Chashanfang Natural Handmade Soap: How to write a touching brand story?

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEji0l3mjBlhyphenhyphen-g2ekk0twUC0uD_jgQJ47XItKahyphenhyphen 5-7JXa7tD4aFngXNi_-8fulf_lR_qMfdm5IEGtC_ZbQZzHIgQMDJMrJLHADUTQxHh8Phhg_ISw4mJ5_UqqqynTFKr7Tgs-8sloc49Oi/s1600/teasoap.jpg)

Looking back on the process of teaching copywriting in the past, people often asked me how to write a “brand story”?

Brand Story refers to meaningful news in the process of brand creation and development. Most brand stories are about the founder of the brand, which are legendary and interesting. Some brand stories are major events in the brand’s creation and development process. Brand stories can reflect the brand concept, increase the brand’s historical depth, seniority and authority, deepen consumers’ understanding of the brand, and enhance the brand’s appeal.

In a nutshell, a brand story is to write a story about what happened in the development process of a corporate brand. The key point is to make the target audience “feel” after reading it, arouse “resonance”, and then “act”. Someone has also asked me, what should I do if the company’s development history is lackluster, or the founder or the industry itself is serious or traditional?

Tea Shanfang’s brand story example

I remember that students who made handmade soaps asked me before, how to write an approachable and persuasive brand story? I think I might as well share it with you using the case of “Teasanfang Natural Handmade Soap”.

When you open the webpage of “[Teasoap.com.tw/pages/about-us]”, the first thing you see is a simple and natural atmosphere, which also conveys the insistence of this old soap factory founded in 1957 on making natural handmade soap. In particular, if they emphasize that all products have passed SGS inspection, and also advertise the corporate spirit of “naturalness is only basic, and can withstand inspection is fundamental,” they will be highly praised by consumers.

The company also introduced the history of Chashanfang in the article, mentioning how the first generation founder of Chashanfang, Grandpa Lin Yicai, who was born in 1930, spent his whole life making the purest and most natural handmade floating soap. Seeing these soft pictures and non-exaggerated graphic information seems to be a metaphor for the tone of “Tea Mountain House” and even its unique value proposition.

We can also learn about the company’s product features and unique value proposition from the introduction to soap making on the web page.

[](https://www.teasoap.com.tw/pages/Ten Steps to Making Soap)

A decade of soap-making technology, every piece of soap is a sincere work of the craftsmen, exclusive ten-step soapmaking, and the only floating soap in Taiwan.

Use words to convey brand beliefs

Next, click on the “About Us” page, and we can finally see the brand story of Tea Mountain House. They used photos and words to tell stories, conveying how this “Cha Shanfang”, which has been inherited from Meishengtang, uses Biluochun green tea from the Three Gorges in the production of soap, which has been passed down for three generations and has endured for a long time.

Grandpa once said: “Making soap is a conscientious business.” Grandpa remembered his instructions and led us to stay where we are and continue to make tea pots that will not harm people and the environment, because we know that one day everyone will look back and go back to us who foolishly made natural tea pots.

Through the text description, coupled with a few eye-catching pictures, it seems that you and I can understand Chashanfang’s brand beliefs and their original intention of investing in related product research and development over the years. A brand story that can be praised by everyone must have a strong connection with the product itself; in other words, product quality is very important - telling a story is not enough, the brand story also needs the ability to reflect the brand concept and value!

In the process of writing this article, I only browsed the website of Chashanfang a few times, but I unknowingly remembered that “Chashanfang, which makes soap with heart, washes people’s local memories and historical emotions with the same mood, and only hopes to respond to the warmth of this land and people’s enthusiasm with the warmth of the palms.” This passage also shows the power of words.

Rather than saying that the Chashanfang team was very careful when making the website, it should be said that they accurately conveyed their desires for land and human relationships, and then integrated and interpreted the links of bravely pursuing dreams and practicing concepts very well.

──Let the public believe that by purchasing products related to Chashanfang, they support Taiwanese people’s local aesthetics of being close to the local people, and they can also make a small contribution to safeguarding health and caring for the earth.

And this also confirms one thing, that is, a carefully written brand story can not only add points to the brand itself, but also play a key role in connecting, thereby deepening consumers’ perception of the merchant.

Sincerity is the soul of the brand story

It is true that writing a brand story is not about participating in an essay competition, nor is it just about piling up beautiful or exaggerated words to impress people. Rather, it is necessary to sincerely write an infectious chapter, shorten the distance between the consumer public and the enterprise, and then form a subtle connection, and then generate resonance and action.

★ Source of the picture at the beginning of the article: Teasanfang

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