TRUMPF Uses Its Brand to Drive Business Success.
Case
TRUMPF is a leading German high-tech company headquartered in Ditzingen.
Since 1923, TRUMPF has been developing pioneering solutions in the fields of machine tools, laser technology and electronics for industrial applications. With approximately 18,000 employees, the company operates globally and is renowned for its technological excellence and capacity for innovation.
The Challenge
TRUMPF faced the challenge of sharpening its brand in a competitive landscape, with a focus on clearly articulating its strengths, customer benefits and uniqueness. The goal was to create a brand image that went beyond technological excellence to reflect customer relevance, innovative capability and future viability – thereby providing orientation both internally and externally. A key aspect was not only to define the new positioning strategically but also to embed it effectively across the organisation.
Our Solution
Starting point
An in-depth customer survey provided an objective perspective on the external perception of the brand. This was complemented by interviews with the management and selected specialist departments, forming the basis for a new, clearly differentiated and benefit-oriented brand positioning.
From Strategy to Implementation
An interdisciplinary workshop translated the brand positioning into a tangible communication idea. The objective was to distil key messages that would work consistently across all channels. To support this, we developed a modular toolbox enabling Corporate Communications, Marketing, Brand and other teams to communicate autonomously.
Embedding in the Organisation
A clearly structured roadmap with specific measures ensures the sustainable implementation of the brand positioning. Key business and functional units are actively involved and empowered to implement the new brand promise within their remit – enabling TRUMPF to be experienced as a strong, forward-looking brand.
The Result
Strategic Clarity with Operational Impact
The new brand positioning establishes a distinct profile in the market while providing a solid foundation for decision-making, communication and day-to-day operations.
A Binding Framework for Communication and Conduct
The brand promise acts as a strategic guiding principle for all departments and strengthens internal alignment toward a unified, brand-consistent external presence.
Holistic Implementation for Long-Term Brand Strength
Through the toolbox, action plan and cross-functional implementation, the brand is not only defined but actively brought to life – across the entire customer journey and at all touchpoints.
Contact us!
Alexander Biesalski
MANAGING PARTNER
