Brand Tone

Aspirational, Friendly, and Community-Centric

Brand Values

• •Performance & Quality
• •Community
• •Style & Confidence
• •Passion
• •Accessibility

Best Practices

• •Lead with "Why," Not Just "What": Instead of only listing product features, start with the benefit to the rider. Don't just say "4-way stretch fabric"; say "Move without limits with our 4-way stretch fabric." This connects the feature to the rider's experience.
• •Embrace the Community Voice: Continue to use words like "community," "we," "us," and "together." Regularly feature user-generated content, run polls, and ask questions to make the audience feel like they are part of the brand's journey.
• •Balance Aspirational with Relatable Content: For every post of a professional rider at a major show, create one that captures a relatable, everyday equestrian moment (e.g., cuddling a foal, the struggle of putting on a fleece over a helmet). This maintains approachability while still inspiring customers.
• •Use an Encouraging and Positive Tone: Frame everything in positive, confidence-boosting language. Phrases like "Feel bonita," "Confidence Giving," and "makes you feel this good" are powerful. Avoid jargon that might alienate beginners.
• •Be Authentic in Your Passion: Let the genuine love for horses shine through. Share team stories, celebrate your sponsored riders' successes, and talk about the sport with the excitement of a true fan. This authenticity is a key differentiator and builds trust.

Social Perception

Trusted & High-Quality, Community-Oriented, Modern & Stylish, Authentic & Approachable

Copy Examples

• •From morning mucking to sunset sessions, your passion never stops. Neither should your gear. Introducing the Element All-Weather Jacket —designed for every moment of your equestrian life. Waterproof, breathable, and built to move with you. Because we know what it takes. #SandstormEquestrian #RideThroughTheStorm
• •Our community is our everything. From your first pony to the Grand Prix, we're honored to be along for the ride. Tag your barn bestie who inspires you! #SandstormCommunity #EquestrianLife #HorseLovers
• •Engineered for ambition. The Sandstorm Pro Support Leggings are more than just riding wear; they're your second skin in the saddle. Crafted from a buttery soft, compressive fabric with a full silicone seat for ultimate grip, they provide the support and flexibility you need to perform with confidence. Two deep phone pockets mean you can stay connected, whether you're capturing the perfect schooling selfie or waiting for your class. Feel the difference. Ride the storm.
• •Hi [Name], at SandStorm, we believe the heart of our sport is in the local arenas and the everyday riders who show up with passion. That ’s why we were so proud to sponsor the show jumping classes at Mullingar Equestrian last weekend! It was incredible to see so much talent and dedication. To celebrate, here's an exclusive 15% off our new Training Collection. Thank you for being part of our amazing community.
• •Tired of leggings that slip, fade, or fail? Join the thousands of riders who have made the switch to SandStorm. Our Everyday Comfort Leggings are designed by riders, for riders. With a stay-put high waist, sweat-wicking fabric, and a flattering fit, you'll feel as good as you look. Shop now and find your perfect pair!