Taking the wine brand as an example, let’s explore the four major routines of brand copywriting!

Since ancient times, wine has been loved by literati and even ordinary people. Some people use it to liven up their moods, while others use it to relieve their sorrows. As a country with a long history of winemaking, China has formed its own unique wine culture. Nowadays, with the maturity of winemaking technology, changes in people's tastes, and the diversity of drinking scenarios, more subdivided types of wine have appeared to meet the needs of different consumers.

However, in today's wine and beverage industry, the limited consumer base and the constant entry of new competitors have made competition among brands more intense. In order to increase brand awareness, seize a certain market share, increase sales, attract new users, maintain old users, and cultivate more loyal consumers, wine brands have come up with various tricks. In addition to winning by the quality of the product itself, they are also good at using a large number of marketing methods. Among them, the creation of product and brand copywriting is particularly important.

Heartfelt brand copywriting can give a product/brand special emotions, deepen consumers’ cognition and understanding of the product/brand, and convey brand concepts and product appeals. Not only wine brands, but all brands should attach importance to the creation and dissemination of brand copywriting. Today, I will take the wine brand as an example to discuss with you some tips on brand copywriting and see what writing routines can be used as reference.

1. Brand Name Embedding

As the name suggests, it means integrating the name of the product or brand into the copy, making it an integral part of the copy . With the exposure and promotion of brand copy with names, for potential consumers, it is equivalent to revealing their identity and directly telling them "who I am", thus forming an initial memory of the product; for other new and old consumers, named brand copy helps them to generate brand associations and further deepen their cognition and memory of the brand. In short, when the brand name is highlighted in the copy, it can bring ideal brand communication effects.

Therefore, when creating brand copy, the first thing to consider is to embed the brand name without affecting the tone and meaning of the entire copy or appearing abrupt. But we have to understand that writing copy in this way does not mean simply putting a name somewhere and calling it a day; there must be a logic for its existence.

Specifically, depending on whether the noun in the brand name itself has an extended meaning, the creative ideas of the copywriting can be divided into two types:

1. Pure brand name

At this time, the brand name that appears in the brand copy is purely the name or title of the product/brand, and only refers to the brand without any other meaning. Inserting or replacing the brand name will not have any impact on the meaning of the entire copy, so you can refer to or even apply some good sentence patterns, such as "I am xxx,..."

Example 1: I am Jiang Xiaobai , and life is simple <br />The brand copy that Jiang Xiaobai has been using to this day, just like its "simple and pure" proposition, the core idea of ​​this copy is "simplicity". The brand name is placed in the first sentence of the copy, and the identity is directly stated with "I am xxx". It is very simple and clear, straightforward and popular, which makes consumers remember this product at once.

Example 2: Good things will come naturally when Remy Martin is opened <br />A very familiar brand copy comes from Remy Martin XO. It firmly grasps the Chinese consumers' concept of paying attention to good luck and integrates the brand name into the copy. Opening Remy Martin can bring good luck . It not only has auspicious wishes, but is also catchy to read, which will naturally make consumers feel good about the Remy Martin brand.

2. Punny Brand Names

That is, in addition to representing the name or title of the product/brand, the noun itself has another meaning. When we put brand names with double meanings into the copy, on the one hand, the product/brand is highlighted; on the other hand, it can be used as a keyword to guide the emotional tone of the entire copy and enhance the spiritual connotation of the product/brand. During the creative process, focus on utilizing another layer of meaning of the brand name.

Example 1: Life is a hundred years long, it is rare to be confused
The brand copy of Bai Nian Hu Tu Liquor is that the four-character brand name is broken down into two parts: "Bai Nian" and "Hu Tu". In a short life of less than a hundred years, there are some things and times that we need to pretend not to know, even though we understand it in our hearts. Appropriate confusion is a rare wisdom in dealing with the world, which indirectly reflects the life philosophy of Hutujiu.

Example 2: Wisdom in life, appreciation of giving up
The brand copy of Shede wine , "Shede" is not only the name of the wine, it also means "willing to give, not stingy". Shede is a philosophy and attitude of life. Smart people know how to appreciate and apply this wisdom of life; of course, smart people also know how to taste Shede wine.

