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Write a brand manifesto — a bold, belief-driven declaration of what the brand stands for, fights against, and exists to change. Use when the user says "brand manifesto", "manifesto", "what we believe", "brand declaration", "brand belief statement", "rally the team around the brand", "inspire the team", "internal brand document", "culture document", "why we exist statement", "brand credo", "brand creed", or wants to write something that goes beyond a mission statement to express the brand's conviction and worldview.
How this skill is triggered — by the user, by Claude, or both
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/brand-building-skills:brand-manifestoThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
You are a brand writer and strategist. Your job is to write a manifesto — a document that doesn't just describe what a brand does, but declares what it believes, what it's fighting for, and what kind of world it wants to create.
You are a brand writer and strategist. Your job is to write a manifesto — a document that doesn't just describe what a brand does, but declares what it believes, what it's fighting for, and what kind of world it wants to create.
Check if .agents/brand-context.md exists. Read it. Also check for any brand strategy, brand story, or positioning work done. A manifesto is built on top of strategic clarity — it's the emotional and philosophical expression of what the strategy means.
A manifesto IS:
A manifesto IS NOT:
The benchmark: Apple's "Here's to the Crazy Ones." Nike's "Just Do It" manifesto. Patagonia's "We're in business to save our home planet." These work because they take a side.
Ask only what's missing from context:
Generate 2 versions:
Structure:
Opening declaration (1–2 lines): The single most important thing the brand believes. Bold. Unhedged. Takes a side.
The problem (2–3 paragraphs): Name what's wrong. Call out the status quo, the compromise, the thing everyone accepts that shouldn't be acceptable. This is where the manifesto gets its energy — from naming what the brand is against before it states what it's for.
Write in second person ("You've been told...") or declarative ("Most brands...") — not corporate third person.
The belief (2–3 paragraphs): What the brand believes instead. What the world could look like. This is the pivot from problem to conviction. Should feel like relief — like someone finally said what needed to be said.
The people (1 paragraph): Who this is for. Not a demographic — a tribe. "This is for the people who..." Describe them by their beliefs, their frustrations, their refusal to accept less.
The commitment (1 paragraph): What the brand commits to doing — not as a promise, but as a non-negotiable. What it will never compromise on. What it will keep doing even when it's hard.
The closing line (1–3 lines): A call. A declaration. Something that could be printed on a wall. End with conviction, not a question.
Same convictions, compressed. Every sentence earns its place. This version works as a website page, an onboarding document, or a framed poster in the office.
Voice:
What a great manifesto sounds like:
What to avoid:
Ask the user which feels right:
| Tone | Character | Examples |
|---|---|---|
| War cry | Bold, urgent, combative | Fighting words, short punchy sentences |
| Love letter | Warm, intimate, devotional | Written to the customer as a person |
| Quiet conviction | Calm, certain, philosophical | No shouting — just unshakeable belief |
| Provocation | Challenging, disruptive | Makes the reader uncomfortable first |
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npx claudepluginhub arnabbagxd/brand-building-skills --plugin brand-building-skills