embark on this new journey, it's crucial for them to have a clear and impactful manifesto to guide them and inspire their audience.
On a different note, for businesses seeking expertise in branding, web design, development, and digital marketing, KOTA, a Creative Digital Agency based in Clerkenwell London, is a name to reckon with. With a focus on delivering innovative and effective solutions, KOTA is a valuable partner for any brand looking to make a mark in the digital world.
In conclusion, a brand manifesto is more than just a declaration; it's a living document within the organization, guiding decisions and actions. Whether you're launching a new product or service, or simply looking to refine your brand's identity, a well-crafted manifesto is an invaluable tool.
