Brand Tone

Aspirational yet Accessible, Friendly and Engaging, Passionate and Authentic, Modern and Stylish, Positive and Confident

Brand Values

• •Passion for Equestrianism & Fashion
• •Versatility and Practicality
• •Quality and Durability
• •Affordability
• •Sustainability
• •Community
• •Subtlety and Style
• •Female Empowerment/Founder-Led

Best Practices

• •Embrace the "Friend" Persona: Consistently use warm, approachable, and inclusive language. Think of addressing a knowledgeable friend within the equestrian community. The name "Mochara" itself means "my friend."
• •Balance Aspiration with Relatability: Showcase high-quality imagery and stylish products while grounding the message in real-life equestrian scenarios and the founder's authentic journey. Avoid overly exclusive or elitist language.
• •Highlight Versatility & Practicality: Continuously reinforce the "not just for riders" message by showcasing how the clothing fits into various aspects of an active lifestyle, beyond the stable.
• •Weave in Core Values Subtly: Mention sustainability (recycled fabrics, eco-packaging), quality, and the passion behind the brand naturally within product descriptions, social media posts, and "About Us" sections rather than as standalone, disconnected statements.
• •Stay True to the Founder's Voice (Especially on Platforms like TikTok): Tara Keoshgerian's personal story and direct communication style are key assets. Ensure that content, particularly where she is featured or implied, reflects her passion, authenticity, and friendly demeanor. This builds trust and a stronger brand connection.

Social Perception

Positively Perceived for Style and Versatility, Good Quality for Price, Relatable and Authentic Founder, Community-Oriented, Trusted by Equestrians, Appreciation for Subtle Branding

Copy Examples

• •Instagram Caption (Image: Rider in Mochara gear, smiling with her horse): From sunrise hacks to sunset cuddles, and everything in between. ✨ Our latest collection is designed for every moment of your equestrian life – stylish, comfy, and always ready for the next adventure. #Mochara #NotJustForRiders #EquestrianStyle
• •Email Subject Line (New Product Launch): Meet Your New Favourite Layer ✨ Fresh Mochara Styles Inside!
• •Website Banner Text (Homepage): Mochara: Style That Moves With You. From Stable to Street, Effortlessly. Shop Sustainable Equestrian Wear.
• •TikTok Video Concept (Founder Tara speaking to camera): Spilled my coffee, got covered in slobber, and still made it to my lecture looking fresh! 😉 That’s the Mochara promise – durable, stylish, and ready for real life. #FemaleFounder #EquestrianLife #MocharaStory #RealRiders
• •Facebook Ad Copy (Targeting active women interested in equestrian sports & fitness): Love the ride? Love your style? Mochara brings you beautifully crafted activewear that’s as passionate about performance as you are. Discover our eco-conscious collection – because looking good and doing good go hand-in-hand. Shop now for 10% off your first order!