Brand Tone

Passionate, Authentic, Approachable, Fun, and Community-Centric, rooted in a genuine love for horses and shared equestrian experiences.

Brand Values

• •Celebrating OTTBs
• •Empowerment and Inclusivity
• •Personalization & Self-Expression
• •Quality & Practicality

Best Practices

• •Always Connect to the 'Why': Every piece of copy, from a product description to a social media post, should circle back to the core mission: celebrating horses (especially OTTBs) and the equestrian lifestyle. This reinforces the brand's purpose beyond just selling clothes.
• •Use Community-Insider Language: Employ terms and phrases that resonate with equestrians (e.g., "clean rounds," "counting strides," "heart horse"). This builds authenticity and signals that the brand is "one of us."
• •Balance Passion with Fun: Maintain the dual tone of being deeply passionate about horses while also being fun and approachable. Pair inspiring messages with lighthearted content like "horse girl problems" or funny barn moments.
• •Highlight Customization as a Storytelling Tool: Frame the monogramming and logo options not just as features, but as a way for riders to tell their unique story—whether it's their horse's initials, their barn's logo, or a personal mantra.
• •Let the Community Shine: Actively encourage and feature user-generated content. When customers share photos wearing the apparel, re-share them. This validates their experience and turns customers into authentic brand ambassadors, strengthening the perception of a brand built for and by the community.

Social Perception

Positive and trusted, highly community-engaged, and perceived as trendy and relevant within the equestrian niche.

Copy Examples

• •From the tack room to the show grounds, carry your passion everywhere. ✨ Our Ringside Backpack, customized just for you and your heart horse. Because every partnership deserves its own spotlight. Tap to design yours. #BeyondTheTrack #EquestrianStyle #OTTBlove
• •Beyond the Track: Apparel for Your Life In and Out of the Saddle.
• •It’s not about the price of the pony; it’s about the priceless moments. This cozy crewneck is for the rider who measures wealth in perfect distances, quiet trail rides, and the soft nicker of a horse who knows they're home. Made for passion, not for price tags.
• •🐴 Your barn is calling... and so is our new gear.
• •Tired of generic equestrian wear? At Beyond the Track Apparel, we celebrate the horse and rider bond. We specialize in custom, trendy apparel for equestrians who value passion and personality. Honor your OTTB or show off your barn pride. Shop our collection now!