It is not about writing vision, value, purpose, promise or manifesto statements for your brand first. It is about working through the discovery, definitions, and directions of your brand first. Then you can pull from the root of your brand content to create authentic messaging to communicate & engage with others. When you are rooted in authenticity, the message can grow and branch out farther.
Just because an eloquent, articulate and well-spoken person is sharing something, does not make what they are saying, true. Just because someone can relay information with an engaging, exciting or enticing delivery, does not mean what is being said is fact. Deciding what is true based on only emotion and not connecting with logic, looking up facts and researching for the proof behind it, can be very dangerous. Back it up before you buy into it.