2. Brand
positioning
What is ??
(TUMA Brand statement)
For DESIGN AGENCY and MANUFACTURING PLANTS (new users, switchers) in
automotive, aerospace and warehouse fields.
TUMA is the extra heavy duty slides expert offering total solution for
Industrial AUTOMATIC LINEAR SLIDING SYSTEM and HEAVY DUTY STORAGE .
3. Brand
positioning
Target market: Interior sliding system of luxury vehicles, first class
aircraft cabin, railway, ATM and automatic warehouse.
Customers’ pain: Lack of co-design consultant, light duty loading, high
tolerance of roller slides, over-spec and high cost of linear slides.
User primary benefit: Even more precise and smooth sliding motion
performance with heavier load duty and extremely light weight.
5. Brand
personality
Who is the typical man?
The typical TUMA man is the combination of multi-
characteristics. He is good at listening and open minded
to embrace any opportunities with adventurous attitude
always keen to try new things. He’s an innovator to
explore new trend and face the dynamic environment.
You can always count on him because he is reliable and
trustworthy. Ambitious makes him become a leader not
a follower. He is always energetic because he trains
himself as a strong and robust man with discipline.
Detail oriented is the way he deals with work.
Let’s introduce you to the real TUMA man, so you can
get to know him better.
6. Brand
personality
TUMA man
KEITH OWEN
Like: Off-road driving and mountain camping. Fly
airplane. Travel by motorcycle. Make new friends in
conferences.
Doesn’t like: People who judge you just by the way you
look. Fast food. Slippers. Being limited. Hearing
people say “Not possible”
Meet the
8. Brand
messages
Key Messages
Key messages of TUMA:
Integration of automatic sliding solution
Expert consultant service
A chance to re-position your brand in high
end market
Higher profit & turnover & brand value
Robust and durable quality
Smooth and precision sliding performance
Make you distinguish and stand out from
competitors
9. Brand
presence
Brand Touchpoints
In order to be efficient and
powerful in our brand, we need
to communicate in a clear,
consistent manner through all of
our touchpoints.
10. Brand
presence
tumalogo
Design Idea
Shape
The design idea of TUMA logo shape is
combined with right angle and round angle. The
right angle delivers the precision of TUMA
engineering ability, and the round angle express
the open-minded co-design partnership with our
clients.
Color
The dark grey represents the success and
wisdom and light grey is the meaning of
reliability within powerful energy. Trust and
openness are core value of white which TUMA
desires to impress clients.
