Van strategie naar beleving

Hoe zit een goed merkmanifest in elkaar. En waarom zou je er voor jouw merk een laten maken?

Merkmanifesten. Heldergroen schrijft er tientallen per jaar. Het is dé manier om strategische taal te vertalen naar een leesbaar en inspirerend document.  Een merkmanifest is een korte, aantrekkelijke tekst die de beleving van een merk overbrengt en voelbaar maakt. Het wordt zowel in interne als in externe communicatie gebruikt. Een goed merkmanifest vormt de basis voor alle andere communicatie-uitingen van een merk. Het manifest is de satéprikker die de boel bij elkaar houdt. Het is dan ook een product van onschatbare waarde. Met een merkmanifest kan je een moment markeren en echt een nieuwe koers inzetten.

De kunst van het schrijven
Tosca Peschier onderzocht bij Heldergroen wat de kenmerken zijn van een goed merkmanifest. Het blijkt dat de schrijvers van Heldergroen vanuit inspiratie beginnen met het schrijven van hun merkmanifesten. De meeste merkmanifesten doen denken aan een gedicht. De teksten zijn vaak symmetrisch van opbouw waardoor het geheel mooi en evenwichtig overkomt. Inhoudelijk gezien worden de merkmanifesten doortrokken met woorden die de kleur en de acties van een organisatie weergeven. Een goed merkmanifest ademt wat een organisatie doet. Vervolgens worden er allerlei stijlfiguren gehanteerd om de tekst een grote overtuigingskracht te geven. Het schrijven van een merkmanifest is een echte kunst en vereist veel creatieve vaardigheden.

Het ondernemersvuur aanwakkeren
Als klant geef je feedback op een merkmanifest totdat ieder woordje en zinnetje precies goed staat. En dan komt het tot leven. Soms zijn klanten zelfs tot tranen toe geroerd omdat het merkmanifest zo goed de ziel van hun organisatie vat. Zo blazen we het ondernemersvuur weer wakker. En zorgen we dat medewerkers en klanten gevoelsmatig een sterke band met het bedrijf opbouwen. Zodat de strategie voor iedereen gaat leven.

Ook een merkmanifest laten schrijven voor jouw merk?

Neem contact op met Heldergroen of bel voor een verhelderend gesprek 023 8200 250.

Benieuwd hoe een merkmanifest eruit ziet? Bekijk hier het merkmanifest dat we schreven voor het Liliane Fonds.

merkmanifest
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