Brand Tone

informative, helpful, passionate, engaging, visual, and professional

Brand Values

• •Quality & Effectiveness
• •Passion for Grooming & Turnout
• •Customer Service & Support
• •Inspiration & Education
• •Sustainability
• •Trust

Best Practices

• •Always write with the dedicated equestrian in mind – from passionate amateurs to professionals. Use language and address concerns that resonate with their experiences and goals (e.g., show preparation, daily care, specific grooming challenges).
• •Highlight Benefits, Not Just Features: Instead of just saying a shampoo "cleans," explain how it "lifts stubborn stains and enhances natural color for a radiant, show-ready coat." Focus on the positive outcomes for the horse and rider.
• •Be Genuinely Passionate and Helpful: Let your enthusiasm for horse grooming shine through. Offer genuine advice, tips, and solutions. Position the brand as a knowledgeable partner in their horse care journey.
• •Maintain Professionalism with a Touch of Warmth: While the products are professional grade, the tone should remain approachable and supportive. Avoid overly technical jargon unless explaining a specific product benefit clearly.
• •Show, Don't Just Tell (Especially in Visual Contexts): On platforms like Instagram and TikTok, use compelling visuals (videos, before & afters) to demonstrate product effectiveness, reinforcing the "products that really work" message. Let the results speak for themselves, accompanied by concise, benefit-driven captions.

Social Perception

Customers generally perceive Smart Grooming positively, praising the effectiveness and quality of their products. The brand is seen as a specialist in horse grooming, providing solutions that really work.

Copy Examples

• •Achieve that show-ring shine that turns heads. Our Super Shine lotion is expertly formulated for a flawless, non-greasy finish. Because every horse deserves to gleam.
• •Tangled manes? Stubborn stains? We've been there. Discover Smart Grooming solutions – developed by equestrians, for equestrians, to make your grooming routine effective and even enjoyable.
• •Passionate about perfect plaits? So are we! Our plaiting essentials provide the grip and hold you need for a professional look that lasts. Get your grooming kit ready!
• •From everyday care to competition turnout, trust Smart Grooming. Our tried and tested products deliver the results you and your horse deserve. Explore the range and see the difference.
• •Join the Smart Grooming community! Follow us for expert tips, behind-the-scenes peeks, and learn how to bring out the best in your horse's appearance. #SmartGrooming #TipTopTurnout