Brand Tone

Aspirational & Stylish, Approachable & Community-Oriented, Confident & Empowering, Practical & Performance-Focused, Youthful & Trendy

Brand Values

• •Quality & Performance
• •Affordability
• •Inclusivity & Body Positivity
• •Authenticity
• •Style & Fashion
• •Versatility
• •Ethical & Eco-Conscious (emerging)
• •Community Engagement

Best Practices

• •Embrace the "By Riders, For Riders" Ethos: Consistently weave in language that reflects an understanding of the equestrian lifestyle, its demands, and its joys. Use authentic equestrian terminology where appropriate.
• •Highlight Style AND Substance: Always balance the fashion-forward aspect with the practical, performance-driven features of the clothing. Don't let one overshadow the other.
• •Champion Inclusivity and Empowerment: Use language that is welcoming, body-positive, and empowering, especially targeting the female equestrian community. Reflect the brand's commitment to a range of sizes and using real riders.
• •Foster Community & Engagement: Write captions and content that encourage interaction, share user stories (with permission), and make followers feel part of the "BHE Community." Use a friendly and approachable tone.
• •Stay Authentic to the Founder's Story: Erin Williams' journey as a Team GB dressage rider is a core part of the brand's identity. Subtly referencing this passion, dedication, and expertise can add credibility and a personal touch to the copy.

Social Perception

Generally positive, perceived as stylish, comfortable, and functional equestrian wear. The founder's story resonates. Some concerns about product quality and past diversity controversy.

Copy Examples

• •Ride with heart. Move with soul. Our new [Collection Name] is here to empower every stride, blending a-grade performance with the style you crave. Designed by riders, for riders who dare to stand out. ✨ #BlackHeartEquestrian #RideInStyle #EquestrianFashion
• •From stable chores to your evening workout, and every canter in between – our Flex Leggings are your ultimate riding partner. Experience unparalleled comfort, a flattering fit that moves with you, and the practical details you need (hello, perfectly placed phone pocket!). Conquer your day, in and out of the saddle.
• •Obsessed is an understatement! 😍 Rocking the [Product Name] base layer and [Product Name] hybrids today. Perfect for [Activity e.g., a hack, schooling, yard duties] and feeling amazing. What’s your go-to BHE combo? 👇 #BHECommunity #EquestrianLife #OOTD
• •More Than Just Riding Wear. At Black Heart Equestrian, we're a community built on passion, body confidence, and a love for every moment with our horses. We’re proud to be run by women, for women, celebrating inclusivity with sizes XXS-XXL for every rider. Discover the difference. #HerRideHerStory
• •Engineered for performance, designed for life. Black Heart Equestrian delivers the technical gear you demand and the style you deserve. Our [Specific Product, e.g., Cara Hybrid] is tested by international riders to ensure you look good and feel good, on and off your horse. Shop the collection now!