Brand Tone

Professional, Authoritative, Quality-Centric, Technical, Precise, Confident, Responsible (especially in Dog Sports), Not Overly Emotional or Humorous.

Brand Values

• •Quality
• •Tradition & Heritage
• •Innovation
• •Reliability & Durability
• •Safety
• •Performance
• •Expertise

Best Practices

• •Prioritize 'Quality' and 'Precision': Consistently weave in terms that reinforce German engineering, high-grade materials, durability, and meticulous manufacturing.
• •Maintain Professional & Expert Language: Use clear, direct, and knowledgeable language. Avoid overly casual slang or jargon that might alienate the target audience of serious enthusiasts and professionals.
• •Focus on Performance & Reliability Benefits: Clearly articulate how the product's features translate into tangible benefits for the user – whether it's enhanced control, safety, longevity, or improved performance in their respective sport.
• •Address Controversies with Responsibility (Dog Sports): When discussing prong collars, adopt an educational, responsible tone. Emphasize correct fitting, proper use by knowledgeable individuals, and the intention of the tool for clear communication, rather than punishment.
• •Visually Align: Ensure that all written content is complemented by high-quality visuals (photography, videography) that reflect the precision, cleanliness, and professionalism of the SPRENGER brand. While not copy, visual tone deeply impacts brand perception.

Social Perception

Highly Regarded for Quality, Trusted in Equestrian and Boat Sports, Polarizing in Dog Sports, 'Made in Germany'.

Copy Examples

• •SPRENGER: Precision Engineering for Peak Performance. Since 1872.
• •Refine your connection. SPRENGER's anatomically designed bits, crafted in Germany from the finest materials, ensure optimal comfort and precise communication for discerning riders.
• •Guidance built on German quality. SPRENGER training tools are engineered for clarity and control, fostering effective communication between you and your canine partner. For responsible training success.
• •Navigate with Uncompromising Reliability. SPRENGER boat fittings deliver superior strength and durability, crafted in Germany to withstand the harshest marine environments. Secure your journey.
• •A Legacy of Innovation. For over 150 years, SPRENGER has combined traditional craftsmanship with cutting-edge research to develop superior equipment for equestrian, dog sport, and boating. Trust the experts.