Brand Tone

Authoritative & Experienced, Professional & Reliable, Innovative (Aspirational), Solution-Oriented, Inspirational & Practical (for "Grau Hogar")

Brand Values

• •Tradition & Heritage
• •Quality
• •Leadership & Expertise
• •Innovation
• •Customer Focus & Long-Term Relationships
• •Commitment
• •Comprehensive Solutions

Best Practices

• •Integrate Heritage with Modernity: Consistently reference Grau’s rich history and experience as a mark of reliability, but frame it within the context of contemporary construction challenges and innovative solutions. This ensures the brand feels established yet relevant.
• •Uphold a Professional and Solution-Centric Voice: All communications, even inspirational content for the "Grau Hogar" segment, should reflect the core attributes of quality, durability, and effective problem-solving. Use clear, direct, and confident language.
• •Tailor Tone for Target Audiences within Core Values: While maintaining overarching brand values, subtly adjust the tone for different platforms and audiences. For B2B, emphasize technical specifications, efficiency, and reliability. For "Grau Hogar" (B2C), focus more on aesthetic appeal, ease of use, and lifestyle enhancement.
• •Consistently Reinforce Quality and Durability: These are intrinsic benefits of concrete and central to Grau's product offering. These attributes should be consistently highlighted across all marketing copy as foundational brand promises.
• •Substantiate Claims with Specifics: Whenever possible, back up statements about experience, quality, or innovation by referencing historical projects, years in service, product certifications, or unique technological advantages to reinforce the authoritative and trustworthy tone. For the "Hogar" segment, customer testimonials or visual project showcases can achieve a similar effect.

Social Perception

Established & Reputable, Supplier of Essential Construction Materials, Provider of Quality Products, Generally Reliable with Some Service Variability, Primarily B2B with Growing B2C Outreach

Copy Examples

• •With over 130 years shaping Chile's landscape, Grau prefabricados de hormigón stands for a legacy of quality and pioneering innovation. We deliver robust concrete solutions, building the future with enduring strength. Trust Grau: The foundation of progress.
• •Elevate your exteriors with Grau adocretos. Engineered for exceptional durability and designed for aesthetic versatility, our concrete pavers provide a high-performance, stylish solution for patios, walkways, and urban spaces. Build lasting beauty, from the ground up.
• •Transform your garden into an oasis! ✨ Our concrete sleepers and planters offer the perfect blend of modern design and rugged durability. Create the outdoor space you've always dreamed of with Grau Hogar. #GrauHogar #GardenDesign #ConcreteDecor #HomeImprovement
• •For large-scale projects demanding precision and reliability, Grau delivers. Our comprehensive range of certified prefabricated concrete products, backed by unparalleled technical expertise and a century of experience, ensures your project's success. Build with confidence, build with Grau.
• •Grau: Engineering the future of construction. We are committed to advancing sustainable prefabrication, developing innovative concrete solutions that meet modern environmental standards without compromising on strength or performance. Building responsibly for generations to come.