Brand Tone

empowering, direct, and security-conscious

Brand Values

• •Innovation
• •Security & Peace of Mind
• •Perseverance
• •Quality

Best Practices

• •Clarify the Core Product: The immediate priority is to align all marketing channels. The primary message should be about the innovative, high-security wheel locks. The apparel should be positioned as merchandise that represents the brand's ethos, not as the main product.
• •Lead with the Problem-Solution Angle: The most compelling part of the brand story is its origin. Copywriting should consistently highlight the common problem of wheel theft and present Lock Horns as the definitive, innovative solution.
• •Emphasize "That Actually Lock": This phrase from the product name is a powerful differentiator. It should be used consistently in headlines, ad copy, and product descriptions to immediately distinguish it from less effective competitors.
• •Use a Confident and Direct Tone: The brand is "locking horns" with criminals. The language should be strong, assertive, and confident. Avoid passive voice and weak phrasing. Use direct commands like "Protect Your Investment" and "Don't Be a Victim".
• •Leverage the Founder's Story: Personal stories create connection and build trust. Weave David Lichter's experience into the copy to make the brand more relatable and authentic. It shows the product was born from genuine need, not just a market opportunity.

Social Perception

As a new company, Lock Horns LLC's public perception is still being formed. The initial media coverage is positive, positioning the brand as an innovative solution to a common problem. However, the current branding disparity between their social media (apparel-focused) and their core product (wheel locks) could cause confusion for potential customers. The primary identity is rooted in automotive security, not fashion.

Copy Examples

• •Don't let them win. Lock horns with thieves. Your peace of mind is priceless. Our patent-pending wheel locks feature a unique double-locking system that makes them a thief's worst nightmare. Protect your investment. Secure your wheels.
• •Standard Wheel "Locks" Don't Actually Lock. Ours Do. Most wheel locks can be defeated with a universal key. We reinvented the wheel lock with a state-of-the-art design that uses a unique, coded key for real security. The choice is yours.
• •From Victim to Victor. When our founder's wheels were almost stolen, he decided to fight back—by inventing a better solution. Lock Horns LLC was born from a real-life problem to offer a real-world solution. Protect your vehicle with a story of innovation and resilience.
• •Your Last Line of Defense Against Wheel Theft. Made from Grade 8 steel and protected by a dual-locking mechanism, our locks are engineered to be the strongest deterrent on the market. Easy to install, impossible to ignore.
• •Sleep Soundly. Your Wheels Aren't Going Anywhere. Stop worrying about where you park. With Lock Horns' "Wheel Locks... That Actually Lock!", you're not just buying a product; you're buying confidence. Order your set today and lock in your peace of mind.