Brand Tone

Approachable, knowledgeable, and supportive, with a clear emphasis on craftsmanship and family values.

Brand Values

• •Quality Craftsmanship
• •Expertise & Experience
• •Customer Service & Support
• •Family-Owned Small Business
• •Affordability & Value
• •Rider & Horse Success

Best Practices

• •Always Emphasize Craftsmanship and "Handmade": Continuously highlight that Boyce personally handcrafts the bits. This reinforces quality and the family-run aspect.
• •Maintain an Approachable and Supportive Voice: Use welcoming language. Offer help proactively in your communications (e.g., "Need help choosing?", "We're here to guide you"). Make contact information easily accessible.
• •Share Your Expertise Authentically: Provide educational content about bits and their use, drawing from your 30+ years of experience. This builds trust and positions you as more than just a retailer.
• •Incorporate Customer Testimonials and Stories: Let your satisfied customers speak for you. Sharing their positive experiences reinforces your values and the perception of quality and good service.
• •Keep the "Family-Owned Small Business" Aspect Central: Remind your audience that they are supporting a small, passionate team. Phrases like "Thank you for supporting small business" resonate well.

Social Perception

Highly Positive Customer Feedback, Trusted by Riders, Helpful and Knowledgeable, American Made

Copy Examples

• •Headline: Handcrafted for Champions. Built by Experience. Body: For over 30 years, Boyce has been handcrafting each Shallow Creek Bit with the precision and care your barrel horse deserves. Feel the difference that quality, American-made steel and expert design make in your next run. We're here to help you find that perfect connection.
• •Headline: More Than Just a Bit. It's a Partnership. Body: At Shallow Creek Bits, we know that the right equipment is key to success. As fellow horse trainers, we craft each bit to help you and your horse achieve your best. Got questions? Give Jan or Cassie a call – we love talking bits!
• •Headline: Ride with Confidence. Ride with Shallow Creek. Body: Stop searching, start winning. Our customers rave about the quality and feel of our handmade bits and reins. Experience fast shipping and the personalized service only a dedicated family business can provide. Your horse will thank you.
• •Headline: Feel the Softness, See the Results. Body: Our "butter soft" reins are a customer favorite for a reason! Paired with a meticulously balanced, handmade bit, you'll discover a new level of communication and performance. Support small, ride with the best.
• •Headline: From Our Family to Yours: Bits That Work. Body: Since 1987, Shallow Creek Bits has been dedicated to crafting high-quality, affordable bits right here in Tennessee. We're passionate about helping barrel racers like you find the perfect fit for a winning run.