Brand Tone

Conscious and Responsible, Approachable and Trustworthy, Quality-Oriented and Aspirational, Community-Focused, Enthusiastic and Passionate

Brand Values

• •Sustainability
• •Affordability & Accessibility
• •Quality & Trust
• •Community
• •Convenience

Best Practices

• •Prioritize 'Sustainable' and 'Quality': Ensure that messaging consistently highlights the environmental benefits of preloved items AND the high-caliber of the brands and products offered.
• •Emphasize 'Community' and 'Shared Passion': Use inclusive language that speaks to fellow equestrians. Share stories that reflect a shared love for horses and the sport, tying it back to responsible consumption.
• •Maintain an 'Approachable and Helpful' Voice: Especially when explaining the selling process or addressing potential concerns about buying second-hand. Be clear, transparent, and supportive.
• •Focus on 'Affordability' and 'Smart Choices': Highlight the value proposition – accessing premium items without the premium price. Frame it as a savvy decision for discerning riders.
• •Use Authentic Equestrian Language (but keep it accessible): While using terms familiar to horse riders builds connection, ensure the language is still clear and welcoming to those who might be newer to the sport or the concept of preloved equestrian gear. Ensure that product descriptions are accurate and detailed.

Social Perception

Positive among environmentally conscious equestrians, Appealing to budget-savvy riders, Seen as a trustworthy option for preloved gear, Valued for convenience by sellers

Copy Examples

• •Headline: Ride More, Waste Less. Discover Premium Preloved Equestrian Style. Body: At Second Hoof, we believe in a greener canter. Shop your favourite high-end equestrian brands at prices that feel as good as a perfect ride. Quality, sustainability, and style – hand in hand. #SecondHoofStyle #SustainableEquestrian
• •Headline: Your Favourite Brands, Reimagined. Give Your Gear a Second Hoof. Body: Don't let that treasured Pikeur jacket or those barely-worn Ariat boots gather dust! Selling with Second Hoof is simple and rewarding. We find loving new homes for your premium equestrian wear, helping you save money and the planet. Contact us for a hassle-free quote! #PrelovedPremium #CircularFashion
• •Headline: Smart Riders Choose Second Hoof. Quality Gear Without the Premium Price Tag. Body: Why pay full price when you can access top-tier equestrian apparel for less? Second Hoof offers meticulously checked, preloved items from brands you trust. Ride with confidence, knowing you've made a smart, sustainable choice. Explore our latest arrivals! #EquestrianSavings #QualitySecondhand
• •Headline: Join the Movement: Towards a Sustainable Equestrian Future. Body: Every preloved purchase makes a difference. At Second Hoof, we're passionate about building an equestrian community that values both performance and our planet. Shop, sell, and share in our vision for a more sustainable ride. #RideGreen #SecondHoofCommunity
• •Headline: From Our Stable to Yours: Trusted Quality, Second Hand. Body: Worried about buying preloved? Don't be! Second Hoof offers a curated collection of premium equestrian clothing, complete with clear condition scoring and a straightforward returns policy. Experience the joy of finding your next favourite piece, affordably and responsibly. #TrustedPreloved #EquestrianStyle