Brand Tone

Knowledgeable, Trustworthy, and Supportive. Secondary Tones: Friendly, Practical, Quality-Focused, and Community-Oriented.

Brand Values

• •Quality & Durability: Offering products that are built to last and perform well is a core value. This is demonstrated by the brands they carry and the focus on product features.
• •Horse Welfare & Rider Safety: Implied through the provision of appropriate and well-made equipment. The products are essential for the care, training, and safety of horses and riders.
• •Customer Satisfaction & Support: Aiming to provide good service, helpful information, and a positive shopping experience.
• •Passion for the Equestrian Lifestyle: A genuine interest in and understanding of the needs and passions of equestrians.
• •Reliability & Trust: Positioning themselves as a dependable supplier where customers can find what they need with confidence.

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Knowledgeable, Trustworthy, Supportive, Friendly, Practical, Quality-Focused, Community-Oriented) with examples of "do's and don'ts." This ensures anyone writing copy understands the desired voice.
• •Prioritize Clarity and Accuracy: Given the focus on quality and the technical nature of some products, ensure all descriptions are clear, accurate, and provide the necessary information for an informed purchase. Avoid jargon where possible, or explain it.
• •Emphasize Benefits Alongside Features: Don't just list what a product *is*; explain how it *helps* the horse or rider. For example, instead of "Made with waterproof material," say "Stay dry and comfortable in any weather with our fully waterproof and breathable [Product Name]."
• •Engage Authentically with the Community: When responding to comments or messages, maintain the friendly and supportive tone. Show genuine interest in customer queries and feedback. Use language that resonates with equestrians (e.g., "happy trails," "great round").
• •Review and Refine Regularly: Periodically review website copy, social media posts, and email campaigns to ensure they still align with the established brand tone and values. Customer feedback can also provide insights into how the tone is being perceived and if adjustments are needed.

Social Perception

Generally Positive: Customers likely perceive New England Tack as a reliable source for a wide range of equestrian products. The association with established equestrian brands builds trust. Specialized Retailer: They are seen as a specialist in their field rather than a general merchandise store. This appeals to knowledgeable equestrians looking for specific items. Service-Oriented (Potentially): If customer service is responsive and helpful, this will be a significant positive aspect of their perception. Negative experiences in this area can quickly detract from the brand image. Value for Money: While quality is a focus, customers will also assess if the pricing is fair and competitive within the equestrian market. Sales and promotions can positively influence this perception. Community Contributor (To a lesser extent, depending on activity): If they actively engage with and support local or online equestrian communities, this enhances their image as being more than just a retailer.

Copy Examples

• •Experience unparalleled comfort and a closer connection with your horse. Our new line of [Brand Name] leather girths is crafted from premium, supple leather with ergonomic shaping to allow maximum freedom of movement. Built for durability and performance, ride after ride. Shop the collection now. #NewEnglandTack #EquestrianGear #HorseComfort #QualityLeather
• •Gear Up for Spring Riding! ✨ Fresh Arrivals & Special Offers Inside! Body Snippet: Hey [Customer Name], the trails are calling! Ensure you and your equine partner are ready for the season with our latest arrivals. From breathable fly sheets to durable hoof picks, we've got everything you need. Plus, enjoy 15% off all [Specific Category] this week only!
• •Your Trusted Partner for Every Ride. Quality Tack, Expertly Curated.
• •5 Essential Checks Before Your Next Trail Ride. Keeping you and your horse safe and happy on every adventure. Read our latest tips on the blog! #EquestrianSafety #TrailRiding #HorseCare #NETCommunity
• •At New England Tack, our passion for horses drives everything we do. We're committed to providing fellow equestrians with high-quality, reliable gear from the brands you trust, backed by friendly service and expertise you can count on. Because we know every ride matters.