Here, we have to correct the thinking mode of most copywriting mistakes. Brand story first of all, everyone should have a change of thinking, not as a copywriter, but as a brand. Therefore, the first step must not be to start making up stories from the beginning, but to interpret brands and gain insight into consumers.

The first step must not be to start making up stories from the beginning, but to interpret brands and gain insight into consumers.

It is suggested that every copywriter should do solid research before writing: talk to the customer first and ask the founder more. The reason why a brand can survive must have its unique value. It is very important to explore this value and then package it.

Brand story is to tell the brand concept through stories.

Your whole story is not just to tell others stories, but to convey what you want to express to the target audience through stories. This concept is to establish the connection between the brand and consumers, so that consumers are impressed. Through this brand, I can have what kind of life or state I yearn for. So in fact, it is very easy to write brand stories to understand these.

Brand stories are like characters, with flesh and blood and attitude.

Brand story is not necessarily a very specific story, but also a bit like a brand manifesto, which talks about the attitude of the brand, such as treating the brand as a person, a friend of consumers, what kind of person this friend is, and what changes you will make if you strengthen this friend. So don't limit the form. The high-quality brand story lies in the brand thinking and core insight of the front-end copywriting. The marketing thinking of "insight" can help us to lock in more accurately. At present, most enterprises are subjectively endowed by enterprises, which do not meet the needs of any group in the market and cannot interact with any group. The significance of "insight" marketing thinking is to help us understand the personalities and needs of various groups and communicate effectively.

Brand stories, in essence, are: brands account for 80%, and stories only account for 20%.

What are the entry points for writing brand stories? Bian Xiao thinks: Actually, the entry point is not difficult to find. Let me give you some examples, such as: brand history, category, unique culture, inspirational story of founder, core technology, brand proposition, brand unique logo or advertising language, product origin, unique product efficacy, potential market demand and so on.