Brand Tone

aspirational, welcoming, inclusive, authentic, and rooted in tradition.

Brand Values

• •Family
• •Tradition & Heritage
• •Quality & Craftsmanship
• •Passion

Best Practices

• •Always Weave in the "Journey" Narrative: Use the "Your Western Journey Begins Here" concept as a guiding theme. Frame products not just as items, but as gear for the customer's personal adventure in the western lifestyle.
• •Emphasize "Family" in All Its Forms: Speak directly to families, but also use familial language to describe the brand's relationship with its customers ("join our family," "the Broken Horn family").
• •Balance Tradition with Modernity: Reference the brand's heritage and the time-honored quality of western wear while presenting it in a fresh, modern context that appeals to a broad audience, including those new to the style.
• •Lead with Values, Support with Products: Start marketing messages with the core values of freedom, adventure, tradition, and family. Then, introduce the products as the way to live out those values.
• •Use an Inclusive and Encouraging Tone: Avoid jargon that might alienate newcomers. Maintain the welcoming, helpful tone that the in-store staff is praised for, making everyone from the seasoned rancher to the city-dwelling country music fan feel at home.

Social Perception

Long-time customers and the equestrian community perceive the original Broken Horn as a heritage brand known for superior, long-lasting saddlery and tack. The current store is seen as a premier destination for equestrian and Western lifestyle enthusiasts, praised for its wide selection, knowledgeable staff, and excellent service, successfully transitioning to a broader western lifestyle retailer while maintaining quality reputation.

Copy Examples

• •It’s more than what you wear. It’s a legacy you share. From his first boots to your favorite jeans, our collection is made for the moments that become memories. Welcome to the Broken Horn family. #WesternJourney #FamilyTradition
• •Feel a calling for the open country? Your Western Journey Begins Here. Explore authentic styles from Stetson, Wrangler, and more, curated by a family that lives and breathes the western lifestyle. Shop now and find your freedom.
• •Classic Looks, Modern Appeal. Our latest arrivals are built with timeless quality and designed for today's frontier. Discover pieces that are made to stand out and crafted to last a lifetime.
• •These boots aren't just made for walking—they're made for dancing at a concert, riding through the pasture, and creating your own path. Combining premium leather with all-day comfort, they’re a staple for any western wardrobe. Step into your story.
• •A Tradition of Quality, Delivered to Your Door.