Brand Tone

The brand's tone is trustworthy and knowledgeable, aspirational and quality-conscious, eco-conscious and principled, and approachable and community-focused. It blends expertise with personal connection and a strong ethical stance.

Brand Values

• •Sustainability
• •Accessibility & Affordability
• •Quality & Trust

Best Practices

• •Always Weave in the Three Core Values: Every piece of copy should touch upon at least one of the brand's values: sustainability, affordability, or trust/quality.
• •Balance Aspiration with Honesty: Use aspirational language for premium brands, but maintain trust by being transparent about the pre-loved condition of each item.
• •Use the "Insider" Language: Employ terminology familiar to the equestrian community to demonstrate authenticity and build connection.
• •Amplify Your Community: Encourage customer photo shares and repost user-generated content to reinforce social proof and community.
• •Maintain a Personal & Approachable Voice: Share the founder's story and passion, using 'we' and 'you' to create a conversational tone that reflects the brand's authentic connection to the equestrian world.

Social Perception

Second Hoof is perceived as a smart, modern, and ethical solution for the equestrian market. Buyers see it as a trustworthy and affordable gateway to premium brands and a way to make sustainable choices. Sellers view it as a convenient and hassle-free way to contribute to a circular economy. The brand is respected for its clear mission, transparency, and authentic connection to the equestrian world.

Copy Examples

• •Ready for the ring ✨ Just dropped: This stunning [Brand Name] competition jacket, 'As New' and waiting for its next champion. Get that premium feel without the premium price tag. Available now in UK Size 10, but it won’t last long! Tap the link in our bio to shop smart and sustainably. 🐎♻️ #SecondHoof #PrelovedEquestrian #SustainableStyle
• •Ride More, Spend Less, Waste Nothing. Why choose between quality and sustainability? At Second Hoof, you get both. We curate the best pre-loved premium equestrian clothing so you can look good, feel good, and do good. Save up to 60% on top brands and help us reduce textile waste. Your wallet and the planet will thank you. Shop now!
• •🤫 Psst... New Cavallo, LeMieux & More Just Landed!
• •Condition: Excellent Pre-loved. A few minor signs of wear on the inner knee grips, but otherwise in fantastic condition with plenty of life left. Full silicone seat offers exceptional grip, and the technical fabric is perfect for all-day comfort. A brilliant opportunity to own a pair of premium [Brand Name] breeches at a fraction of the RRP.
• •Look good. Feel good. Do good. Join our mission to make equestrian fashion sustainable. Every purchase saves clothes from landfill and C02 from the atmosphere.