Terpel hoy en día es una de las marcas más importantes dentro de la industria de los combustibles en Colombia. Al ser uno de los mayores distribuidores de hidrocarburos en el país es clara su presencia dentro del mercado. La empresa tiene sus comienzos en 1968 como solución para proveer de gasolina al departamento de Santander el cual tenía problemas de abastecimiento por esta época. En esta época contaba con 20 estaciones de servicio y 45 años después de su lanzamiento tiene más de 1.800 estaciones de servicio en varios países.
Su crecimiento a lo largo del tiempo es claro, pero ¿cuáles han sido sus estrategias para mantenerse en el mercado? ¿Qué tanto ha cambiado esta marca con el pasar de los años?
Terpel desde su creación ha cambiado 4 veces de imagen corporativa y con ello, su filosofía.
Cada imagen tiene una historia que se ha ido renovando a lo largo del tiempo, pues una marca debe ser innovadora y estar en constante movimiento. Si se analiza su historia se entiende el porqué de sus cambios.
Terpel inicia distribuyendo gasolina en las zonas periféricas que no eran atractivas para las grandes compañías multinacionales que operaban en ese entonces en el país. Ese factor fue un éxito rotundo para la marca, pues en esos tiempos la gente recordaba a Terpel con cariño e incluso se llegaba a decir que “había un Terpel donde ni un cura llegaba”.
En 1997 Terpel cambia de marca e impacta con el concepto de “un sol en movimiento”, con este símbolo se autoproclama como la fuente de energía del país, aquella que impulsa y promueve potencia, energía y que funciona como una fuente de luz para todos los colombianos.
Pero no es sino hasta 2006 que se consolidan sus 7 Terpeles (distribuidas a lo largo del país) y la organización presenta “un nuevo sol” y con ello una nueva propuesta de conceptos como la cercanía, movimiento, confiabilidad y renovación.
En tiempos modernos la Organización Terpel decide renovar por última vez su marca a la versión que se conoce actualmente, esto ocurrió en el año 2012 y se presentó como “la nueva era de Terpel”, una era en la que su principal interés es el cliente más que el automóvil, bien lo dicen en su slogan, “A tu servicio”, lo que quiere decir que quieren seguir posicionándose en el corazón de los colombianos mediante la cercanía, solidez y confianza.
Para muchos clientes el cambio de identidad no se ajusta muy bien a su filosofía, pues consideran que se sacrificó lo llamativo y compacto que tenía el anterior, lo que indica una aparente modernización de la marca, pero una carente originalidad y distinción.
A pesar de las diferencias en la interpretación de cada logo, este es para el cliente una referencia gráfica que representa los principios y propósito en cada momento de la vida de la empresa y la evaluación del logo de Terpel cuenta esta historia.
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