Brand Tone

Knowledgeable, Inspiring, Practical, Approachable, and Innovative

Brand Values

• •Variety & Comprehensiveness: Offering a wide selection of products so customers can find everything they need.
• •Quality: Providing reliable and durable materials and tools.
• •Innovation: Continuously updating their product catalog and embracing new solutions and technologies in the industry.
• •Customer Empowerment: Enabling customers through knowledge, inspiration, and the right products to achieve their project goals.
• •Support & Guidance: Offering advice and solutions to help customers make informed decisions.
• •Accessibility: Reaching customers through a network of physical stores and a robust online presence.

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Knowledgeable, Inspiring, Practical, Approachable) and values. Provide clear examples of "do's and don'ts" for writing copy across different platforms (website, social media, ads). This ensures everyone creating content is aligned.
• •Know Your Audience, Platform, and Purpose: While the core tone remains consistent, adapt the specific language and style to the platform and the segment of the audience you are addressing. For example, LinkedIn copy will be more formal than TikTok captions, but both should still reflect Madecentro's expertise and enabling nature.
• •Prioritize Clarity and Action: Use clear, concise language that is easy to understand. Ensure your copy guides the user towards a specific action (e.g., "Shop Now," "Learn More," "Visit Us"). Avoid overly technical jargon unless addressing a purely professional audience and it's necessary.
• •Infuse Inspiration and Solutions: Frame product descriptions and promotional content around the benefits and solutions they offer customers. Show how Madecentro’s products can help them achieve their project goals, solve a problem, or bring an idea to life. Use visuals and storytelling where appropriate.
• •Review and Iterate Regularly: Consistently review your copy across all channels to ensure it aligns with the brand tone. Gather feedback, monitor engagement, and be willing to refine your approach based on what resonates best with your audience while staying true to the core brand identity.

Social Perception

Madecentro is widely perceived as a primary destination for woodworking materials, hardware, and related supplies in Colombia. They are valued by both professional carpenters, architects, and designers, as well as individuals undertaking personal home improvement or craft projects. Customers expect to find a vast range of products and brands under one roof. They are often seen as a benchmark for product availability and sector-specific retail. While traditionally known for their physical stores, their growing online and social media presence is making them more accessible and engaging to a wider, digitally-savvy audience. Customers appreciate the inspiration and practical tips shared online.

Copy Examples

• •Headline: Your Project, Our Expertise. Everything You Need, From Board to Brilliant Finish. Body: At Madecentro, we don't just sell materials; we provide solutions. Explore thousands of products, from high-quality wooden boards to the latest hardware, and get the expert advice you need to bring your vision to life. Start creating today! (Tone: Knowledgeable, Enabling, Comprehensive)
• •Headline: Dreaming of a Renovation? Let's Make It Real. Body: That perfect kitchen, the custom closet, the unique piece of furniture – it all starts with the right materials. Discover our inspiring range of finishes, textures, and tools at Madecentro. Your dream design is closer than you think. (Tone: Inspiring, Approachable, Solution-Oriented)
• •Headline: Pro-Grade Quality for Every Project. No Compromises. Body: Professionals choose Madecentro for a reason. We stock durable materials and top-brand tools designed for performance and longevity. Elevate your craftsmanship with supplies you can trust. (Tone: Authoritative, Quality-Focused)
• •Headline (Social Media/DIY Focus): Weekend Project? Unleash Your Inner Maker! 🛠️ Body: Got a creative itch? We've got the supplies! From easy-to-use tools to versatile melamine boards in every color, Madecentro makes DIY fun and rewarding. Check out our latest arrivals and get inspired! #DIYMadecentro #HomeProjects (Tone: Friendly, Inspiring, Practical)
• •Headline (Service-Oriented): More Than Materials: Your Partner in Creation. Body: Need specific cuts? Looking for design advice? At Madecentro, our services are designed to support your project every step of the way. Visit us online or in-store and let our team help you achieve outstanding results. (Tone: Supportive, Solution-Oriented, Knowledgeable)