Apple didn’t just build products. They built a movement.
And it all started with a manifesto — two simple words that changed how we think about creativity: Think Different.
If you’re an expert, consultant or coach trying to build a brand that stands out, you don’t need a massive marketing budget. You need a clear manifesto that says who you’re for, what you stand against, and why your work matters.
In this article, you’ll learn how to write a manifesto like Apple’s. I’ll walk you through five principles from Apple and give you a fill-in-the-blanks template to craft your own brand manifesto.
What Apple Actually Did (Think Different)
When most people think of Think Different, they remember the ad. But it’s more than that — it’s Apple’s brand manifesto.
“Here’s to the crazy ones. The misfits. The rebels. The trouble-makers. The round pegs in the square holes…”
In that line, Apple does three smart things:
- Tribe – they speak to a specific type of person, not everyone.
- Heroes – they borrow authority by naming icons like Einstein and Gandhi.
- Impact – “Because the people who are crazy enough to think they can change the world… are the ones who do.”
And then they condense all of it into two words: Think Different. That’s not just poetic. It’s a powerful brand manifesto.
5 Apple Principles Your Brand Can Steal
For you — the 45+ executive, consultant or creator — building your brand means owning your story. Here are five principles you can apply in your brand manifesto.
1. Define Your Tribe Through Contrast
Apple doesn’t say ’25-45 who owns a laptop.” They say: “Here’s to the crazy ones…”
They define their tribe by attitude, not demographics.
You might say: “Here’s to the corporate professionals who know they’re meant to be experts, not employees.”
You tell your people: You’re in. Everyone else? This isn’t for you.
2. Name the Enemy (The Old Game)
Every strong manifesto has a villain. Apple’s was beige, conformist computing.
What’s your enemy? Endless meetings? Billable hours? Slide decks no one reads?
When you name it, you make the change you offer necessary, not optional.
What’s the old game your clients are stuck in? Write it down.
3. Borrow Heroes
Apple borrowed Einstein, Gandhi and Amelia Earhart.
You can reference thought-leaders relevant to your niche: “Like Peter Drucker… Like Brené Brown… Like Seth Godin…”
You’re saying: We’re part of that lineage.
PS: I’m leaning on Apple in this post.
4. Use Simple, Emotional Language
Short sentences. No jargon. Clear and Emotional.
If your manifesto reads like a corporate strategy document, it’s not a manifesto — it’s a PowerPoint.
5. End with a Rallying Cry
Think Different. Two words. One mood. That’s Apple.
You need your version to make your brand stand for something.
Think: “Make Ideas Pay.” “Expert First.” “Sell Your Thinking.”
Short. Punchy. Packed with meaning.
The Apple-Style Manifesto Template
Here’s your template — plug in your own words and make it yours:
“Here’s to the [kind of clients/people you serve].
The ones who are tired of [old game / status quo].
They’re not here to [what they’re done with].
They’re here to [new game you stand for].
While everyone else [typical behaviour],
they choose to [new behaviour you champion].
Because the people who [core action you teach]
are the ones who [impact/result you promise].
[Your 2–4 word rallying cry].”
Example for a Consultant Building an Expert Brand
Here’s to the corporate professionals who know they’re meant to be experts, not just employees.
The ones who are tired of endless meetings, office politics, and being told what their time is worth.
They’re not here to climb someone else’s ladder.
They’re here to build a brand around their own ideas.
While everyone else hides behind job titles and LinkedIn buzzwords,
they choose to stand for something and say it out loud.
Because the people who package their expertise into products and IP
are the ones who control their income and their impact.
Make Ideas Pay.
Your Next Steps
Now it’s your turn — write a rough first draft. Don’t overthink it. Just get something down.
If you write even one line of your manifesto, you’ll be ahead of most people who say they’re building a brand but haven’t taken a stand.
- Pick your rallying cry (2–4 words, punchy).
- Share your best line or rallying cry with a colleague and ask for feedback. Refine and enhance it.
More on How to Write a Brand Manifesto
To build a brand like Apple, start with your manifesto. To take this further, read these posts next:
- 10 Powerful Ways to Write a Business Manifesto That Builds Authority
- Six Types of Business Manifestos You Need
- What’s a Manifesto? – Three-Part Manifesto Definition
