With the rise of online retailers, STIHL found itself losing some control over how and where its brand was represented. At the same time, demand for battery-powered (cordless) tools surged. The leading garden and forestry brand shifted its focus from solely B2B to include B2C, which also positively impacted its professional customer base. Thanks to a consistent communication strategy, a strong auditory identity, and smart radio spots, STIHL achieved an impressive +81% growth in brand attribution in just two years.
A new focus, the same DNA
“Consumer behaviour changed during COVID, and so did the playing field for our dealers. Our communication had to adapt,” says Ivo De Schepper, Sales and Marketing Manager at STIHL. “In 2023, we consciously opted for a more emotional approach, targeting hobby gardeners. For several years now, we’ve shifted our focus to battery-powered tools, as the demand for cordless equipment has skyrocketed, and we wanted to position STIHL as the market leader.”
“What stands out the most,” De Schepper adds, “is that despite this change in focus, the campaigns are still undeniably STIHL. Our core message of reliability, power, and sustainability remains, supported by a strong brand identity and consistent communication.”
A recognizable sonic logo & smart radio ads
Radio is a key element of STIHL’s campaigns. “We’ve been on the radio since 2021, and it’s consistently delivered results for STIHL,” says De Schepper. “We use a distinctive sonic logo—‘Sterk Werk’—and an unmistakable tone of voice. It’s vital to stand out from other brands, and our unique audio identity helps us do just that.”
Repetition is key to embedding the sonic logo in listeners’ minds. “Radio works well for short bursts, but it truly excels over the long term,” De Schepper emphasizes.
STIHL’s current campaign airs almost every two weeks. “Our radio spots are cleverly built around the ‘gardening season’ theme but are not tied to any particular season, ensuring the message stays relevant no matter when it’s heard. Each ad closes with: ‘Fully charged for gardening season,’ a playful nod to our battery-powered tools and the long-term relationships STIHL builds with its customers.”
87% brand attribution
“According to DIVA, Var’s impact study, 87% of respondents immediately linked our radio spots to STIHL—an exceptional result that’s nearly double the industry average,” says De Schepper.
This level of recognition is the result of consistency in both messaging and brand identity. With a strong brand style that remains true to its core values, STIHL demonstrates the power of a long-term vision in communication.
