A vivid brand story can bring consumers a deep sense of identity. It is an important way to resonate with consumers, spread corporate culture, and shape brand image. Brand stories follow the writing principle of “concept storytelling, story conceptization”. They are real stories that contain certain concepts and can trigger people’s thinking. They can be examined in the context of corporate production, operation, and management practices. It is a situational story of corporate culture construction. While narrating this story, cross-border e-commerce copywriters can also express some of their own views and opinions. Writing brand culture stories includes the following processes.
(I) Collecting and organizing materials
In order to write a vivid product brand story, it is necessary to conduct in-depth research and analysis on the brand and product itself, understand what the brand and product positioning is, what kind of cultural connotation it has, what kind of appeal it needs to express, what consumer groups the brand and product face, and who the competitors are. Only with a deep knowledge reserve can you write a product brand story that surpasses your competitors.
(II) Extract and determine the theme
The brand theme refers to the symbolic agreement made by the target brand in the brand design for the brand value, connotation and expected image under the dual constraints of the brand’s ontological factors and environmental factors. It comes from the brand’s history, brand resources, brand personality, brand values and brand vision, including basic themes and auxiliary themes, and is usually expressed and transmitted through brand names, logos, concepts and advertisements.
After collecting enough information, cross-border e-commerce copywriters can extract the ideas that the brand wants to express from this information. With the brand as the core, through the storytelling of brand creation, consolidation and expansion, the relevant era background, cultural connotation, social change or business management concept will be deeply displayed.
(III) Write the first draft
After completing the above two preparations, cross-border e-commerce copywriters can start preparing for the writing of brand stories. When introducing the brand through stories, it is necessary to express the brand concept and various internal factors of the brand so that people can easily and completely understand all the information of the brand. At the same time, we should also pay attention to the performance of the storyline. The story can be romantic, inspirational, warm and touching. However, if we want to write a good story, we must have ups and downs in the plot and rich character emotions. Only in this way can we drive people’s emotions and leave a deep impression on readers.
(IV) Consider and modify the manuscript
In the process of writing a brand story, the story may not be smooth to read due to language organization and illogicality. Therefore, the copywriter needs to carefully consider the words in the writing process, choose words that are suitable for the brand theme and can express the brand concept, or explain it through beautiful sentences. After writing, the manuscript must be read and proofread, and the errors in the manuscript must be corrected to ensure that there are no typos, grammatical errors and other problems in the story.
In addition, the brand story will change according to the development of the enterprise, so the copywriter must write according to the changes in the development of the enterprise, integrating the new ideas and product features of the enterprise.
(V) Finalization
After the writing and review of the brand story is completed, the manuscript will no longer be modified. The next step is to spread the brand story at the right time until the target consumer group recognizes it and leaves a deep impression in the minds of the audience.