Verbal identity
Brands that tell a story use elements such as words and images to compose and sustain their narrative. Here we gather guidelines and examples on how to apply verbal elements to ensure that Gerdau's position is transmitted with clarity and consistency.
How we talk
Gerdau communicates in an expert-affiliative manner. This means that we are experts, a reference in the market and, in our speech, we talk about and to the people who use our products, whether they are our customers, who work with our products, or the customers of our customers, who have their future shaped by steel.
Our language translates our expertise in a simple and clear way, and thus reaches people to empower them about their ability to build the future, especially our employees. We have an inspiring speech that reflects our visionary spirit and shows that we are partners with those who follow the changes in the world.
To build our messages and connect with customers and brand employees, we have a selection of keywords and three elements that make up our tone of voice, which you will learn about below.
Our tone of voice is composed of elements that characterize the way we communicate with the public. The following three elements are complementary. In line with the versatility of the positioning, it is not necessary to use them all at the same time, but it is possible to combine them to give more personality to the speech.
VISIONARY
Having a visionary tone means always looking ahead. It means knowing how to identify future needs and trends and anticipating changes. But it all starts with understanding the customer, the customer of the customer, and so on.
PARTNER
Being a partner means being able to go deeper into the needs of customers and finding a common solution for both sides. It is about creating lasting relationships, and not just “wanting to sell”. It is to show that you are here to stay and shape the future with the customer.
FLEXIBLE
Being flexible means always being willing to adapt to the needs of the other and the business context. It is knowing how to listen, not wanting to impose or own the truth. Rather, it means understanding the different natures of customers and having the versatility to shape each of them.
The concept text is our point of view on the way our audience lives.
- Does life ask for steel?
- Or new ways of living
- To renovate
- To build
- To move
- To plant
- To generate energy?
- Gerdau is connected to all these changes and wants, in partnership with you, to help build the future.
- Gerdau is connected to all these changes and wants, in partnership with you, to help build the future.
- In permanent adaptation.
- In response to new demands and trends.
- With new products.
- With different forms of application.
- With disposition on a daily basis.
- With a team ready to work collaboratively.
- They say that steel is hard, unyielding.
- We want to prove the opposite.
- That he shapes himself, yes: to build the future.
- Gerdau is connected to all these changes and wants, in partnership with you, to help build the future.
The signature encapsulates the message that we want to pass on to our customers.
Gerdau. O futuro se molda.
Vocabulary
The following words, verbs and expressions can help to enrich Gerdau's vocabulary and make communication more consistent across all the brand's contact points.
To illustrate how the changes apply to the evolution of our communication, three examples of old pieces rewritten according to the new positioning follow.
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