Brand Tone

practical, informative, and confident

Brand Values

• •Quality & Performance
• •Practicality & Efficiency
• •Sustainability
• •Innovation
• •Customer Focus & Reliability

Best Practices

• •Focus on Solutions & Benefits: Always frame product features in terms of how they solve a customer's problem or make their life easier (e.g., "Fix them fast," "Stop wasting time").
• •Use Clear, Direct Language: Avoid overly technical jargon where possible, especially when targeting end consumers. Keep sentences concise and to the point, reflecting the product's practicality.
• •Back Claims with Confidence (and Facts): Use strong, confident language when describing product quality and performance, referencing experience (e.g., "30 years"), guarantees, or superior features.
• •Maintain an Informative Stance: Educate the audience on the advantages of cold asphalt, its applications, and its benefits (e.g., sustainability, ease of use), positioning the brand as an expert.
• •Adapt Slightly for Platform, Not Persona: While the core tone remains consistent, allow for slight adjustments (e.g., more conversational on social media, more detailed on product pages) without altering the fundamental practical, informative, and confident persona of the brand.

Social Perception

Perceived as a practical and effective solution provider for asphalt repairs, known within its niche market (road maintenance, construction) with a generally positive reception among users and industry recognition within the B2B sector in Brazil.

Copy Examples

• •Headline: Potholes a Problem? Fix Them Fast with Asfalto Multi. Body: Don't let damaged asphalt slow you down. Our bagged cold asphalt is ready to use, easy to apply, and built to last. Repair roads, driveways, and parking lots efficiently – no special equipment needed. Quality you can trust, from Brazil's leading cold asphalt specialists.
• •Headline: The Smart Choice for Road Repair: Sustainable & Strong. Body: Choose Asfalto Multi for a greener, tougher solution. Our cold-apply asphalt reduces emissions and offers superior durability compared to traditional methods. Perfect for quick repairs or lasting patches, with a 24-month storable guarantee.
• •Headline: Stop Wasting Time & Money on Temporary Fixes! Body: Asfalto Multi delivers permanent asphalt repairs in minutes. Our high-performance cold mix is engineered for all weather conditions, even applying directly into wet potholes. Get professional results, simplify your maintenance, and keep traffic flowing.
• •Headline: Over 30 Years of Paving Excellence, Now in a Bag. Body: The trusted quality of Grupo Asfalto Multi, now available for everyone at Loja do Asfalto. Our bagged cold asphalt ensures high performance and practicality for everything from highway patches to home driveways. Experience the difference expertise makes.
• •Headline: Your Go-To for All Asphalt Needs: Easy, Efficient, Enduring. Body: Loja do Asfalto provides more than just cold asphalt; we offer complete solutions. From our renowned bagged asphalt to road marking supplies, get everything you need for effective and lasting road maintenance. Nationwide delivery and satisfaction guaranteed.