The Importance of Brand
Quality and robustness are the key requisites for tradesmen when purchasing hand tools but equally, how the tool feels when held is of equal importance â for instance, the weight for hammers, and comfort for knives and screwdrivers. Brand and perceived performance are also important drivers that impact on the purchasing decision, but this is dependent on the value of the hand tools.
When it comes to replacing old favourites, lower value tools such as saws and tape measures are replaced most frequently (every 3-6 months), whereas higher value tools such as hammers and spirit levels are only replaced every 2-3 years. For these items, brand plays a large part in the purchasing decision.
The Strength of Stanley
The Stanley brand is over 160 years old and still has a DNA that reflects its origins. Measuring and hand tools were some of the earliest products made by Stanley and they are an important feature of the company’s portfolio today. Since its formation, the Stanley brand has been synonymous with quality tools (and the ubiquitous Stanley knife), so it is no surprise to find that they are still the preferred choice for knives, tape measures and screwdrivers.
For many years, Stanley’s competitors have concentrated on specialist tools for the trade; e.g. Estwing for hammers and Stabila for spirit levels. However, with Stanleyâs recent brand marketing offensive via their Fatmax range, we have seen Stanley closing the gap on tools such as saws, spirit levels and hammers.
The Stanley brand itself is a super brand well-known to most people and positioned as a quality product. It certainly still stands for quality tools in the marketplace. Each trade has its specialist tools, yet the research shows that nearly every tradesperson has a Stanley tool in their bag. In fact, only 7 out of 516 tradesmen interviewed didnât own any hand tools made by Stanley.?
After one and a half centuries in the marketplace, and with younger tradesmen continuing to choose Stanley tools, the brand seems to be going from strength to strength.