Brand Tone

aspirational, sophisticated, and supportive

Brand Values

• •Quality & Performance: A strong emphasis on stocking high-quality products from reputable brands that deliver performance for both horse and rider.
• •Style & Elegance: A curated selection of products that reflect a sense of style and elegance within the equestrian world.
• •Passion for Equestrianism: A genuine love for horses and the equestrian lifestyle, aiming to support and enhance the experience for fellow enthusiasts.
• •Customer Focus & Service: A commitment to providing good customer service and meeting the needs of the Australian equestrian community.
• •Community & Connection: Fostering a sense of belonging and connection among equestrians, often showcased through their social media engagement.

Best Practices

• •Develop a Brand Voice Guide: Create a simple internal document outlining key tone attributes (e.g., "aspirational yet approachable," "passionate," "knowledgeable"), preferred terminology (e.g., "equine partner" vs. "horse," specific industry terms), and things to avoid (e.g., overly casual slang, overly technical jargon unless explained).
• •Focus on "You" and the Rider's Experience: Frame copy around the customer's aspirations, needs, and the benefits they will experience (e.g., "Experience unmatched comfort..." instead of "Our saddle pad has great features..."). This reinforces the supportive aspect.
• •Use Evocative and Quality-Oriented Language: Employ adjectives and verbs that convey sophistication, quality, and the sensory experience of riding (e.g., "sleek design," "buttery soft leather," "effortless performance," "unwavering support").
• •Maintain Visual-Copy Cohesion: Ensure the tone of the copy aligns with the style of the visuals used. High-quality, elegant imagery should be paired with refined and aspirational copy.
• •Review and Refine Regularly: Periodically review website copy, social media posts, and marketing materials to ensure they consistently reflect the desired brand tone. Solicit feedback if possible to see if the tone resonates as intended.

Social Perception

Customers seem to view The Equestrian as a reliable source for a wide range of quality equestrian products. The variety of brands and product types available is generally well-received. The brand is perceived as being in touch with current equestrian fashion and trends. Their activity on social media helps maintain visibility and connection with their audience.

Copy Examples

• •Elevate every ride. Introducing the [Product Name] saddle pad – where exquisite craftsmanship meets unparalleled comfort for your horse. Discover the difference quality makes. #TheEquestrian #LuxuryRiding #EquestrianStyle
• •That feeling when it's just you and your horse, perfectly in sync. What's your most cherished riding moment? Share with us below! 👇 We're passionate about celebrating the unique bond between horse and rider. #EquestrianLife #HorseLove #TheEquestrianCommunity
• •The Equestrian: Curated for Excellence. Your Journey, Our Passion. Shop Australia's finest selection of equestrian wear and gear.
• •Refined Style for the New Season ✨ Explore The Equestrian's Latest Arrivals.
• •Beyond the arena, the dedication continues. At The Equestrian, we understand the commitment that defines our sport. That's why we meticulously select gear that not only performs but inspires confidence on every stride.