If you need an example of what great branding means, look no further than the Moleskine manifesto 👇

Clear Identity & Purpose: 

The manifesto explicitly states Moleskine's core belief in "the enduring power and importance of handwriting in an increasingly digital world." This is a strong, philosophical foundation for their brand.

Target Audience Understanding: 

They target "contemporary nomads," "creatives," "artists," and "thinkers" – individuals who value tangible connection, personal expression, and a connection to history. The manifesto directly speaks to these desires

Consistency: 

Moleskine's entire product line, from their classic black notebooks to their pens and even their cafes, reflects the minimalist, functional, and sophisticated aesthetic described in their branding. The "clean aesthetics" and focus on "creativity and relaxation" in their cafes directly aligns with their manifesto.

Emotional Connection & Storytelling: 

The brand heavily leverages the narrative of famous artists and thinkers (Van Gogh, Picasso, Hemingway) using similar notebooks. This historical connection creates a sense of legacy, aspiration, and shared tradition, making the notebook more than just paper and a cover; it becomes a tool for unleashing one's own genius. The idea of "a book yet to be written" is incredibly evocative.

Differentiation: 

In a world increasingly dominated by digital notes and devices, Moleskine deliberately positions itself as an "analogue anchor," emphasizing the unique benefits and meditative qualities of handwriting that digital tools cannot fully replicate.

Quality & Experience: 

While not explicitly in the manifesto, the reputation for quality materials (acid-free paper, durable covers) and thoughtful design contributes to the overall brand experience and reinforces the idea of Moleskine as a premium tool for important ideas.

BTW, I just started a new notebook.