I'm still mostly a corded tools guy, but with the exception of a few selected Makita, my cordless tools are Bauer, Ryobi, and Hercules in descending order. Initially I didn't expect cordless to compete with corded. Now I mostly stick with corded because they are often cheaper and I don't have to take a battery platform into consideration.
I started getting Ryobi in 2012, at that time mostly garden tools. Since I already had the batteries over time I've branched out into others. I've been happy with them, no complaints.
Probably 2 or 3 years ago I started getting Bauer. I started with a drill and driver, they were really cheap and I thought it would be nice to have a set in the house when I just needed something in a hurry, plus my family can use them and I don't have to worry about where they got left. That was the older brushless, and while not on par with my Makita, they really were not bad and I think they were only $30 including a battery and charger. With the included 1.5 amp hour batteries they are on the weak side, but usable and they perform significantly better with the 3 or 5 ah batteries.
Later I got the brushless drill and driver which are quite a bit better, although I'd have no problem recommending the brushed ones to someone on a really tight budget.
It seemed like for a while there HF had a buy a tool get a battery free deal a couple times a month, and they got me. Now I've got a gaggle of batteries, 7-1/4" circular saw, jig saw, cut off tool, couple of inflators, 3 gallon shop vac, hot glue gun and I'm probably forgetting a few. They have all exceeded my expectations (which were admittedly not set very high), and in fact have resulted in my corded tools only coming out if I have a fairly good size project.
Last I have added a couple of Hercules, mainly because I wanted a portaband, and they don't make one for Bauer. I was debating between Ryobi and adding another battery platform, when HF had a buy a Hercules battery and charger for $99 and get a free tool deal which included the portaband as an option. The tool alone was $129 and Ryobi's was more, so that was kind of a no brainer. Since I had the batteries I've also bought the 2 gallon "dust buster".
Ryobi are good, I've got no complaints but HF has really been nailing it with Bauer and Hercules. I'd consider most as good or better than Ryobi, or any of the Box store brands, and they are cheaper. I still buy Ryobi because they are good tools and they offer a much larger selection of tools, but I will usually look at Bauer or Hercules first.
The Bauer and Hercules batteries are one of the best selling points, as they are cheaper (much cheaper during sales) and they now offer 8ah, and 12ah batteries as well. Not cheap, but most of the other budget brands are only now starting to anything bigger than 4 and 5ah.