Brand Tone

Authentic & Relatable, Community-Focused & Supportive, Enthusiastic & Passionate, Helpful & Customer-Centric, Fun & Engaging

Brand Values

• •Authenticity
• •Community
• •Quality & Performance
• •Customer Focus
• •Passion for Equestrianism
• •Inclusivity

Best Practices

• •Embrace the "Adult Ammy" Voice: Consistently use language and scenarios that resonate with the everyday, often "frazzled," dedicated adult amateur rider. Highlight the real, sometimes messy, but always rewarding aspects of horse ownership and riding.
• •Be Authentically You (Like Susanne): Channel the founder's open, honest, and relatable persona. Don't be afraid to share personal anecdotes (where appropriate) or use a slightly informal, conversational style.
• •Foster Community in Every Message: Frame communications as conversations. Ask questions, invite sharing, and remind customers they are part of the "Ride or Die" family. Actively use "we" and "you" to create a sense of togetherness.
• •Lead with Passion, Support with Quality: Let the genuine love for horses and the equestrian lifestyle shine through. Then, back it up by clearly communicating the quality, comfort, and practicality of the products offered.
• •Keep it Fun and Engaging: Inject humor, enthusiasm, and a positive spirit into the copy. Use emojis where appropriate for the platform. Remind riders of the joy and fun aspects of their passion, aligning with the shop's aim to be an "interesting digital place."

Social Perception

A go-to resource for adult amateur riders who are looking for quality gear and a sense of belonging. Trustworthy and reliable, due to their emphasis on product testing, customer service, and relatable founder story. More personal and less corporate than larger equestrian retailers. Engaging and interactive, especially for those who participate in their Live Sales and Facebook community. The name "Ride or Die" itself might attract riders who are deeply committed and passionate, possibly with a bit of an edgy or modern sensibility, though the overall tone is more welcoming and supportive than overtly aggressive. The Amazon product description for a "Ride Or Die" t-shirt links the phrase to "funny saying, sarcastic, novelty, humor, hilarious, humorous, witty, trendy, cute, cool" for horse girls and equestrians, suggesting a broader, more lighthearted interpretation within the community.

Copy Examples

• •Instagram Post (Image: Adult amateur rider joyfully patting her horse after a ride, both looking a bit muddy but happy): Muddy. Tired. Blissed out. That's the adult ammy life, right? 😉 We get it. That's why we stock gear that works as hard as you do (and cleans up nice!). What was your 'worth it' muddy moment this week? Share below! #RideOrDieEquestrian #AdultAmmyLife #RealRidersRealGear #EquestrianCommunity
• •Facebook Ad (Carousel showing a new collection of breeches and tops): Stop the endless scroll! 🛑 Your search for comfy, flattering, AND durable riding gear ends here. Susanne (our founder, fellow adult ammy, and chief product tester!) handpicks and approves every piece. Because you deserve to feel amazing in the saddle, even if you're just schooling on a Tuesday. Check out our new arrivals – your horse will thank you (and so will your bum!). Shop now & join the Ride or Die family! [Link] #RideOrDieShop #EquestrianStyle #PerformanceApparel #AdultAmmyApproved
• •Email Newsletter Snippet (Subject: We see you, weekend warrior! 🏇): Hey [Customer Name], Whether you're gearing up for a show, a trail ride, or just some quality barn time, we know you pour your heart into it. At RIDE OR DIE, we're more than just a shop – we're your people. A community of 'generally frazzled adult ammies' who get the highs, the lows, and the why-we-do-its. P.S. Don't forget our Live Sale Wednesday at 8 PM ET on Facebook – Susanne's got some great new finds to show you! [Link to Facebook]
• •TikTok Video Concept (Caption for a video showing a 'day in the life' of an adult amateur, struggling comically with a stubborn horse then succeeding): Some days you're the statue, other days you're the pigeon... but every day, we're #RideOrDie. 😅 Our gear is made for ALL the moments. What's your most relatable #AdultAmmyStruggle? 👇 #EquestrianLife #HorseGirlProblems #RideOrDieShop #FunnyHorses
• •Product Description (for a pair of all-weather riding tights): These aren't just riding tights; they're your second skin for those 'ride or die' days. Designed by an adult ammy, for adult ammies, we know what you need: comfort that lasts from mucking out to that 'one last canter,' a fit that makes you feel good (even on bloated days, we got you!), and durability to withstand, well, life with horses. Tested by our crew, approved by real riders like you. Because life's too short for uncomfortable pants.