First, the writing principle
Let's talk about the writing principles of corporate brand copywriting, mainly including three aspects: defining brand positioning, highlighting brand characteristics, and keeping the same tone and style.
1. Clear brand positioning
If the brand positioning is not done well, there will be no foundation for later copywriting, and what is written will hang without foundation. Only by understanding the brand positioning can we convey a consistent brand image in the copy and deepen the impression of the audience.
2. Highlight brand characteristics
Highlighting brand features and advantages in copywriting can help users understand the core competitiveness of the brand as soon as possible and improve the competitive advantage of the brand in the market. Brand characteristics can be started from three aspects: products, enterprises and customers.
○ Product: Product is one of the key factors to impress users. We can emphasize the uniqueness of products or services, such as patented technology and material sources.
○ Corporate values: the idea that the enterprise adheres to or its significance to society, such as environmental protection and energy saving.
○ Customer case: Customer case sharing can enhance persuasiveness and prove the ability and effect of the enterprise in actual operation.
3. Consistent tone and style
Consistent tone and style help to shape the brand image and let consumers remember the enterprise. It can be carried out from three aspects: language style, typesetting design and communication channels.
Second, the structure and elements of brand copy
The structure of the copy is mainly divided into four parts: title, abstract, theme and ending.
○ Titles can quote data or highlight unique advantages to attract users.
Abstract ○ Keywords can be used to briefly summarize the content of the copy, so that readers can see the theme of the copy at a glance.
○ The topic needs to introduce the relevant information of enterprise brand in detail.
○ The ending needs to guide the audience to take action or impress the audience.