Brand Tone

Professional, Traditional, and Security-focused.

Brand Values

• •Security
• •Quality
• •Tradition & Heritage
• •Innovation
• •Design

Best Practices

• •Lead with Heritage and Trust
• •Balance Tradition with Innovation
• •Use a Formal and Confident Vocabulary
• •Focus on Security as the Core Benefit
• •Tailor Messaging for B2B vs. B2C

Social Perception

Among Trade Professionals: PADO is seen as a legacy brand, known for durable but sometimes discontinued storm door locks that require specific replacements. It is a known entity in the hardware and locksmith community. Among General Consumers: Awareness is low in the U.S. market. The brand name "PADO" is more likely to be associated online with the PUREWAVE massagers due to the padousa.com URL and related legal cases. For its core products, PADO is not a household name like Schlage or Kwikset but is recognized by those who have its hardware installed in their homes.

Copy Examples

• •The Legacy of Security, Reimagined. Introducing the PADO Digital Collection—80 years of trust, unlocked with a single touch.
• •Crafted from solid brass and a cemented steel rod, this is more than a padlock; it's a PADO promise. For generations, we have secured what matters most. Trust in tradition, engineered for today.
• •Since 1936, PADO has been the benchmark for security in Brazil and beyond. Our journey began with a simple commitment: to build locks of uncompromising quality. Today, our advanced industrial park and commitment to innovation carry that legacy forward, protecting homes and businesses for the next generation.
• •Specify with Confidence. Specify PADO. The convergence of enduring security and sophisticated design.
• •Innovation is built on a foundation of trust. Our new FDE-800 Vision lock, featuring facial recognition, continues PADO's legacy of pioneering security solutions for the modern world. Discover the future of access control. #PADO #Security #Innovation #AccessControl