Why should every job seeker write a personal “brand manifesto”?

Boring Linkedin bio, laundry list of achievements, flat resumes, vague job aspirations, business jargon, copy and pasted paragraphs that outline general goals and simple phrases that attempt to convey meaning without soul, will definitively not help you stand out, get that more meaningful job, or attract the right organizations to you. People don’t have the time, or energy to connect with superficial statements. Instead, they need something authentic that inspires them and drives them to reach out to you.

My advise: Imagine that you are a brand and write your brand manifesto.

This simple exercise will lead you to new heights. It will help you own your past; set your path; express your vision; align with your core values; say clearly what you want, what you don’t want; and state what you can bring to the world, in an inspiring and uplifting way.

The simplest way to define a brand manifesto, is as a simple statement that’s bold, deep, and inspiring. It’s a powerful reminder to all those who interact with you, of who you are, what makes you different, what you stands for, and what you want to accomplish (manifest-o).

One of the most inspirational manifestos in history, the “I have a dream” speech was phenomenally powerful because Martin Luther King was speaking his truth, his words were coming from a place of purpose, emotion, and conviction. I do not think the same speech would have had the same impact if it had started with “I have an objective”.

This means that you need to connect at the emotional level with the intent to trigger feelings and actions! When crafted with care, a personal manifesto operates as a filter; it attracts your people and the organizations that are right for you. To do so, walk away from boring statements, lofty objectives, or generalist career goals. You cannot do the same things you did in the past. The definition of insanity is to do the same things over and over while expecting a different result. Wake up.

Your manifesto is your NORTH STAR and your BLUEPRINT.

To write your personal manifesto, you will need to get the hell of authentic about what you really want in your career and your life (Can we separate those? I don’t think so). You’ll need to be clear with your “non negotiable” values and beliefs as a human and a professional. Writing a personal manifesto calls for a serious self-inquiry about the vision you hold for your life (your north star) and for a deep dive into what makes you YOU (your blue print). This aint’ superficial stuff!

How to write a manifesto: Getting started.

One of the best ways to start building your manifesto is to get inspiration from other business – or personal brands which resonate with you.

  1. Identify three very distinct brands, in three different industries. Go online and get their manifestos.
  2. Analyze the narrative structure and the tone of each manifesto.
  3. Put yourself in the shoes of the brand and write your personal manifesto as if you were that brand. Ex: If you like the manifesto of Nike, write your personal manifesto as if you were Nike; use the same narrative structure and style. Repeat the same operation with two other brands.
  4. You have now three drafts to play with. Identify the components you like, dislike. Start writing your own draft. Et voila.
  5. Sharing your draft, bouncing ideas, brainstorming with people who know what a manifesto is, and getting the help of a copywriter will probably help you significantly too.

I will come back later, in another post, to why it is also very important to write a manifesto when you are a personal brand.

Be you. Own your power. Blow that shit up and embrace who you are.

You’ve got this!

Published by Sonia Ratto

Sonia Ratto is a brand consultant, life coach and yoga instructor who, for 17 years, has worked in brand building, communication and marketing with companies like IBM, American Express, Sephora, Vodka Absolute, Procter & Sephora, Johnson & Johnson, Starbucks, to name a few, and operating on their international, regional and local markets. She champions and campaigns for authenticity in all forms, and as part of that is working to coach people to embrace change in their body and in their life, and create their own unique authentic life. Parisian girl, raised in Africa and in the Indian ocean, Sonia has traveled around the world before finding a home in Tucson, Arizona. Sonia is driven by passion, creativity, adventure, and challenges. She brings a unique perspective and wisdom to what it means to be an authentic and raw human.

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