Brand Tone

The brand employs a hybrid tone of voice that adapts to the platform. Primary Tone (Social & Engaging): Relatable and Humorous. Secondary Tone (Commercial & Website): Direct and Value-Driven. Overall, the dominant persona is that of a knowledgeable but approachable expert; friendly, knowing its trade, but not taking itself too seriously.

Brand Values

• •Tradition and Experience
• •Value and Accessibility
• •Practicality and Utility
• •Modernization and Engagement

Best Practices

• •Maintain the Dual-Tone Strategy: Consciously balance the humorous, personality-driven tone for social engagement (especially TikTok/Reels) with the clear, value-focused tone for the website and direct sales content. This creates a well-rounded brand identity.
• •Lead with the Solution: Frame product descriptions and ads around the problem they solve or the project they enable. Instead of "We sell hammers," use "Build it stronger, faster. Find the right hammer for any job."
• •Incorporate "Insider" Language: Use terms like "ferretería," "el 79," and "concepto ferretero" to reinforce the brand's identity and heritage. This creates a sense of community with those who know the brand.
• •Create a Simple Tagline System: Use consistent taglines for different content types. For example, "Todo un concepto ferretero" for brand-level content and "Los mejores precios de Corregidora" for promotional materials.
• •Let Humor Humanize, Not Undermine: Ensure the humor used in social media always reinforces the brand's accessibility and relatability without undermining its expertise. The comedy should stem from shared experiences related to work and projects, keeping it relevant to the brand's world.

Social Perception

The public perceives h79.mx as a reliable, well-stocked, and fairly priced hardware store. Customers appreciate the balance of a traditional hardware store's extensive inventory with the convenience of an online purchasing option. The friendly service and humorous social media content contribute to a perception of a brand with a personality, making it more memorable and likable than a typical, purely transactional retailer.

Copy Examples

• •Precision is not a luxury, it's a necessity. The Milwaukee BodyGrip router is designed for control and a flawless finish. Stop dreaming about the perfect project and start building it. Available online and in-store. Link in bio. #H79 #Milwaukee #Herramientas #Carpinteria #HechoParaDurar
• •That feeling when the tool just *works*. 😉 Get your weekend back. ☀️ #H79 #Ferreteria #Comedia #Jardineria #FinDeSemana
• •Headline: 35 Years of Equipping Your Projects. Sub-headline: Get Exclusive Online Prices on Over 6,500 Products. Button: Shop Now
• •Headline: Your Home, Your Rules. Body: Leaky faucet? Faded paint? Don’t let small repairs become big headaches. At H79, you'll find everything you need to keep your home in top shape, from plumbing essentials to the perfect paint color. Shop our Home & Repair department now! Call to Action: Learn More
• •Title: Excel Smart Lock - Security Meets Simplicity Description: "Upgrade your security with technology that works for you. The Excel Smart Lock offers keyless entry, remote access, and a sleek, modern design that complements any door. Easy to install and even easier to use, it's the 21st-century solution for a safe home. Add peace of mind to your cart."