Brand Tone

Empathetic & Passionate, Informative & Helpful, Approachable & Friendly, Curiosity-Driven

Brand Values

• •Connection & Understanding: Helping owners deepen their bond with their horses by understanding their heritage.
• •Curiosity & Discovery: Providing a means for owners to uncover unknown aspects of their horse's past.
• •Accuracy & Competence: Stated mission to provide "competent, accurate, and reasonably cost breed composition testing".
• •Customer Service: Striving for quality customer service and support for fellow horse owners.
• •Accessibility: Making DNA testing straightforward and relatively affordable for horse owners.

Best Practices

• •Speak as a Fellow Horse Enthusiast: Use language that resonates with horse owners. Share their passion and understanding of the horse-human bond. (e.g., "As horse owners ourselves, we get it...").
• •Focus on the "Why": Emphasize the emotional benefits – the joy of discovery, understanding a rescue's past, deepening the connection – not just the technical aspects of DNA testing.
• •Keep it Simple and Accessible: Avoid overly technical jargon. Explain the process and results in a way that is easy for the average horse owner to understand.
• •Be Honest and Manage Expectations: While being enthusiastic, subtly acknowledge the complexities of equine genetics. Focus on providing insights and clues to a horse's heritage. Avoid overstating the certainty of exact breed percentages if the science is still evolving in that area. (The current site does include a disclaimer about the test relying on a database and that results can be unexpected or that physical traits may vary.)
• •Encourage Storytelling and Community: Use customer testimonials and stories in your marketing. Invite users to share their own discovery journeys, fostering a sense of community around the shared experience of learning about their horses.

Social Perception

Positive (among direct customers), Mixed (in broader online communities). Some users are happy and find the results align with their expectations or provide interesting insights. Others are skeptical about the overall accuracy of equine breed DNA tests in general, not just DNA My Horse, citing the complexity of horse genetics and the current limitations of database sizes. There are occasional mentions of "inconclusive" results or comparisons to other testing companies. Some users see it as a "fun" or interesting endeavor rather than a scientifically irrefutable analysis.

Copy Examples

• •Facebook Ad: "Rescue horse with a mysterious past? Uncover the beautiful story woven into their DNA. Our simple hair test reveals their breeds, traits, and unique heritage. Click to learn more and give your companion the gift of their history. #DNAMyHorse #HorseHeritage #RescueHorseLove"
• •Website Homepage Banner: "Every horse has a tale to tell. What's yours hiding in its mane? Discover your horse's unique breed mix and ancestry with DNA My Horse. Simple, insightful, and created by fellow horse lovers. Order Your Kit Today!"
• •Instagram Post (with a picture of a happy customer and their horse): "That 'Aha!' moment when the pieces of your horse's puzzle come together! 🐴❤️ [Customer Name] just discovered [Horse's Name]'s fascinating breed mix. Ready to unlock your horse's secrets? Tap the link in bio! #HorseDNA #BreedReveal #EquineGenetics #KnowYourHorse"
• •Email to Newsletter Subscribers: "Ever wonder what makes your equine friend truly one-of-a-kind? Beyond their personality, their DNA holds a map to their ancestors. Our Horse DNA Breed Test helps you explore their lineage, understand potential breed-specific traits, and connect even more deeply. Get answers, get closer."
• •Blog Post Title / Social Media Hook: "Is Your 'Grade' Horse a Hidden Gem? 5 Reasons Why a DNA Test Can Reveal Surprising (and Valuable!) Ancestry. Learn more about the power of equine genetics on our blog! [Link]"