A complete story structure helps to better narrate the story, but it does not mean that the story is excellent. To write a good brand culture story, you can refer to the following four aspects.
(I) Choose a complex context
Context is the language environment. In a narrow sense, the language environment mainly refers to the time, occasion, location and other factors required for language activities, and also includes the preface and context of expression and understanding, which is the scene of language activities. The language environment in a broad sense refers to the nature and characteristics of society, the occupation, personality, cultivation and habits of the user.
In the process of writing brand culture stories, try not to use a single language environment, but to describe the occurrence and development of the story in a variety of possibilities to improve the readability and complexity of the story.
(II) Reveal the psychology of the characters
The behavior of the characters is the surface phenomenon of the story, and the psychology of the characters is the internal basis for the development of the story. Describing the psychology of the characters is to describe the inner thoughts of the characters, so as to reflect the inner world of the characters, reveal the emotions of joy, sadness, contradiction, worry or hope of the characters, so as to better portray the characters’ personalities.
There are many ways to describe the psychology of characters, all of which are to express the rich and complex thoughts and feelings of the characters, make the story more vivid and real, and be able to express one’s own views and feelings.
The following are several methods for describing the psychology of characters.
1. Inner monologue
Inner monologue is one of the forms of expression of character language in the work. It refers to revealing the hidden inner world of the characters through the inner confession of the characters, so as to fully display the thoughts and personality of the characters and enable readers to understand the thoughts, feelings and spiritual outlook of the characters more deeply.
2. Action suggestion
Action is the body language of the characters. Grasping a certain action of a certain character and expressing the inner world of this character through specific description is the method of action suggestion psychology.
3. Environmental setting
Environmental description refers to the description of the social environment and natural environment in which the characters are located. Environmental description can play a role in setting off the psychology of the characters.
4. Sensory stimulation
In psychology, human senses are divided into several categories, such as vision, hearing, taste, and smell. In literary works, as long as the momentary feelings of the characters are captured, the description of any kind of feeling can play a role in reflecting the psychological state of the characters. For example, in Gorky’s “Mother”, the scene in the dirty third-class waiting room of the train station that the “mother” saw was so delicate, the sound of the glass vibration that she heard was so harsh, and the smell of tobacco leaves and salted fish that she smelled was so pungent. Here, multiple senses such as vision, hearing, and smell are mobilized to express the nervous mood of the “mother”.
(III) Triggering unique thinking
Different things can trigger different thinking, and different audiences reading the same thing will also generate different thinking. In a sense, what kind of thinking a story can bring to people is also an aspect that determines its quality. Therefore, when writing a story, you should fully develop your own ideas and think about what kind of thinking experience this story can bring to the audience. For example, the entrepreneurial story of Chu Shijian, the founder of Chu Orange, tells people: Don’t give up fighting in adversity, which is very inspiring.
(IV) Readability
Readability refers to the degree to which the story content is attractive, as well as the reading value and appreciation value of the story. Especially in today’s Internet “fast food era”, how to write brand culture stories vividly and interestingly to resonate with readers is a question that most brands are thinking about.