Customer Project
PROJECT
Löckenhoff is one of the leading bicycle retailers in the region, combining an extensive product range with expert personal advice, in-house workshop services, and exceptional customer care. As the company continued to grow, the challenge was to make these strengths consistently tangible across all locations and customer touchpoints. The objective of the project was to develop a brand strategy that establishes the brand not merely as a communication tool, but as a guiding principle for leadership, service, and the overall customer experience.
CHALLENGE
The analysis revealed that Löckenhoff's challenges were not related to product quality or market position, but to a lack of consistency in processes and service delivery. While customers highly valued the company's personal advice and expertise, varying procedures, unclear responsibilities, and an inconsistent brand architecture created friction throughout the customer journey. As the business expanded, it became increasingly clear that a shared framework was needed—one that would align employees, leadership, and service standards while ensuring a consistent brand experience across every location and customer touchpoint.
STRATEGIC INSIGHT
The positioning process revealed that Löckenhoff does not simply sell bicycles—it provides people with guidance in an increasingly complex world of mobility. The company's true competitive advantage lies not in its product range or pricing, but in honest advice, personal responsibility, and dependable service. These qualities became the foundation of a brand strategy that positions reliability as the brand's defining point of differentiation. The brand was redefined not merely as a communication platform, but as a guiding framework for leadership, employee behavior, and everyday decision-making—ensuring that every customer interaction consistently reflects the values and standards that distinguish Löckenhoff.
SOLUTION
Based on these insights, UNICORN developed a comprehensive brand prototype as the strategic foundation for Löckenhoff's future business development. The project included:
- Development of a clear brand positioning
- Definition of the company's purpose, Golden Circle, and brand guiding principles
- Development of a distinctive brand promise
- Redesign of the brand architecture for Löckenhoff and Rad1
- Definition of leadership, service, and decision-making principles
- Development of a brand strategy that integrates business processes, corporate culture, and the customer experience
- Design of a brand identity that visibly communicates reliability, trust, and the value of personal advice
The result was a strategic brand framework that extends far beyond visual identity. It provides clear guidance for leadership, employees, and customer interactions, ensuring that the brand is experienced consistently across every location, every service, and every touchpoint.
IMPACT
The project laid the foundation for transforming a successful bicycle retailer into a brand with a clear purpose and distinctive identity. The new strategy unites expert advice, outstanding service, and a strong corporate culture within one consistent brand promise, providing clear direction for both customers and employees. At the same time, it establishes the strategic framework for future growth, standardized processes, and consistent brand management across all locations and customer touchpoints. The brand evolves from a traditional retail business into the region's most trusted destination for bicycles, mobility, and long-term customer relationships.
Your Contacts for the Löckenhoff Project
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