Brand Tone

Expert, Traditional, Passionate

Brand Values

• •Uncompromising Quality and Craftsmanship
• •Horse and Rider Welfare
• •Australian Heritage
• •Customer-Centric Customization
• •Legacy

Best Practices

• •Always Lead with "Craftsmanship": Use words like "handcrafted," "handmade," "master saddler," and "artisanal." Emphasize that a person, not a factory, is behind every product. This reinforces the core value of quality.
• •Center the Narrative on John Lordan: The brand is John Lordan. His personal story, experience, and accolades are the most powerful assets. Weave his expertise and passion into all forms of content, from social media to product pages.
• •Speak the Rider's Language: Use specific terms like "campdrafting," "polocrosse," "fender," and "saddle tree." This demonstrates authentic knowledge and builds credibility with the target audience of serious equestrians.
• •Focus on the Dual Benefit (Horse & Rider): Never mention the rider's comfort without also mentioning the horse's. Frame the saddle as the critical link that ensures the well-being and peak performance of both, which is a key purchasing driver for dedicated horse owners.
• •Use Imagery that Tells a Story: Complement the copy with high-quality photos and videos that show the details: the texture of the leather, the precision of the stitching, and John at work in his workshop. This visual evidence powerfully backs up the claims of quality and tradition.

Social Perception

High-End and Authoritative, Respected but Not Mainstream, Trustworthy

Copy Examples

• •A Legacy of Leather. A Lifetime of Craft. For over 35 years, Master Saddler John Lordan has handcrafted Australia's finest stock saddles. We don't build for the ride; we build for the rider, the horse, and the generations to come. Experience the difference of a perfect fit.
• •Every detail matters. From the hand-carved tree to the final stitch, this custom fender saddle was built in collaboration with its new owner to meet the demands of campdrafting season. Our passion is crafting the saddle that unlocks your horse's potential. What's your dream saddle? #JohnLordanSaddles #AustralianMade #MasterSaddler #CustomSaddle
• •The Horseman Fender: Built for the Australian Environment. This isn't just a saddle; it's a promise of quality, comfort, and durability. Handcrafted by John Lordan from globally sourced, premium-grade leather, the Horseman Fender is designed for a close contact feel and flawless performance. Its foundation is a handmade tree, perfected over decades to ensure the comfort of your horse is paramount. For the horseman who demands reliability and expert craftsmanship.
• •It started with a passion in a small shed near Hungerford and grew into a legacy. John Lordan doesn't just make saddles; he continues a proud Australian tradition. With over 700 saddles made by hand, each one carries a piece of that history. Discover our story and the craft that defines us.
• •Don't Settle for Off-the-Rack. Your horse is unique. Your saddle should be too. Invest in a custom-fitted John Lordan saddle and feel the difference in comfort and performance. Built by a Master Saddler to withstand the toughest Australian conditions. DM us to start your consultation. #EquestrianLife #StockSaddle #HandmadeSaddle