Brand Tone

Empathetic Expert, Passionate & Positive. The brand communicates from a place of deep understanding and experience, knowledgeable and confident without being arrogant. It's approachable and supportive, like a trusted friend who is also an expert in the field. The language is encouraging, optimistic, and community-focused, with a more playful and informal shift on platforms like TikTok.

Brand Values

• •Health & Well-being
• •Expertise & Education
• •Community
• •Quality & Trust
• •Authenticity

Best Practices

• •Lead with Empathy: Always start from a place of understanding the horse owner's concerns and joys. Use "we understand," "we've been there," and "you're not alone" to build an immediate connection.
• •Balance Expertise with Accessibility: Share scientific and technical knowledge in a simple, easy-to-digest way. Avoid overly complex jargon. The goal is to empower the customer with knowledge, not overwhelm them.
• •Tell the "Why": Always connect the product or service back to the brand's core mission and origin story. Remind customers why Pferdekram exists The core of the brand is the health of the horse. This is evident from their origin story and their focus on high-quality, specialized feed and supplements.because of a personal need for better horse care.
• •Amplify the Community: Regularly feature user-generated content, testimonials, and customer stories in your copy. Use language that fosters a collective identity, such as "our community" and "fellow horse lovers."
• •Maintain a Consistent Voice Across Platforms: While the format may change (e.g., professional on YouTube, playful on TikTok), the core tone of being an "Empathetic Expert" should remain. The expert advice on YouTube and the fun behind-the-scenes on TikTok are two sides of the same passionate, knowledgeable brand.

Social Perception

The public and customers perceive Pferdekram as a highly reputable, trustworthy, and premium brand within the Swiss equestrian market. They are seen as specialists, particularly in the area of equine nutrition and metabolic issues. The personal involvement of the founders is highly valued and contributes to the perception of the brand as being more than just a retailer, but a passionate and integral part of the equestrian community.

Copy Examples

• •That feeling when you know they're getting the very best. ✨ Our new Vitality Boost isn't just another supplement; it's our promise to you and your horse. Born from our own journey with equine health, we've packed it with everything they need to shine from the inside out. Because a healthy horse is a happy horse. #Pferdekram #Stoffwechselliebe #HorseHealth
• •Is your horse trying to tell you something? Let's talk gut health.
• •Headline: By Horse Lovers, For Horse Lovers. Sub-headline: Expert-curated nutrition and care, delivered with passion from our stable to yours.
• •Tired of guessing games with your horse's sensitive skin? We've been there. That's why we developed our Calm Coat shampoo. Formulated with soothing, natural ingredients like chamomile and aloe vera, it gently cleanses without stripping essential oils. It’s more than a shampoo—it's peace of mind in a bottle, giving your horse the immediate comfort it deserves. Your trust is our main ingredient.
• •Video: Fast-paced cuts of staff packing an order, adding a small free treat, and sealing the box with a branded sticker. On-screen text: "Packing your horse's favorite things with a little extra love ❤️" Trending positive audio track. Caption: "Every order gets the VIP treatment! 😉 #Pferdekram #PackingOrders #EquestrianLife #SmallBusinessLove"