If he acts as a hero, his keynote is to challenge himself and realize his self-worth. Most male-dominated consumer goods, such as wine, are the tonality of this hero, such as Hengshui Laobaigan-drinking a manly taste.
It is also wine. If he portrays the image of a thinker and a wise man, then his tone tends to be deep and reflective, about wisdom and cleverness, such as giving up wine-a smart life and good taste.
The different tonality of the copy shows the different intonation and dialogue methods used in communication, and the logic behind it is that different people set up different brands. Digging deep, it is the value and interests of which group the brand represents and which group it speaks for.
Identify your target group and talk to them in a corresponding tone.
For example, if the customer group is 18~25-year-old girls, then your image may be a delicate young lady, mainly located in Xiaohongshu.
If the customer group is passionate young people who love outdoor sports, then your tone and image may be a challenger role in exploring the world and pursuing new things.
Therefore, behind the different tonality of copywriting, the brand should think about the people you want to establish in marketing, the target customers of the brand, and even the people you want to adopt when speaking.