Tono de Marca

Proud, communal, and authentic, speaking directly to a specialized group of professionals (walking excavator operators). The language is straightforward and product-focused, avoiding hyperbole, and aims to foster a sense of belonging and shared identity, celebrating the skill and demanding nature of their profession.

Valores de Marca

• •Niche Expertise and Pride
• •Community and Belonging
• •Durability and Practicality
• •Understated Heroism

Mejores Prácticas

• •Always refer to the target audience as a "community" or "Helden" (heroes) to reinforce the sense of belonging and shared identity.
• •The copy should always show a deep respect for the skill and hard work involved in operating heavy machinery. Avoid overly slick marketing language that could come across as inauthentic.
• •Emphasize that the products are made for the demanding conditions of their work environment. Words like "robust," "reliable," and "durable" are key.
• •If a social media presence is established, the focus should be on user-generated content—photos and videos of operators and their machines in action. This will reinforce the brand's authenticity.
• •The tone is not about poetic descriptions but about clear, strong statements that resonate with a practical-minded audience. The copy should be as precise and efficient as the machines they operate.

Percepción Social

The brand's social perception is largely contained within its niche community, viewed as a positive symbol of professional identity. It's perceived as a brand that 'gets it,' understanding their work and language, and providing a way for them to express pride in their profession. The limited online footprint also suggests it's seen as authentic and 'by the community, for the community,' rather than a large commercial entity.

Ejemplos de Copy

• •For the heroes who stand on the slope in all weathers. Our new jacket: Robust, reliable, and made for the cabin. Your companion for the next challenge.
• •Respect to all machine operators out there! Tag a colleague who is a true hero of the mountains. #HeroesOfTheMountains #WalkingExcavator #Community
• •Long days, demanding work. Your coffee should be the least of your worries. Our thermal flask holds up – just like you do. #HeroesOfTheMountains
• •More than just a job. A calling. Show your pride with the official gear of the Heroes of the Mountains.
• •Heroes of the Mountains. Precision on steep slopes.