Brand Tone

Friendly and Approachable, Knowledgeable and Passionate, Community-Oriented, Trustworthy and Reliable, Down-to-Earth and Practical

Brand Values

• •Customer Focus
• •Quality
• •Affordability/Value
• •Passion for Equestrian and Country Life
• •Family & Community
• •Authenticity

Best Practices

• •Speak Like a Knowledgeable Friend: Use language that is warm, inviting, and demonstrates genuine understanding of equestrian and country pursuits. Avoid overly technical jargon unless explaining a specific product benefit clearly.
• •Emphasize Community and Connection: Regularly engage with followers, ask questions, share user-generated content (with permission), and highlight local events or news relevant to the equestrian/country community.
• •Highlight Value and Quality Hand-in-Hand: Don't just focus on price; emphasize the quality of the brands and products, the durability, and the suitability for the demanding equestrian/country lifestyle. Frame affordable as great value for excellent quality.
• •Be Authentic and Transparent: Share occasional behind-the-scenes glimpses, introduce team members (if comfortable), and be honest in product descriptions. If something is a customer favourite, say so and explain why.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the tone of the copy aligns with the visuals used on the website and social media. If the images are aspirational yet practical, the copy should reflect that same balance. Use consistent terminology for products and promotions. Create a simple style guide for anyone writing copy.

Social Perception

Trusted Retailer, Helpful and Friendly Service, Good Product Selection, Community-Focused, Value for Money

Copy Examples

• •Facebook Post (New Product Arrival): Muddy puddles and chilly mornings calling? 🍂 Our new range of [Brand Name] waterproof boots has just landed! Built for comfort, designed for the country, and ready for whatever your day throws at you. Pop in store or shop online – our team is always here to help you find the perfect fit! #CountryLife #NewArrivals #RoalexEquestrian
• •Instagram Caption (Lifestyle Shot): That feeling when your outfit is as ready for the yard as you are. ✨ Featuring the super comfy [Product Name] breeches and the stylish [Product Name] jacket – perfect for those crisp autumn rides. What are your essentials this season? Share below! 👇 #EquestrianStyle #HorseRiding #CountryFashion #RoalexClothing #TrustedQuality
• •Website Banner (Seasonal Promotion): Gear Up for Winter! ❄️ From cozy base layers to weatherproof outerwear, find everything you need to stay warm and comfortable in the saddle and beyond. Quality brands, friendly advice, and prices that make sense. Shop the Roalex Winter Collection now!
• •Email Newsletter Snippet (Highlighting Expertise): Choosing the right riding hat can feel overwhelming, but we're here to help! Our experienced team at Roalex understands the importance of safety and a perfect fit. Visit us for a personal fitting or check out our online guide to ensure you ride with confidence. Your safety is our priority. #SafetyFirst #EquestrianExperts #FamilyRun
• •Facebook Ad (Targeting Local Equestrians): Hey [Local Town/Area] riders! 👋 Roalex Equestrian & Country Wear, your local family-run tack shop, is stocked with all your favourite brands like Ariat, Horseware, and LeMieux. Plus, expert advice comes as standard! 😉 Visit us on [Street Name] or browse online at roalex.co.uk. #ShopLocal #EquestrianCommunity #Roalex