Brand Tone

Knowledgeable & Experienced, Community-Focused, Practical & Value-Oriented, Approachable & Helpful, Straightforward & Product-Focused

Brand Values

• •Affordability/Value
• •Community Support & Giving Back
• •Expertise & Knowledge
• •Quality
• •Sustainability/Recycling

Best Practices

• •Emphasize Expertise Authentically: Share knowledge naturally. Instead of just saying "we're experts," demonstrate it through helpful tips in posts, detailed product descriptions that highlight use-cases, or by addressing common rider questions.
• •Reinforce Community Commitment: Regularly mention the partnership with the Equestrian Aid Foundation and how shopping/consigning contributes. This builds an emotional connection and highlights shared values.
• •Focus on Value, Not Just "Cheap": While affordability is key, frame it as smart shopping, good investments, and access to quality that might otherwise be out of reach. Use phrases like "savvy," "smart," "investment," alongside "budget-friendly."
• •Maintain an Encouraging and Inclusive Voice: Cater to all levels, from beginners to experienced riders, making everyone feel welcome and understood. Avoid jargon where possible, or explain it briefly.
• •Be Transparent and Approachable: In customer interactions (especially addressing complaints or questions), maintain a helpful, understanding, and professional tone, even when policies must be enforced. This builds trust and can mitigate negative perceptions like the one seen in the forum.

Social Perception

Established & Reputable, Go-To for Deals & Variety, Helpful & Knowledgeable (generally), Supportive of the Equestrian Community, Can Have Service Inconsistencies

Copy Examples

• •Headline: Ride More, Spend Less. Your Journey Starts Here. Body: From your first lesson to the Grand Prix ring, On Course Consignment outfits your passion without breaking the bank. Quality tack and apparel, expertly curated for every equestrian.
• •Headline: Give Your Tack a Second Grand Prix. Consign With Us. Body: Your trusted gear has more to give. Let our experienced team find its next champion. Earn back on your investment and support the equestrian community with every sale.
• •Headline: Expert Advice, Unbeatable Value. That's the On Course Promise. Body: Not sure what you need? Our seasoned equestrian staff is here to guide you. Discover top brands and hidden gems at prices that make sense.
• •Headline: More Than a Tack Shop. We're Riders Supporting Riders. Body: For over a decade, we've been committed to the equestrian community, offering quality consignment and giving back through the Equestrian Aid Foundation. Shop with purpose.
• •Headline: Wellington's Choice for Quality Consignment. Body: Located in the heart of horse country, On Course Consignment is your source for everything equestrian. Find everything from schooling basics to show-ready attire.