@estrategiasquefuncionan
Schwager, with more than 160 years of history and roots in the coal industry, faced the need to align its corporate identity with its current stage of development.
Since 2011, the company had consolidated its role in large-scale mining, expanding its client base, diversifying operations across Chile and Peru, and strengthening its corporate governance. However, the brand still conveyed elements associated with its coal-based origins, which created a degree of disconnect with its current reality.
This was further compounded by the coexistence of identities for the parent company and Schwager Service, which could lead to confusion, while also revealing an opportunity to more effectively communicate its value proposition around sustainability, innovation, and reliability.
The challenge, therefore, was to comprehensively update the company’s narrative—preserving its legacy while more clearly reflecting the competitive position it has achieved within the industry.
A comprehensive repositioning was defined under the concept “Mining Expertise,” aimed at capturing Schwager’s historical trajectory while connecting it with its present and future.
This was not merely a visual rebranding, but a redefinition of the company’s narrative and identity—one that reflects what Schwager had already become: a modern, reliable, and growing company.
The strategy followed a 360-degree approach, integrating internal and external channels, both digital and in-person, with strong leadership visibility and a narrative anchored in key pillars such as innovation, compliance, international expansion, and sustainability.
- Brand redesign: new logo, unified identity across the parent company and subsidiaries, and implementation across physical spaces, machinery, and uniforms.
- Internal launch: talks, videos, toolkits, and engagement activities to align employees with the transformation.
- Website and social media: launch of a new corporate website and a content calendar of 16–20 monthly posts on LinkedIn and other channels, supported by a professional editorial line and refreshed visual identity.
- Innovative formats: creation of “Schwager Voices,” a platform where leaders and employees shared experiences and key insights.
- Media relations and spokesmanship: strategic interviews with the CEO in Tier 1 media, achieving coverage across print, radio, and television.
- Key events: participation in EXPONOR 2024 as an international platform to strengthen partnerships and drive strategic agreements.
The strategy enabled the consolidation of a clear and coherent narrative across five key dimensions: financial growth reflected in record dividends, international expansion across Chile, Peru, Mexico, and Japan, institutional recognition, an increase in high-value contracts, and a cultural transformation that connected its legacy with its future.
Schwager’s external perception evolved toward that of a modern and reliable company, positioned as a strategic partner to the mining industry and recognized with the 2024 National Enterprise Award from the Chilean Association of Engineers.
