How to Write a Brand Manifesto: A Hubspot-Inspired Guide

A clear, inspiring brand manifesto can transform how people see your company, and the Hubspot approach to storytelling offers a practical blueprint you can adapt for your own brand. This guide walks you through the exact steps to write a manifesto that clarifies your purpose, rallies your team, and connects deeply with your audience.

Based on the ideas and examples presented in the original Hubspot article on brand manifestos, you will learn how to move from vague values to a focused statement that people can believe in and share.

What a Brand Manifesto Is (and How Hubspot Frames It)

A brand manifesto is a concise declaration of what your company believes, why it exists, and the change it wants to create in the world. Unlike a tagline or slogan, it is not written for a billboard. It is written for belief and alignment.

The Hubspot perspective emphasizes that a manifesto should:

• State what you stand for and against
• Express your mission in emotional, human language
• Give people a reason to care about your brand’s story
• Guide your marketing, content, and internal culture

Think of it as a rallying cry. When done right, it becomes a reference point for copy, campaigns, hiring, and even product decisions.

Core Elements of a Strong Hubspot-Style Manifesto

Before you start writing, clarify the building blocks that make a manifesto memorable. The Hubspot article highlights several recurring elements used by great brands:

• Belief: The core idea or conviction that drives your company
• Enemy or problem: What you are pushing back against in your industry or culture
• Purpose: The impact you want to have on people’s lives
• Promise: What people can count on you to deliver
• Voice: The tone and style that reflect your personality

Keep these components in mind as you plan your own statement. They are the foundation of the Hubspot-inspired process below.

Step-by-Step Process to Write Your Manifesto with Hubspot Principles

Use these steps to shape your brand manifesto from idea to final draft. Each step reflects techniques and best practices emphasized in the Hubspot source material.

Step 1: Define What You Believe

Start by articulating the belief at the heart of your brand. This is the emotional center of your manifesto.

• Ask, “What do we believe about our customers, our industry, and the future?”
• List 5–10 belief statements that feel bold, even slightly uncomfortable.
• Focus on beliefs that go beyond product features and profits.

Examples of beliefs might include: people deserve transparency, creativity should be accessible, or data should empower not intimidate.

Step 2: Name the Problem You Exist to Solve

The Hubspot article shows that strong manifestos often define a clear enemy: confusion, complexity, waste, indifference, or anything your audience is frustrated by.

• Write down the biggest pain points your audience faces.
• Describe the status quo you are dissatisfied with.
• Use simple, direct language that anyone can understand.

This step gives your manifesto tension and urgency. You are not just here to sell; you are here to change something that matters.

Step 3: Clarify Your Purpose and Vision

Now translate beliefs and problems into purpose. Hubspot’s approach to manifestos encourages you to express why your company exists in a way that feels energetic and human.

• Complete statements like “We exist to…” or “We are here to…”
• Describe the future your brand is working toward.
• Keep it customer-centered rather than company-centered.

Your purpose should feel inspiring but still believable. It is the north star that guides decisions over time.

Step 4: Shape Your Brand Promise

A manifesto is not just philosophy; it should also hint at what you will consistently deliver. The Hubspot style balances inspiration with a grounded promise.

• Write 3–5 lines about what people can always expect from you.
• Align those promises with your actual strengths and processes.
• Make each promise specific enough to be meaningful.

These promises later translate into messaging pillars, service standards, and content themes.

Step 5: Choose Your Voice and Style

Manifestos that resonate have a clear voice. The Hubspot article showcases examples that range from bold and rebellious to warm and empowering.

Decide whether your statement should feel:

• Serious or playful
• Formal or conversational
• Minimalist or expressive

Document 3–4 adjectives that describe your voice. Use them as a filter while drafting and editing so the tone stays consistent.

Step 6: Draft Your First Version

With your raw material ready, it is time to turn it into a flowing narrative. Apply these Hubspot-inspired writing tips:

• Write in short, punchy sentences and brief paragraphs.
• Use “we” and “you” to create a sense of shared mission.
• Open with your core belief or the problem you are fighting.
• End with a clear, uplifting vision of the future.

Do not worry about length on the first draft. Focus on honesty and momentum. You can always trim later.

Step 7: Edit for Clarity, Rhythm, and Emotion

Editing is where your manifesto becomes truly memorable. The Hubspot article emphasizes clarity and emotional resonance over clever wordplay.

1. Read the draft out loud and highlight any awkward phrases.
2. Remove jargon, buzzwords, and overly technical language.
3. Cut any line that does not support your main belief or promise.
4. Look for opportunities to add rhythm through repetition or parallel structure.

Share the edited version with a small internal group and ask how it makes them feel, not just what they think.

Using Hubspot-Style Manifestos in Your Marketing

Once your manifesto feels solid, use it as a central reference for your marketing ecosystem. The Hubspot example demonstrates that a strong manifesto can influence multiple channels.

Make It a Strategic Anchor

Apply your manifesto to:

• Brand guidelines and tone-of-voice docs
• Website homepage and About page copy
• Sales decks and product positioning
• Recruiting materials and onboarding sessions

Return to it when you launch new campaigns or products to ensure everything aligns with your stated beliefs.

Repurpose It Across Content Formats

To follow a Hubspot-inspired content strategy, break your manifesto into smaller assets:

• Quote short lines in social media posts
• Use sections as intros for blog articles and videos
• Turn key statements into slide headlines or ad copy
• Create internal posters or digital wallpapers for your team

This repetition reinforces your narrative and makes it easier for your audience to recognize what you stand for.

Real-World Inspiration from the Original Hubspot Article

The original Hubspot brand manifesto article compiles examples from well-known brands that all follow the same pattern: a sharp belief, a clear enemy, and a vivid promise.

As you browse those examples, ask:

• How quickly do they communicate what they stand for?
• What emotions do their words trigger?
• How do they balance bold claims with grounded reality?

Use your answers to further refine your own manifesto, especially the opening and closing lines.

Next Steps: Put Your Manifesto to Work

Writing a brand manifesto using Hubspot-inspired methods is not just a creative exercise. It is a strategic tool that can align your team, sharpen your positioning, and make your marketing more consistent.

To move forward:

1. Schedule a workshop with key stakeholders to define beliefs, problems, and purpose.
2. Draft and refine your manifesto using the steps in this guide.
3. Integrate it into your website, sales materials, and content strategy.
4. Revisit it annually to ensure it still reflects who you are becoming.

If you want professional support translating your manifesto into SEO-ready web copy and conversion-focused content, you can explore services from agencies like Consultevo, which specialize in digital strategy and optimization.

By following the structure, examples, and mindset modeled in the Hubspot article, your brand manifesto can become a powerful, practical tool that guides every story you tell.

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