2. Product attribute decomposition method

Product attributes refer to the inherent properties of the product itself, which can distinguish it from other products in different fields . Common product attributes include: origin, time, history, price, color, model, packaging, size, purpose, shelf life, texture, material, processing, etc. In today's world where products are highly homogenized, we can find or even artificially create points of differentiation by exploring product attributes, such as new processes, new materials, exclusive heritage, unique packaging, etc.

Select the most differentiated or most advantageous attribute as the core appeal point of the product, and ultimately form a unique product/brand copy through textual explanation and conceptual guidance, allowing consumers to move from a low cognitive mode to a high cognitive mode, thereby gaining a competitive advantage for the brand.

For wine brands, the winemaking process is essentially the same, but each link can be slightly different. For example, a new production process may be added to a certain link, the material ratio may be unique, the raw materials may use an exclusive secret recipe, the storage time, and the size of the cellar may be different. In addition to the differences in production processes, there are also certain naturally formed product attributes, including origin and long historical heritage.

1. History

History is a unique advantage that no other brand can imitate . A brand that has survived such a long time must have gone through numerous tests. The fact that consumers trust old brands more is enough to show the importance of time to a brand. Taking history as the starting point to explain the inheritance and development of the brand is one of the creative ideas of the copy.

Example 1: Tang Dynasty imperial wine, today's Jiannanchun
Jiannanchun's brand copy interprets Jiannanchun's long-standing historical identity as a royal wine through specific historical dynasties and real drinking scenes.

Example 2: Wuliangchun, a famous tea, has intoxicated the world with its fragrance for three thousand years
The brand copy of Wuliangchun Liquor. As one of China's highest-end liquors and the core brand of the Wuliangye series of liquors, which are known as China's three major famous liquors, Wuliangchun uses the same craftsmanship and raw materials as Wuliangye. It is a veritable "famous star". What's more rare is that it has a history of more than 3,000 years.

2. Origin

For wine brands, place of origin is also a good theme that can be used in copywriting.

Example 1: I asked where the tavern was. The shepherd boy pointed to Xinghua Village in the distance. Fenjiu is a famous brand known all over the world.
The brand copy of Xinghua Village Liquor. The text directly borrowed two lines of poetry from the Tang Dynasty poet Du Mu. "Xinghua Village" is both a brand name and a place name. Xinghua Village in Fenyang, Shanxi is the birthplace of Chinese wine and wine culture. Its long history and unique geographical conditions are undoubtedly a guarantee of quality, giving consumers an effective and powerful shot.

3. Materials

The materials used in product production can sometimes differentiate them from other products, such as exclusive formulas, newly developed materials, high-quality materials, etc. You can also write good brand copy by taking a highlight of the material as a starting point.

Example: Pure grassland water brews the delicious Saihan liquor.
The brand copy of Saihan Liquor, which is produced in Inner Mongolia, immediately reminds consumers of vast expanses of lush green grasslands. The unique ecological environment breeds sufficiently pure water, an essential ingredient for brewing wine, so the wine produced is naturally sweet and mellow.

4. Processing

As mentioned earlier, the winemaking process is essentially the same, but technology is constantly improving. Each brand has a different grasp of the production process and the degree of research and development. When you have mastered the latest or exclusive technology, the processing technology becomes an excellent advantage of your own brand. Therefore, copywriting can be combined with technology to refine and elaborate on the highlights of the craftsmanship.

Example 1: Small cellar brewing makes the wine more mellow
The brand copy of Xuanjiu Tegong shows that while most liquor brands have given up brewing in small cellars and switched to large cellars today, Xuanjiu still maintains the high-cost traditional small cellar brewing technology, clearly conveying the benefit point of the small cellar being "more mellow".

Example 2: Double-fermentation wine, double fermentation, the taste is certainly unique
The brand copy of Shuanglunchi wine, double-wheel fermentation is a new process, the wine produced naturally has a unique taste.

