Brand copywriting is written for corporate brand culture, and is used to establish corporate image, promote corporate brand, and promote product sales. Brand culture is actually a kind of cultural packaging, which is to give the brand a profound and rich cultural connotation, establish a distinct brand positioning, and make full use of various efficient internal and external communication channels to make consumers highly identify with the brand in spirit, generate brand belief, and finally establish strong brand loyalty. Brand culture shaping is a deeper marketing method, which is a means to enhance its own connotation and attract consumers by shaping a cultural atmosphere.
The competition between cross-border e-commerce enterprises can be regarded as a competition of “hard” strength; while brand culture is a kind of added value and a manifestation of “soft” strength. Regardless of the scale and reputation of cross-border e-commerce enterprises, they should have their own brand culture, so that they can have more loyal consumers through the brand, promote the stability and expansion of the market, and increase their competitiveness. It can be said that with the continuous development of social economy and the Internet, the competition between brand cultures will become more and more obvious, and even develop into the mainstream competition between cross-border e-commerce enterprises.
To write influential and memorable brand copywriting for consumers, cross-border e-commerce copywriters must first understand the characteristics, functions and effects of corporate brand culture, and then integrate text with corporate culture on this basis to write copywriting content that can both reflect the corporate spirit and impress consumers.