Brand Tone

Aspirational yet accessible, blending professionalism with a friendly, community-oriented voice. It is professional, polished, friendly, relatable, and inspirational.

Brand Values

• •Authenticity
• •Community
• •Quality & Functionality
• •Affordability
• •Canadian Identity

Best Practices

• •Always Speak from Experience: Frame your copy from the perspective of a fellow equestrian. Use "we" to refer to the brand and "you" to speak directly to the customer. Phrases like "we know how it feels" or "designed for riders like us" reinforce authenticity.
• •Balance Technical Specs with Sensory Language: When describing products, don't just list features. Pair a technical detail (e.g., "moisture-wicking fabric") with a sensory benefit (e.g., "to keep you cool and confident under pressure"). Use words like "buttery-soft," "perfect stretch," and "unrestricted."
• •Foster Community in Every Post: End social media captions with a question or a call-to-action that invites conversation (e.g., "What are your goals for this season?," "Tell us about your horse!"). Regularly use hashtags like #RidgedaleFamily or #RidgedaleCommunity.
• •Weave the Brand Story into Content: Periodically remind your audience of the brand's origin. The "mother-daughter team" and "proudly Canadian" angles are powerful differentiators that build an emotional connection and should be mentioned in website copy, ad campaigns, and featured posts.
• •Maintain a Consistent Aspirational & Accessible Tone: Ensure the language is polished and professional but never elitist. It should inspire riders to achieve their best while making them feel that the brand is approachable, affordable, and supportive of their personal journey in the sport.

Social Perception

The brand is perceived with overwhelmingly positive engagement, is community-focused, and is trusted for its quality by its customer base.

Copy Examples

• •Grip that gives you confidence, fabric that feels like a second skin. Our A-Circuit Breeches were designed by riders, for riders, because we know that comfort in the saddle is non-negotiable. What’s the one feature you can’t live without in your favourite breeches? #RidgedaleEquestrian #RideInStyle
• •From the first class of the day to the final ribbon, the Ridgedale community was out in full force this weekend! We are so proud to see you achieving your goals. It’s why we started this—to create stylish, functional apparel that supports you every step of the way. Tag us in your show photos for a chance to be featured next! #RidgedaleFamily
• •Style, Performance, and Passion. Proudly Canadian, we create premium equestrian apparel that works as hard as you do, without the luxury price tag. Discover the Ridgedale difference.
• •Your ambition is our inspiration. Gear up for your best season yet with Ridgedale Equestrian. Our performance tops and breeches are engineered for a perfect fit, letting you focus on the ride. Shop the collection and enjoy free shipping on orders over $150.
• •We designed The Ringside Full-Zip for those early morning schooling sessions and long show days. As a mother-daughter team, we’ve spent countless hours by the ring and know the importance of a perfect layer. This top is crafted from a buttery-soft, 4-way stretch fabric that moves with you, whether you’re warming up or walking the course. It’s more than just a jacket; it’s your go-to piece for a life lived with horses.