Brand Tone

Empowering, Confident, Supportive, Community-Oriented, Practical, Value-Driven, Passionate, Authentic, Helpful, and Informative.

Brand Values

• •Everyone Wins! Fair, Trustworthy, Balanced
• •Love of the horse/western lifestyle
• •We put our hearts into our work
• •Authentic: We do what we say
• •Fun & creative in our hustle
• •Quality & Affordability
• •Empowerment (especially for women)
• •Inclusivity/Realness
• •Innovation

Best Practices

• •Always Emphasize Empowerment: Frame product benefits around how they make the rider feel confident, capable, and at their best. Use strong, positive verbs.
• •Highlight Value and Quality Authentically: Be transparent about offering affordable quality. Avoid overly flashy or exaggerated claims; instead, focus on the practical benefits and craftsmanship for the price. For example, "the same amount of shine in the pen for way less."
• •Infuse Passion for the Western Lifestyle: Use language that resonates with equestrian enthusiasts. Refer to the dedication, hard work, and love of horses that are central to the lifestyle.
• •Maintain a Supportive and Inclusive Voice: Speak to your customers as part of a community. Use "we" to foster connection and acknowledge the shared passion. Reference the "real people" aspect when appropriate.
• •Be Clear, Helpful, and Direct: Ensure copy is easy to understand, provides useful information (like care instructions or sizing tips found on retail sites), and clearly guides the customer towards what they are looking for, mirroring the helpful resources on the website.

Social Perception

Positive for Value and Variety, Good Fit and Functionality, Established and Trusted, Mid-Range Performance in Some Eyes, Supportive of Women.

Copy Examples

• •Headline: Shine Brighter, Ride Prouder. Your Winning Look Awaits. Body: Step into the arena with confidence. Hobby Horse delivers stunning Western show apparel that’s as hardworking as you are, without breaking the bank. Discover your perfect, coordinated style today. Call to Action: Shop the Collection & Feel Your Best.
• •Headline: Crafted with Passion, Designed for Champions. Body: We pour our hearts into every stitch because we share your love for the Western lifestyle. Experience the Hobby Horse difference: authentic quality, fair prices, and a community that celebrates every ride. Call to Action: Explore Our New Arrivals.
• •Headline: Real Riders, Real Style, Real Value. Body: Forget fleeting trends. Hobby Horse is about timeless Western elegance that empowers you in and out of the ring. Join a community of passionate equestrians who choose quality they can trust and style that speaks volumes. Call to Action: Find Your Winning Colors.
• •Headline: More Than Just Apparel – It’s Your Show Day Armour. Body: Feel empowered from the moment you dress. Our meticulously designed show wear offers the perfect blend of comfort, style, and durability, letting your talent take center stage. Because when you feel good, you ride even better. Call to Action: Discover Affordable Show Stopping Looks.
• •Headline: Your Journey, Your Style, Our Support. Body: From your first show to your biggest win, Hobby Horse is with you. We’re a woman-led company dedicated to outfitting your passion with high-quality, beautifully coordinated apparel that celebrates the authentic Western spirit. Call to Action: Join Club HH & Get $15 Off!