Brand Tone

aspirational, professional, and passionate

Brand Values

• •Quality & Craftsmanship
• •Performance
• •Elegance & Style
• •Bespoke Service & Personalization
• •Passion for Equestrian Sport
• •Customer Focus

Best Practices

• •Emphasize Quality and Craftsmanship: Consistently use language that highlights the superior materials, attention to detail, and expert tailoring.
• •Showcase Rider Success and Aspiration: Feature testimonials and imagery of successful riders (with their permission) to reinforce the brand's association with excellence and achievement.
• •Maintain a Professional and Elegant Voice: Use sophisticated language that reflects the premium nature of the products, while remaining accessible and inspiring.
• •Highlight the Bespoke and Personal Experience: Stress the customizable nature of the jackets and the personal service offered, making customers feel valued and understood.
• •Inject Passion for the Sport: Let the genuine love for equestrianism shine through in communications, connecting with the audience on a shared passion.

Social Perception

Flying Changes is highly regarded within the equestrian community, particularly by serious competitors. Customers perceive the brand as a producer of premium, high-performance, and beautifully made jackets. They are seen as an investment that provides confidence and a polished look in the show ring. The association with top international riders and national teams further enhances their reputation for excellence and aspiration. The personal involvement of the founder, Sarah Cheetham, is also a noted positive.

Copy Examples

• •Elevate your performance and presence. Experience the unparalleled fit and elegance of a Flying Changes bespoke jacket – crafted for champions.
• •Feel the difference quality makes. Our technical fabrics and expert tailoring offer ultimate comfort and freedom, so you can focus on your ride.
• •From Grand Prix arenas to your personal best, ride with the confidence that comes from exceptional British craftsmanship. Discover Flying Changes.
• •Your vision, perfectly tailored. Collaborate with us to create a bespoke jacket that reflects your unique style and competitive spirit. #FlyingChangesBespoke
• •More than a jacket, it's a statement. Join the elite riders who choose Flying Changes for unparalleled quality, style, and performance. #DressForConfidence