“A Brand Manifesto?
What’s one of those?”

Put simply (and there’s no better way to put things), it’s a piece of paper with a distillation of your brand - what it is, what’s its purpose, why it’s different, where it fits in. 

Just one piece of paper mind. Not an endless, tiresome deck of onion charts, brand pillars and oh-so-predictable lists of core values that always seem to be exactly the same even though every brand is completely different. 

Just one piece of paper that everyone in your business - from chairman to receptionist - can understand, buy into, and hold up against everything they do to ensure that everything they do is true to the brand.