Brand Tone

Professional and Knowledgeable, Passionate and Caring, Community-Oriented and Supportive, Approachable and Authentic

Brand Values

• •Horse Welfare and Comfort
• •Quality and Innovation
• •Customer Satisfaction and Support
• •Integrity and Trust
• •Community Engagement
• •Passion for Equestrian Sports

Best Practices

• •Prioritize 'Horse First' Language: Always frame product benefits and company actions around the comfort, safety, and well-being of the horse. This reinforces your core value.
• •Balance Professionalism with Passion: While showcasing expertise and quality is crucial, infuse copy with genuine enthusiasm for horses and the equestrian lifestyle. Share stories and connect on an emotional level.
• •Be an Educational Resource: Provide valuable content (blog posts, social media tips, guides) that empowers horse owners with knowledge. This builds trust and positions Leader Equine as more than just a retailer.
• •Maintain an Authentic Voice: As a family-owned, women-led Australian business, let that personality shine through. Use 'we' and speak directly to your audience, fostering a sense of connection. Avoid overly corporate or impersonal language.
• •Ensure Consistency Across All Channels: Whether it's a product description, a Facebook post, a TikTok video, or a customer service email, the core tone (professional, caring, passionate, knowledgeable) should be recognizable. Develop internal guidelines or a brand voice chart for all team members who create content.

Social Perception

Trusted Distributor of High-Quality Brands, Provider of Quality Own-Brand Products, Supportive of the Equestrian Community, Australian and Family-Owned Appeal, Emerging Brand Awareness for Own Line

Copy Examples

• •Homepage Banner: 'Your Horse's Comfort, Our Mission. Discover award-winning rugs and premium equestrian gear, designed with passion and expertise by Leader Equine.'
• •Product Description (LE Boxter Turnout): 'Engineered for ultimate protection and freedom of movement, the LE Boxter Turnout is more than just a rug – it's our commitment to your horse's well-being. Crafted from innovative, breathable materials because their comfort is everything.'
• •Social Media Post (Instagram/Facebook): 'Fuel their potential from the inside out. Leader Equine proudly partners with TRM Nutrition to bring you scientifically formulated supplements that support your horse's peak health and performance. Because every champion deserves the best. #LeaderEquine #TRMNutrition #EquineHealth #PeakPerformance'
• •Blog Post Title/Intro: 'Beyond the Ride: Understanding the True Meaning of Equine Comfort. At Leader Equine, we believe a happy horse is a comfortable horse. Dive into our latest insights on selecting the right gear for every season and discipline.'
• •Email Newsletter Snippet: 'As fellow riders and horse lovers, we know the dedication it takes. That's why Leader Equine is committed to providing not just products, but solutions that enhance your equestrian journey. Explore our latest arrivals, handpicked for quality and performance.'