Brand Tone

Authentic, Reliable, and Community-Focused

Brand Values

• •Craftsmanship & Quality
• •Practicality
• •Customer Dedication
• •Passion for the Country Lifestyle
• •Trust

Best Practices

• •Speak from Experience: Write as someone who lives and breathes the country lifestyle. Use authentic, relatable language. Instead of "high-quality materials," say "built to handle snags and mud."
• •Prioritize Helpfulness Over Hard Selling: Frame your copy around solving a customer's problem —whether it's finding durable work pants or fixing a beloved horse rug. The tone should always be helpful and approachable.
• •Showcase, Don't Just Tell: Use customer testimonials and stories in your marketing. Share before-and-after photos of rug repairs. This builds trust and provides social proof that aligns with your value of reliability.
• •Maintain a Consistent Voice Across All Channels: Whether writing a Facebook comment, an email, or website copy, the friendly, reliable, and authentic tone should remain the same. Create a simple brand voice guide for all staff to follow.
• •Engage the Community: Ask questions in your social media posts (e.g., "What's the one piece of gear you can't live without?"). This reinforces your community-focused value and encourages interaction that feels genuine and neighborly.

Social Perception

The public and its customers perceive Lee's Country Wear and Rug Repairs as a highly trusted, essential local business and a dependable online retailer. It is viewed as more than just a store; it is a specialized service provider and a cornerstone of the local equestrian community. The brand's reputation is built on reliability, excellent craftsmanship in its repairs, and genuinely friendly customer service. It is seen as the "go-to" place for quality country wear and, most notably, for expert rug repairs.

Copy Examples

• •Winter is coming. Is your horse's favorite rug ready? Don't let a tear or a broken buckle leave your horse in the cold. Our expert rug repair service is here to patch, stitch, and restore your rugs to their former glory. Fast, affordable, and built to last. Drop by the store or send them in! #RugRepairs #EquestrianLife #HorseCare
• •New Season Ariat has landed! Built for hard work and long days, this gear keeps you comfortable from the stables to the saddle. Tough, timeless, and ready for whatever your day throws at it. Shop the new collection in-store and online. #LeesCountryWear #AriatAustralia #CountryStyle #WorkWear
• •Gear That Works as Hard as You Do. Hand-picked apparel from Wrangler, Cinch, and Ariat. Built for the country life.
• •A Note From Lee's + Your Next Favorite Pair of Jeans
• •More than just a pair of jeans, this is your daily uniform. The classic Wrangler construction you trust, with the durability you need for long days on the farm and the comfort you want for a quiet night in. A true workhorse for your wardrobe.