Brand Tone

Community-Focused, Accessible, and Conscientious

Brand Values

• •Sustainability & Environment
• •Accessibility & Affordability
• •Community
• •Integrity & Attentiveness

Best Practices

• •Always Lead with the "Why": Start with the values of sustainability and accessibility before focusing on the product. Frame every piece of communication around the mission of making riding affordable and eco-friendly.
• •Use Community-Centric Language: Employ words like "we," "us," and "our community" to foster a sense of belonging. Refer to customers as "riders" and "members of the community" rather than just "customers."
• •Be Transparent About Products: When writing about used items, be honest and clear about their condition. Use phrases like "gently used," "pre-loved," and "ready for a new adventure" to build trust. This reinforces the value of integrity.
• •Maintain a Passionate and Positive Tone: The copy should always reflect a genuine love for horses and the equestrian sport. Keep the language upbeat, encouraging, and focused on the joy of riding.
• •Amplify the Hashtag: Consistently use the `#thriftyEQ` hashtag in all digital communications (website, emails, and any future social media) to centralize user-generated content and build a recognizable tag for the community.

Social Perception

External perception of ThriftTack is limited due to low online visibility. Customers who have interacted with the brand view it favorably, highlighting good service and quality products. For the broader public, the brand is largely unknown, though general forum discussions confirm a demand for affordable, used tack, which benefits ThriftTack s business model.

Copy Examples

• •Your next adventure shouldn break the bank. 🐴
• •From one rider to another, we know that passion shouldn be limited by price. That s why every piece in our collection is chosen with care for you, your horse, and the planet. Gear up for your next ride, sustainably. #thriftyEQ #EquestrianLife #SustainableRiding
• •Quality Gear, Secondhand Prices. Ride with heart, spend with sense.
• •This beautiful dressage saddle has seen many happy rides and is ready for its next chapter with you. We ve thoroughly inspected it for quality and safety, noting minor cosmetic wear consistent with its journey. It s a perfect opportunity to own a premium brand without the premium price tag. Give great gear a second life.
• •Love horses? Hate waste? Join the ThriftTack community! We bring you pre-loved and new equestrian gear at prices that make sense. Shop smart, ride proud, and help us make our sport more sustainable. Discover our new arrivals today!