UK Toolmaker - Is a Brand Name important?

Hello there, I'm a UK Toolmaker, who specialises in Stone Masonry Tool, and various other Specialist tools. We were until recently also manufacturing Farriers Hammers for a UK Client, but the business has been taken elsewhere. We are looking at the possibility of producing either our own range of tools, which would be to the same quality etc, but without the price tag of a 'named' product.
What I'd like to know is, are the 'Names' important to you? Would you buy a tool based on the famous farrier that produces (or puts there name on)?

Our company (including those we have bought over the years) has been producing tools since 1902. We have contracts with Military suppliers, are one of the very few to still manufacture Hammers to British Standards, and produce tools that are unique for specialist applications. Would this sort of quality be sought after if we were to 'go it alone', or do we need to tie up with a Champion?

Theres obvious benefits in the 'Tie up', the market knowledge, instantly trusted by those in that field etc, but when that puts the price of a hammer above £100 to the end user, if you could get the same quality for £60, would the name be an issue??

I'd appreciate your thoughts, as we are currently deciding what to do, have our own brand, and learn the market as we go, or tie up with a Champ who knows the score, but will obviously pitch into the market at a similar, if not more expensive price than previous champs.

Thanks

When we farriers buy tools made by brand name farriers, we know the tool works because it is a farrier who lives and works as a farrier who's made the tool. In this case there is no doubt the tool is right for the job, if you know what I mean.

whereabouts are you based ? I only know of 1 farrier who has changed hammer manufacturer and that was due to quality control , farriers are more likely to buy if they see tools being used by another farrier

Ok, from your post Mikel, you are saying that you want the Tools that are sold by the Farrier, to be actually made by the Farrier (every one?) and it is this that gives you the confidence it is made correctly? Do you have any concessions that it may be designed by the Farrier, and made to their standards? This would be more realistic for production in anything but the most exclusive of Tool manufacture.What if you could assess for yourself the qualities required in a Tool, do you need to, or want to pay for a well know name being on it?

I fully agree, that if you want a tool manufactured by someone who knows the trade, knows his game, and knows how to make the tools, then having a tool actually made by them is a great way of making sure you get that exacting quality your after. On the other hand though, much like Jamie Oliver doesn't 'Make' kitchen equipment, he's happy to put his name on it, and people buy this because they trust in his ability to judge its quality (brand), is that an entirely different thing?

What I'm saying is as Chris posted. When we see a farrier using a tool and recommends it, more of us are likely to buy it. Especially when a farrier is involved in the making and design, example: Bloom Forge, Jim Blurton, Viking Farrier Tools. If your tools are used by and recommended by farriers it's better.

Hi Chris.

So, from what you say, seeing the tool in action gives you a certain amount of security in that its good for the job, especially if its a well know Farrier. Obviously a well known Farrier isn't going to use a poor quality tool, but its not so important to you that he made it himself, so long as he deems it to be good enough to use?

As for location/who the client is etc. I won't be drawn to comment, and if you did happen to have that sort of information, its probably best/safest/cheapest to keep that to yourself .

We wouldn't have contracts with MOD suppliers if our quality had an issue.

To be clear, I am here to learn about your Tool Choices, that is all. We are looking to see where in the market we should aim for, and we can only do that accurately if we have researched the market.

I see, I may have not quite worded my reply correctly, or I may be being a little too pedantic, but in your first message, you did say 'Made by' the Farrier, and I was trying to distinuguish the difference between 'Made By', and 'Designed by', as Chris eluded to in saying he knows a Farrier who has them made for him. In most cases this little detail would go un-noticed, but as you guys all know your stuff about steel and forging, its a small detail that could make a big difference.

Thanks again for your input, so far it seems that you guys are happy to trust in the Named Brands, because you'd like to think the Farrier in question has been involved in the development and manufacturing process, even if he doesnt make each one himself.

At what point though is it apparent that a brand (again like the Jamie Oliver example) is simply a licensing deal? They've been paid a sum to stick their name on it, or they simply re-sell a standard product with their name on it? This is something we will avoid (Just not our style), but we need to know how best to distinguish ourselves from it.

you are not a toolmaker in the UK that is for sure

what do mean by keeping that information to myself for best /safest / cheapest ? by the way I do have that sort of information , and better still access to more , if i want to tell what I know on a public domain I will and you cannot tell me not too

I find it hard to believe that a top notch farrier would knowingly associate his name with an inferior line of tools for long. That is why we might be likely to trust the tools quality. I'm sure that a manufacture of a non name-brand tool can make a quality product, but how could we know before trying the tool. It would have to be a lot cheaper and have a great warrantee and the manufacturer would have to stand behind that warrantee in order to break into the market. If this allowed them to break into the market, they could probably raise prices, as long as they were to maintain a good track record.

Regards

In professional shoeing tools quality sells. I don't care if its endorsed by Mary Popens it has to feel rite ,work rite and hold up a long time.

the way they write and present , the questions been asked , why dont the just approach the uk farriery industry ? the whole presentation is very similar to emails recieved from several pakistani companies in the manufacturing industry

Rick, if you get a chance some time, ask Chris Gregory about the knife business; you will be educated

Yes , straight up , they are not for real

Ray read the initial response to me , the second paragraph sounds very intimidating , if they are so legit they would tell us who they are instead of been so secretive , I think I will stick to my Derek Gardner hammers , never let me down and i cant see them wearing out or breaking why change ?

Chris, I with you. If they were a quality UK tool maker, then there would have been a webpage link on the very first post so we could have looked at their site and determined for our selves. Not enough things add up right.