3. Interest Appeal Law

The starting point is what benefits the product can bring to consumers and what physical or psychological needs the product can meet, that is, point out the benefits in the brand copy . It is necessary to have an in-depth understanding and grasp of the core functional points of the product, analyze and refine the real benefits that the function brings to consumers, and then describe them in words to form product/brand copy to make consumers have relevant cognition.

For example, a toothpaste with whitening and anti-caries functions can bring consumers a set of white and healthy teeth. For another example, a mobile phone with wireless charging function can undoubtedly bring convenience to consumers' lives.

It can be said that only benefits are what consumers really care about. When the appeal information points of the brand copy become the interest points of consumers, allowing them to understand and remember as much as possible what our products can bring to them, brand associations can be generated, stimulating consumers' desire to buy and ultimately generating purchasing behavior.

Back to the wine brand, as a relatively special beverage, it can bring benefits to consumers such as being better tasting, smoother, less intoxicating, less likely to get drunk, quicker to wake up, and healthier. By starting with the most prominent interest points, you can create copy that resonates with people.

Example 1: After drinking Erfang wine, I didn’t feel drunk.
The brand copy of Erfang Liquor is that people should have a good time at the wine table, but many people cannot drink much or get drunk easily, which may cause vomiting, headache and other physical discomforts. The copywriting of Erfang Liquor has grasped the interest point of "not getting drunk", which has touched the hearts of many consumers. It is such a pleasant thing to be able to drink to the heart and avoid getting drunk.

Example 2: Drink a little every day, be healthier
The brand copy of Ningxia Red Wolfberry Wine. As the saying goes: drinking too much alcohol is harmful to the body, but Ningxia Red has grasped the interest point of "health" and given consumers humane and healthy care through copywriting, allowing consumers to drink comfortably and with confidence.

4. Scene Positioning Method

The scenario here refers specifically to the product usage scenario . Human beings are social animals. They need to engage in various social activities, deal with different people in different occasions, and engage in social work. Factors such as people, time, and occasion can combine to form a number of consumption scenarios and consumption purposes. Therefore, most products have scenario-based characteristics (for example, when it comes to clothes, we choose to wear suits and dresses in formal occasions, but in daily leisure time, we like to wear T-shirts, jeans, etc.; for another example, we wear sneakers when running, but wear slippers at home).

In fact, wine is a very important category for different scenarios. Different wines are drunk for different occasions (weddings, celebrations, business events, private gatherings, etc.), different wines are drunk for different purposes, and different wines are also drunk when entertaining different people (friends, lovers, bosses, elders, etc.). By positioning wine in specific consumption scenarios, we can accurately lock in the target consumer group, segment the target market, and carry out related marketing in a more targeted manner.

When creating scenario-based copywriting, one should have a clear understanding of the scenarios in which consumers will use the product, analyze the main factors behind these scenarios: occasion, object, time, psychological activities, purpose, etc., then extract the salient features of the entire scenario, combine it with the brand's positioning and concept, describe it with appropriate words, use it as the scenario information in the copywriting, and then integrate the brand information into it, and the copywriting is complete.

Example 1: Banquet Supreme, New Tiangan White
The brand copy of Xin Tiangan white wine is centered on the scene of "banquet". We can imagine that a banquet is a relatively formal and lively occasion. As the organizer, it is a very face-saving thing for the host to satisfy the discerning appetites of the guests with good wine and delicious food. Xintianganbai seized on this feature and launched the slogan "Supreme", which not only shows that the brand has a noble status and is suitable for banquet occasions, but also implies that people who drink Xintianganbaijiu are also sophisticated people.

Example 2: The first bottle of wine in youth (Caperna cocktail)
The copywriting of the cocktail brand Carbona uses "youth", a stage in life that everyone must go through, as the entry point, locking in the target consumers at young people and becoming the first choice for young people trying drinking for the first time.

Conclusion

The article ends here. Although the examples listed in the article are all about wine brands, the creative routines of these four categories of brand copy are also applicable to other brands, and the ideas are similar . I hope that everyone can gain something from this article.