Brand Tone

Aspirational and Practical

Brand Values

• •Quality
• •Modernity
• •Transformation

Best Practices

• •Lead with the Transformation, Support with the Features: Always start by highlighting the aesthetic or emotional outcome (e.g., "A more peaceful home," "A modern look"). Then, use the practical features (waterproof, easy-to-clean) as the logical reasons to believe in that transformation.
• •Speak to the "Effortless Upgrade": Frame the product not as a difficult construction project, but as a simple, smart upgrade. Use words like "effortless," "quick," "simple," and "instantly" to describe the installation and transformation process.
• •Maintain a Clean & Modern Voice: Your copy's style should mirror your product's aesthetic. Avoid overly casual slang, excessive emojis, or cluttered text. Keep sentences clear, concise, and professional, reflecting a modern and organized brand.
• •Develop a "Persona-Based" Content Strategy: Create content specifically for different customer types. For example, one post might address parents ("Easy to clean spills"), another for pet owners ("Resistant to scratches and paws"), and a third for design enthusiasts ("The perfect neutral base for any decor"). This makes the messaging more personal and effective.
• •Build Trust Through Transparency and Expertise: Start filling the information gaps. Create blog and social media content that explains how to choose the right floor, the difference between SPC and other materials, and how to care for the products. This positions you not just as a seller, but as a trusted expert, which is crucial in a market with few independent reviews.

Social Perception

Emerging and Niche. Perceived as a specialist supplier and visually appealing, but still under the radar with limited online engagement.

Copy Examples

• •The End of Worrying About Your Floors. Our 100% water-resistant SPC flooring combines modern elegance with everyday durability. For active homes, for happy pets, for you.
• •Swipe to see this living room go from dated to dazzling. ✨ Our Terra series SPC flooring was the only change needed to create a brighter, more modern space. Ready for your own transformation? DM us for a free consultation.
• •Your home is your sanctuary. Don't let worn-out floors ruin the atmosphere. AJM PISOS offers a durable, beautiful, and fast-to-install solution. Discover the perfect style for your home. [Link to Website]
• •Why choose SPC flooring? ✅ 100% Waterproof ✅ Pet-Proof (scratches and stains are no match!) ✅ Quick & Clean Installation ✅ Silent and comfortable underfoot. It’s not just a floor; it’s an upgrade to your lifestyle. #AJMPisos #SPCFlooring #Ecuador #HomeRenovation
• •Founded in Guayaquil, AJM PISOS was born from a simple idea: everyone deserves a beautiful, modern space without compromising on quality. As direct importers, we hand-select every collection of SPC flooring and wall coverings to ensure it meets our standards for durability and style, so it can exceed yours.