Schlage's Refreshed Brand Identity and the Locksmith

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Recently, Schlage announced a refreshed brand identity for residential markets that included a new tagline: “Trust Your Home to Schlage.” The announcement spoke of the importance of making sure consumers were aware of the quality and availability of Schlage products aimed at the residential market.

However, in the release announcing the news, we noticed one word prominent in its absence — locksmith.

We asked how the locksmith or security pro fits in with Schlage’s refreshed brand identity, and in a written response, Schlage acknowledges an increase in its focus on the DIY market but maintains that the locksmith still is a large part of Schlage’s residential plans. That’s because not every homeowner is interested in DIY.

“We see locksmiths, security professionals and integrators as critically important partners in allowing us to carry out our promise of delivering simplicity and peace of mind,” Schlage says.

Schlage points to its focus on quality and durability as a benefit to locksmiths, because the features lead to fewer callbacks and improved customer satisfaction. Further, its focus on simplicity helps with easier installation.

“We continue to strive to be the partner of choice for locksmiths and other trade professionals,” Schlage says.

We look forward to seeing how Schlage continues to involve locksmiths.