Brand Tone

Authentic & Traditional, Family-Oriented & Welcoming, Passionate & Enthusiastic, Service-Oriented & Knowledgeable, Modern & Accessible

Brand Values

• •Tradition
• •Family
• •Hard Work
• •Quality & Craftsmanship
• •Community & Connection
• •Freedom & Adventure

Best Practices

• •Embrace Storytelling: Consistently weave the brand's rich history, family-owned aspect, and passion for western culture into all communications. Share anecdotes, customer stories, and the heritage behind products.
• •Use Authentic Western Language (Judiciously): Incorporate terms and phrases that resonate with the western lifestyle, but ensure they remain accessible and don't alienate a broader audience. The tone should feel genuine, not like a caricature.
• •Highlight Family & Community: Regularly feature the family behind the brand and create content that fosters a sense of community. Use inclusive language that invites customers to be part of the 'Broken Horn family.'
• •Showcase Expertise with Humility: Convey deep knowledge of products and the western lifestyle in a helpful, approachable way. Avoid jargon where possible, and when used, explain it clearly. The aim is to empower customers, not intimidate them.
• •Maintain Visual Consistency: Ensure that all visual content (photography, videography, graphics) aligns with the authentic, traditional, yet modern and welcoming feel of the brand. This reinforces the written tone. For example, visuals should reflect the quality of craftsmanship and the spirit of the western lifestyle.

Social Perception

Respected & Historic, Go-To Destination, Family & Women-Led Pride, Quality Provider

Copy Examples

• •Headline: Step Into Your Story. The West Awaits. Body: At Broken Horn, we're more than boots and saddles. We're a piece of the West, a tradition carried on by family, for families like yours. Discover authentic style, enduring quality, and the spirit of adventure. Welcome to the Broken Horn family. Call to Action: Shop Now & Live the Western Lifestyle.
• •Headline: Crafted with Passion. Worn with Pride. Body: From handcrafted saddles that tell a tale of dedication to the latest in Western fashion, Broken Horn brings you the best of the West. As a women-owned, family-operated business, our love for horses and western culture shines in everything we offer. Call to Action: Explore Our Collections.
• •Headline: The Heart of the West Beats Here. Body: For generations, Broken Horn has been the trusted name for seasoned ranchers and western enthusiasts alike. Our roots run deep, just like our commitment to quality, tradition, and the values that make the West iconic. Find your fit, from ranch essentials to statement pieces. Call to Action: Visit Us In-Store or Online!
• •Headline: More Than A Store, It's A Legacy. Body: Broken Horn isn’t just a name; it’s a promise of quality, family values, and the enduring spirit of the West. Our family is dedicated to outfitting yours with the finest western wear and gear. Experience the difference passion makes. Call to Action: Discover What's New.
• •Headline: Your Western Journey Starts at Broken Horn. Body: Whether you're chasing horizons or just love the timeless appeal of a good pair of boots, Broken Horn is your destination. We offer everything you need to embrace the western lifestyle with confidence and style, backed by our family's dedication to authentic service. Call to Action: Find Your Western Essential Today.