Hojalatería San Judas is a hardware and body shop with a history of 60 years on the market. The general objective of the project was to completely transform the brand through a rebranding process.
Accompanied with a winning branding strategy and a more professional and formal brand identity To help the company be perceived as a safer and more professional option. Thus achieving a positive differentiation from the rest of the Guatemalan Tin Shops that work informally to bring a professional proposal that helps the brand to significantly improve its brand positioning and consequently its sales.
Table of Contents
Business Objectives
– Increase sales by 10% by May 1, 2021
– Implement the organizational structure defined in the brand strategy in
all establishments by March 01, 2021
– Finish digitizing and enabling online payments by June 1, 2021
– Open a new establishment in a strategic point by January 2023
– Launch 2 advertising campaigns between March and July to promote the
most popular products of Hojalatería San Judas and obtain an ROI* greater than
the advertising investment and production cost of the campaign.
Brand strategy:
Among the services provided during this rebranding process, such as naming, redesign of the brand identity, logo, corporate stationery and brand manual, the branding strategy stands out, since it is the fundamental basis of the process itself.
For obvious reasons, I cannot share all the +70 pages of the strategic brand document that I developed, but I can share the logic behind the branding decisions that laid the foundations for the result.
Segmentation Summary
Men and women between 35-55 years of age, middle and lower-middle class, married, with adolescent children or children, who seek to buy and resell tin or white goods in the interior of the country. They also seek to improve their homes and certain basic needs. They also seek to repair their goods in relation to hardware and sheet metal. They shop monthly in the morning hours and tend to accept paying slightly higher prices because they are primarily looking for quality. They may end up leaving products or paid orders due to the trust they have in the brand and its staff. They keep moving between "the interior and the capital" and may come to belong to an ethnic group, speak Kakchiquel and Spanish.
Business model
The San Judas business model has 3 main business units:
The tin shop: the parts/products that are usually sold wholesale are worked and produced,
as well as creating or fixing other products as part of the refund policy.
Sale of products: It is the section of the business that buys and resells products from other distributors. It is known as the white and miscellaneous line.
Smithy: The blacksmith is the business unit that works externally, it has the function of
producing specific finishes in certain pieces of metal.
Competitive analysis
Through the process of investigating the competition, we realized that the professionalism and formality of many body shops is one of the main reasons why it is difficult to make a purchase decision in them and one of the main indicators to differentiate ourselves from them.
In general, when you call the body shops, the owner or the owner's assistant answers you, there is a long waiting time between when the owner's assistant calls you to consult a price or specification, and when they answer the phone, besides, most Of these tin shops it is very difficult to access them and get in touch, for example some have outdated numbers, do not answer messages and do not provide any type of information or prices on social networks, they even do not answer comments from people who are genuinely interested in their products. products Most tin shops do not advertise, nor do they pay any type of media such as online.
To stay relevant, they limit themselves to posting what they did or what they built on social networks and rely entirely on the traffic of people who pass near their point of sale and the interpersonal relationships they generate over the years. Tin shops are usually in several yellow pages on the web or newspaper and do not have a logo or corporate identity, or website, so it is very difficult to research anything about them before making a purchase. Those that do have websites are somewhat outdated, and the site is not particularly designed to make shopping easier.
Information and key points from the competitor analysis
- Prioritize professionalism and formality to build trust (there's a lot of unreliable tinsmith out there, let's not be just another one) This will help improve brand positioning
Staff exclusively in charge of answering calls, selling and sending quotes as quickly as possible to customers. Avoid giving the shop manager these functions (Increase in percentage of sales conversion) - Make it easy for our customers to find us when they are looking for a body shop. If the physical location of the premises is not favorable, then the online media must be clear, updated and accessible.
- Appearing in company directories is a "must" but yes, it is useless to be there if the contact information is outdated.
- Having a website that has a product catalog is necessary, not only a list or expressions on the air such as "plastics and miscellaneous" but a catalog that clearly explains what the product is and what it is for with each of the products.
- Take advantage of online media such as Google Ads and social networks to advertise
- Use the logo or corporate identity correctly to build trust and differentiate yourself from informal tin shops
- Keep the texts of the website focused not to talk about the product but to talk about the solution that the product provides to the client.
- Use phrases like "Includes completely FREE installation" and "if you buy in bulk we give you UP TO 30% discount" to stimulate sales (remember that when we say for example free shipping, in reality the price of the product is also included in the price). but due to consumer psychology, the customer perceives it as a "bargain" or a good deal
Brand positioning
For men and women service workers and vendors of shops and markets, the San Judas Tinplate is the option that provides the highest quality and durability in its tinplate products. With more than 60 years of experience, Tinsmith San Judas helps people with their tinsmith, hardware and plastic needs, offering them even white goods and miscellaneous. Dedicated to manufacturing, distributing, installing and selling wholesale and/or retail, high quality sheet products.
Brand values
The trust: By definition, trust is the belief, hope and persistent faith that someone has, regarding another person, entity or group that they will be able to act appropriately in a given situation or circumstance.
Excellence: it is the characteristic of being good, of doing things optimally. When we are excellent, we do things well without any excuses, we stand out from mediocrity, we are ahead of those who do everything "by half".
Friendship: It is a universal and moral value. It is the kind and disinterested personal affection, shared with another person, that is born and strengthens with treatment.
Happiness It is the union of fraternal ties that do not depend on economic and social circumstances. Whoever is happy feels comfortable, happy and pleased.
Visual brand identity
About the new logo
The company's new logo seeks to simplify the concepts of the previous one, make the brand look more professional and reliable, and improve the flexibility of the logo on the products to give greater priority to the name "San Judas" instead of the word "Tinware."
The new logo allows a better deployment of the brand's main logo brand. This should be used specifically for occasions where more formal presentations are made, corporate announcements, when the other variation competes with the composition, as well as in occasions where the space available for the logo is less, otherwise, any of the other variations should be used. variations of the logo, having as priority the logo with a gradient of blue tones.
The logo consists of a sans serif typeface in capital letters with a tall character “X” with a bold weight to make the brand look more professional. For its support, a font was also chosen with a high character with a high character “X” measure, differing by a light weight so that it fits well with the main font. To accompany there are two circles that represent the rivets made.
Brand advertising concept:
The San Judas Tin Shop has to handle publicity that makes clear its greatest differential, quality translated into durability, although in some cases we can encourage purchase through a promotion and limit ourselves to showing the product, quality should be the predominant factor in most campaigns.
Color palette
The color palette used for the San Judas tin shop seeks to demonstrate the brand's strength, security, and trust, but at the same time express kindness and sincerity, showing the way in which the workers and their brand treat their customers, making prefer it over the others. The palette is divided into primary and secondary colors.
Primary colors: They are the colors that should be used as the first option. These colors must be supported by the secondary colors.
Secondary colours: They are additional colors that support the main colors, and add variety to it. They are used for details, prices etc.
Brand Guidelines
Rebrand San Judas
Are you curious? Excellent! Click on the link to see the brand manual or brand book I made for San Judas
Oliver Puente
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