Brand Tone

Aspirational, Professional, and Supportive.

Brand Values

• •Quality and Performance
• •Elegance and Style
• •Expertise and Specialization
• •Community
• •Animal Welfare

Best Practices

• •Lead with a "For the Rider" Mentality: Always frame your copy around the needs, ambitions, and lifestyle of a dedicated equestrian. Use language that shows you understand their challenges and goals.
• •Bridge the "Horsesinsports" and "Piaffe" Identities: Explicitly connect the two names in social media bios and occasionally in posts (e.g., "From the team at Piaffe"). This will strengthen brand recall and guide followers to the point of sale.
• •Balance Aspirational Tone with Technical Detail: Inspire riders with language about success and elegance, but ground it in concrete product features (e.g., "four-way stretch," "moisture-wicking," "ergonomic fit"). This combination builds both desire and trust.
• •Use Storytelling to Highlight Heritage: Weave the brand's origin story—founded by passionate equestrians—into your copy. This reinforces authenticity and differentiates Piaffe from larger, less specialized retailers.
• •Cultivate an Exclusive Community Vibe: Use inclusive language like "Join #TeamPiaffe," "Welcome to the Piaffe lifestyle," and "For the discerning rider." This makes customers feel like they are part of a select group that values quality and expertise.

Social Perception

Premium, trusted, and authentic source for specialized dressage gear, supported by deep roots in the equestrian world and association with high-level riders.

Copy Examples

• •Precision in Every Stitch. Performance in Every Stride. Engineered for the ambitious rider. Our new Altair Equestrian Breeches combine innovative, breathable fabric with a timeless, elegant cut. Experience unparalleled comfort and support, so your only focus is the dialogue with your horse. Discover the collection. #Piaffe #DressageLifestyle #EquestrianPerformance
• •The Poise of a Champion. Enter the ring with confidence. Our performance show shirts are designed with moisture-wicking technology and a sophisticated silhouette, offering both style and an athletic edge. Dress for the success you've trained for.
• •Grind. Glow. Grace. Repeat. Fueling my journey from dawn to dusk with Piaffe gear that works as hard as I do. #TeamPiaffe #EquestrianLife #HorsesInSports #Dressage
• •By Riders, For Riders. We're a boutique retailer founded by a dressage rider with a single vision: to bring the world's best, most innovative equestrian products to North America. We don't just sell tack; we live the lifestyle. Join the #PiaffeCommunity and feel the difference.
• •The Balance of Power and Elegance: Introducing the Piaffe Quarter Rug. Dear [Customer Name], we believe every detail matters. That’s why we designed the new Piaffe Quarter Rug with both horse and rider in mind. Crafted for optimal warmth without restricting movement, it’s the perfect harmony of function and sophisticated design.