Brand Tone

Dual tone: Authoritative and Educational on the website and in educational materials; Friendly, Passionate, and Community-Oriented on social media and in customer interactions.

Brand Values

• •Scientific Accuracy & Credibility
• •Accessibility & Affordability
• •Community
• •Horse Welfare
• •Passion for Horses

Best Practices

• •Segment Your Tone: Use the authoritative, scientific tone for the website's product pages, FAQ, and scientific explanations. Deploy the friendly, passionate, and community-focused tone for social media, email newsletters, and blog intros.
• •Lead with the "Why": Always connect the science back to the emotional core of horse ownership. It's not just about breeds and genes; it's about understanding, connection, better care, and the story of a beloved animal.
• •Champion Your Community: Actively solicit and feature customer stories and photos. Use phrases like "Join the DNA My Horse family" or "Welcome to the community" to reinforce this value. User-generated content is your most powerful marketing tool.
• •Translate Science into Benefits: Avoid overly technical jargon in marketing copy. Instead of just listing the genes tested, explain what the owner will learn. For example, instead of "Tests for the W20 gene," use "Find out if your horse has the potential for bold white markings."
• •Maintain a Helpful & Positive Voice: In all customer interactions—from social media comments to support emails—the tone should be consistently positive, patient, and genuinely helpful. This reinforces the brand's perception as a passionate and trustworthy partner in horse care.

Social Perception

The public perceives DNA My Horse as a reputable and engaging company that provides a fun and insightful service. Customers view the tests as a worthwhile investment for satisfying curiosity about a horse's background and for gaining preliminary health insights. It is seen as a key to unlocking a horse's story and potential, fostering a strong, loyal community.

Copy Examples

• •From rescue to royalty! ✨ Meet 'Stardust,' whose owner always saw a little magic in him. Now, the results are in! We're so excited to share this reveal with our amazing community. What secrets is your horse keeping? Uncover their story with a DNA test!
• •Is she part Quarter Horse? Does he carry the gray gene? Stop guessing. Start knowing. The world's leading equine DNA test gives you the answers. Shop kits now.
• •Did you know that PSSM1 (Polysaccharide Storage Myopathy Type 1) can be managed with a specific diet and exercise plan? Early detection is key. Our Genetic Health Test screens for common conditions, empowering you to provide the best care. Learn more on the blog.
• •Every horse has a story. What will yours tell you? This week only, get 15% off all Breed & Ancestry kits. Discover the unique blend that makes your best friend one-of-a-kind. Don't wait, the past is calling!
• •'I was blown away by the results! I finally understand where my horse gets his unique personality.' - Sarah T. Join thousands of happy horse owners who have connected with their horses on a deeper level. Get your DNA My Horse kit today.