With the emergence of more online sales outlets, STIHL has partially lost control of its branding and messaging. At the same time, demand for battery-powered cordless tools has increased. The leading brand in the field of horticulture and forestry has shifted its focus from a B2B target to a B2C audience, which has also had a positive impact on its professional customer base. Thanks to a coherent communication strategy, a strong auditory identity and intelligent radio spots, STIHL saw its brand attribution grow by +81% in two years.
New direction, same DNA
“With covid, purchasing habits have changed, as has the environment of our resellers, so our communication also had to evolve,” explains Ivo De Schepper, Director of Sales and Marketing at STIHL. “In 2023, we made the conscious choice of a more emotional approach, targeted at amateur gardeners. For several years, we have oriented our strategy towards battery-powered products, because the demand for cordless tools has exploded and STIHL wanted to position itself as a market leader. What stands out above all is that both campaigns, despite this new direction, remain deeply rooted in STIHL’s identity. Our key message of reliability, power and durability persists, combined with a strong visual identity and consistent communication. »
A recognizable sound logo and smart radio spots
An essential element of our campaigns is radio. “Since 2021, we have been present on the radio, and this has always paid off for STIHL. We use a sound logos recognizable, ‘Good job’ (hard work), and a distinctive tone of voice. It’s essential for us to stand out from other brands, and we achieve this in part through our unique audio identity », specifies De Schepper. “Repetition is crucial for a recognizable sound logo. Radio also works in the short term, but it is even more effective in the long term. »
The current STIHL campaign appears on the radio almost every two weeks. “Our radio spots are cleverly designed around the theme of ‘garden season’ and are not seasonal, ensuring the message remains relevant at all times. At the end of each spot we hear: ‘Fully charged for the garden season’, a nod to our battery products and the lasting relationship that STIHL builds with its customers. »
Listen to the ‘Sterk Werk’ sound (in Dutch):
Listen to the 2023 spot (in Dutch):
Listen to the 2024 spot (focus on drums) (in Dutch):
87% brand attribution
“According to DIVA, Var’s impact study, 87% of respondents directly associated the radio spots with STIHL – an exceptional result, almost twice as high than the industry average,” says De Schepper.
This notoriety is the result of consistency both in the message and in the identity of the brand. With a strong visual style, always true to core values, STIHL demonstrates the power of a long-term communication vision.
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