The Truma Group, a global provider of heating and cooling systems for recreational vehicles, consists of several subsidiaries, including Alde, Leisure Tec, nexT, PowrTouch, Truma TGT / TrumaUS, Truma Industrial, and Truma itself.
The goal of this project was to ensure consistent brand integration across all subsidiaries. To this end, a comprehensive Brand Book was developed, which contains detailed guidelines for the use of brand and marketing assets.
This Brand Book should ensure that the identity of the Truma Group is communicated consistently in each of its brands and markets worldwide.
Client
Truma Group
Areas
Branding
Year
2023
Process
At the beginning of the project, a comprehensive analysis of the existing brand presence of all subsidiaries was conducted to understand their differences and similarities in brand presentation. Based on this analysis, a comprehensive Brand Book was developed.
This brand book received precise instructions on the following areas:
•
Logo Usage: Guidelines for correct placement, color variants, and scalability of the logos.
•
Color scheme: A defined color palette that ensures that all materials adhere to the same visual standards.
•
Typography: Consistent fonts and weights to ensure clear and professional communication.
•
Tone and Voice: Guidelines for verbal communication to authentically and consistently represent the brand essence.
Challenges
The Brand Book has been developed as a central guide for internal teams as well as external partners and service providers. It contains detailed guidelines for the use of brand resources, including visual elements and the consistent language to be used throughout all communication. It was particularly important to create a coherent brand identity that reflects both the individual strength of the subsidiaries and their affiliation with the Truma Group.
Results
With the introduction of the Brand Book, the Truma Group was able to ensure a consistent brand management across all subsidiaries. This led to a stronger brand recognition and increased trust in the individual brands of the group. The Brand Book also offers enough flexibility to accommodate regional differences and market-related adjustments without diluting the central brand identity. Thanks to the clear guidelines, all subsidiaries can effectively and consistently communicate the brand values of the Truma Group.
Conclusion
The creation of the comprehensive Brand Book was a crucial step in ensuring the brand integrity of the Truma Group across all subsidiaries. Clear guidelines for the use of marketing and brand assets ensured that the brand is presented strongly and consistently both internally and externally. This not only promotes clear brand perception, but also supports the long-term success of the Truma Group as a leading company in its sector.
