Brand Tone

Professional, Technical, and Aspirational. The tone is expert, performance-focused, and precise, addressing a knowledgeable audience of dedicated riders.

Brand Values

• •Performance
• •Sustainability
• •Quality & Durability

Best Practices

• •Lead with Technical Function: Always start with the 'why.' Instead of saying 'a beautiful jacket,' say 'A fully waterproof and breathable jacket that keeps you comfortable.' The technical benefit is the primary selling point.
• •Incorporate 'Investment' Language: Use words like 'investment,' 'durability,' and 'long-lasting' to frame the high price point as a value proposition, reinforcing the 'buy less, choose well' philosophy.
• •Use Specific, Credible Data: Mention technical specifications like '20,000mm waterproofness' and materials like '3M Thinsulate Insulation' to build trust and appeal to the knowledgeable equestrian consumer.
• •Connect to the Rider's Passion: Acknowledge the dedication of the target audience with phrases like 'for the dedicated rider,' 'perform at your optimum,' and 'focus on the partnership with your horse.'
• •Subtly Weave in Sustainability: Mention 'eco-friendly,' 'recycled materials,' or 'fluorocarbon-free' as supporting values that add another layer of quality and responsibility to the purchase decision, rather than as the primary message.

Social Perception

Perceived as high-quality, investment-worthy, and effective. It is seen as a premium, highly functional brand that delivers on its technical promises, trusted by serious riders and professionals.

Copy Examples

• •Weather is a challenge, not a barrier. Stierna equips the dedicated rider to perform without compromise. Discover our EquTex collection.
• •Your best ride shouldn't depend on the forecast. Our Stella Winter Coat, with a 20,000mm waterproof rating and down-free Thinsulate , is your shield against the elements. Engineered for movement, built to last. #Stierna #EquestrianPerformance #SustainableRiding
• •Meet the definitive answer to riding in the rain. The Nova Rain Coat is more than just waterproof; it's a second skin for the serious equestrian. Constructed from our advanced 2-layer EquTex stretch fabric, it offers complete wind and water protection while releasing excess heat to keep you focused. With fully taped seams, pre-shaped sleeves for mobility, and a detachable hood that fits securely over your helmet, every detail is designed for your performance. Invest in your ride. Invest in Stierna.
• •Don't Let Rain Stop Play | The Ultimate Waterproof Riding Gear
• •Stierna UK | Pro Equestrian Outerwear | Shop Waterproof Jackets