Brand Tone

Professional, Knowledgeable, Traditional, Trustworthy, Supportive, Community-Oriented, Confident, Quality-Focused

Brand Values

• •Quality Craftsmanship
• •American Made
• •Tradition & Heritage
• •Customer Service & Support
• •Innovation & Improvement

Best Practices

• •Emphasize "Made in USA" and Quality: Consistently highlight the American manufacturing and the high-quality materials and processes used. This reinforces core values of trust and craftsmanship.
• •Speak the Farrier's Language: Use terminology and address challenges that are relevant to professional farriers. This shows understanding and builds credibility. Avoid overly simplistic or generic language.
• •Maintain a Professional and Respectful Tone: The copy should be direct, informative, and respectful of the skill and dedication of farriers. Avoid overly casual or slang-filled language.
• •Show, Don't Just Tell, Tradition and Trust: Instead of just saying "we're traditional," mention "family-owned since 1978" or reference long-standing product lines. This provides concrete evidence of their heritage and reliability.
• •Focus on Solutions and Benefits for the Farrier: Frame product descriptions around how they help the farrier perform their job better, ensure horse well-being, or contribute to their professional success. For instance, "designed for durability and precision" is more effective than just listing features.

Social Perception

Respected Supplier, High-Quality Products, Knowledgeable Resource, Authentic & Focused, Potential for Wider Reach

Copy Examples

• •Headline: Built for the Demands of Your Craft. Forged in the USA. Body: Since 1978, Anvil Brand has equipped professional farriers with tools and horseshoes they can trust. Experience the difference that American-made quality and decades of expertise bring to every shoeing. Shop our full range at anvilbrand.com. Target: Professional Farriers.
• •Headline: The Foundation of a Perfect Fit: Anvil Brand Horseshoes. Body: Precision, balance, and durability. Our horseshoes, proudly made in Lexington, IL, are crafted for optimal performance and hoof health. Trusted by champions, relied on by farriers like you. Target: Professional Farriers focused on performance.
• •Headline: Your Anvil. Your Legacy. The JHM Series by Anvil Brand. Body: Engineered with ductile iron and a hardened steel face, JHM anvils offer unparalleled resilience and a 100% satisfaction guarantee. Hand-finished in Illinois, built to last a lifetime of forging. Invest in American quality. Target: Farriers and Blacksmiths looking for new anvils.
• •Headline: Sharp. Reliable. Ready. Anvil Brand Hoof Knives. Body: Crafted from high-quality US or Japanese steel, our hoof knives deliver exceptional toughness and an edge that lasts. Feel the control and precision with every trim. Hand-inspected for the professional farrier. Target: Farriers needing dependable hoof knives.
• •Headline: More Than Supplies. A Partnership in Hoofcare. Body: Anvil Brand is committed to supporting the farrier community with superior tools, educational resources, and dedicated service. From our family to yours, since 1978. Target: General Farrier Community, emphasizing support.