What's in your manifesto
Two parts
Your manifesto has two parts: who you are, and the operational facts about you.
Brand identity
Your name, category, who you serve, what you sell, your signature products, and your competitors. This is what tells assistants what kind of store you are, and who you compete with.
Reputation facts
The specific, checkable details assistants get wrong most often:
- Primary domain and legal entity.
- Founding year, and any store you are not to be confused with.
- Returns policy, shipping times, and warranty.
- How to contact you, and where you are reviewed.
Burnish suggests many of these from your store settings and policies. Confirm them and fill any gaps, since a confirmed fact carries more weight than a blank one.
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