Brand Tone

Aspirational, Knowledgeable & Friendly

Brand Values

• •Quality & Functionality
• •Expertise & Trust
• •Customer Focus & Service
• •Passion for Equestrianism
• •Accessibility

Best Practices

• •Know Your Audience, Speak Their Language: Understand the modern, trend-conscious equestrian. Use terminology they relate to (e.g., "hack," "arena," "baselayer") while maintaining an aspirational yet approachable feel.
• •Highlight Quality and Expertise Subtly: Weave in the brand's commitment to quality and the founder's expertise naturally within product descriptions and social media posts, rather than making it the sole focus of every communication. For example, "Crafted with care by fellow riders..."
• •Embrace Visual Storytelling Alignment: Ensure the copy complements the stylish and high-quality visuals used on the website and social media. The tone of the text should match the aesthetic of the images and videos.
• •Maintain a Friendly and Supportive Voice: Even when being aspirational, keep the tone welcoming. Use phrases like "We're here to help," "Discover your perfect match," and engage with comments and questions in a helpful, positive manner.
• •Be Consistent Across All Platforms: While the specific content format may vary (e.g., short and quippy on TikTok vs. more descriptive on the website), the core brand voice – aspirational, knowledgeable, stylish, and friendly – should remain consistent. Regularly review content across all channels to ensure alignment.

Social Perception

Positive, Community-Oriented, Reliable

Copy Examples

• •Instagram Post (New Saddle Pad Collection): Elevate your ride with our stunning new collection of [Brand Name] saddle pads! ✨ Crafted for comfort, designed for style, and chosen by riders who know the difference. Because your horse deserves the best, and you deserve to shine. Explore the collection – link in bio! #HorseMusthaves #EquestrianStyle #NewCollection #RideInComfort
• •Facebook Ad (Riding Leggings): Feel the difference quality makes. Our [Product Name] riding leggings, designed by equestrians for equestrians, offer the perfect blend of support, flexibility, and chic style. Ready for the arena or a relaxing hack? We've got you covered. Shop now and experience the Horse Musthaves standard. 👉 [Link] #HorseFashion #RidingInStyle #EquestrianApparel #HorseMusthavesNL
• •Website Homepage Banner: Welcome to Horse Musthaves – Where Passion Meets Performance. Curated by experts, loved by riders. Discover hand-picked essentials and the latest in equestrian fashion, all designed to help you and your horse look and feel your best. Your next favorite find is just a click away. [Shop Now Button]
• •TikTok Video Caption (Outfit of the Day): Obsessed with this look! 😍 Our [Top Name] baselayer paired with the super comfy [Leggings Name] – perfect for a day at the stables. What are your must-have pieces for a stylish ride? Let us know! 👇 #OOTD #EquestrianLife #HorseGirl #StableStyle #HorseMusthaves
• •Email Newsletter Snippet (Highlighting Founder's Expertise): More than just a shop, Horse Musthaves is built on a lifetime of equestrian experience. Our founder, Anouk, personally selects and tests every product to ensure it meets the highest standards of quality and functionality. Ride with confidence, knowing you're choosing the best for you and your partner. Discover Anouk's top picks this month: [Link]