Brand Tone

Knowledgeable, Friendly, Trustworthy, Community-Oriented, Practical and Direct

Brand Values

• •Quality
• •Expertise & Knowledge Sharing
• •Customer Focus & Service
• •Passion for Equestrianism
• •Reliability & Trust

Best Practices

• •Prioritize Expertise with Clarity: Always write from a position of knowledge, but explain technical terms or complex features in a way that is easy for all customers to understand. Avoid jargon where simpler language suffices.
• •Maintain a Helpful and Approachable Voice: Even when discussing technical products, ensure the language is welcoming. Encourage questions and interactions. Phrases like 'We're here to help,' or 'Feel free to ask' reinforce this.
• •Emphasize Trust and Quality: Consistently reference the quality of the brands stocked and your own experience with the products. Use phrases like 'personally selected,' 'tried and tested,' or 'built to last.'
• •Speak to Your Niche Community: Acknowledge the specific needs and interests of your core audience (e.g., carriage drivers, endurance riders). Use terminology and refer to events or challenges relevant to them to build rapport.
• •Be Consistent Across All Channels: Whether it's a detailed website description, a short Instagram caption, or a YouTube video script, the underlying tone of knowledgeable, friendly, and trustworthy expertise should remain consistent. Regularly review content across platforms to ensure alignment.

Social Perception

Trusted authority and go-to resource for enthusiasts within niche disciplines (carriage driving, endurance, racing). Generally satisfied customer base within their target market.

Copy Examples

• •Facebook/Instagram Post (New Product): Gear up for success! ✨ Introducing the new [Product Name] from Zilco – engineered for performance and durability, just what you need for those demanding drives. As passionate riders and the UK's largest approved Zilco stockist, we've put this through its paces and it truly delivers. Got questions on fitting or suitability? Send us a DM or visit our website – we're always happy to share our expertise! #HarnessStuff #Zilco #CarriageDriving #EquestrianLife #TrustedQuality
• •Website Blog Snippet (Educational Content): Choosing the right harness is crucial for both your horse's comfort and your peace of mind. With over 30 years in the field, we understand the nuances. In our latest article, we break down the key differences between synthetic and leather harnesses, helping you make an informed decision. Read more: [Link] Your journey, our expertise. #HarnessKnowledge #EquestrianTips
• •Email Newsletter Subject Line: Expert Tips & New Arrivals for the Dedicated Equestrian | Riding & Harness Stuff (Email Body Snippet): Hello [Customer Name], At Riding & Harness Stuff, we don't just sell equipment; we share our passion and knowledge. This month, discover the latest innovations in endurance riding gear, plus our expert guide to pre-competition tack checks...
• •Twitter Post (Community Focus): Fantastic to see so many dedicated drivers out at the [Event Name] this weekend! Congratulations to all participants. We're proud to support the carriage driving community. What was your highlight? #CarriageDrivingUK #EquestrianCommunity #HarnessStuffEvents
• •Product Description Snippet (Website): The Ideal Lux Single Harness: Crafted for champions, trusted by professionals. We personally recommend this harness for its exceptional balance of traditional aesthetics and modern performance. Built with the finest materials, it offers unparalleled comfort and reliability for your horse. As experienced suppliers, we can guide you on custom fitting to ensure the perfect match. Contact us for a consultation.