Brand Tone

Practical, Professional, and Comprehensive

Brand Values

• •Utility and Practicality
• •Comprehensive Support
• •Quality and Specialization
• •Accessibility

Best Practices

• •Prioritize Clarity Over Cleverness: The copy should always be direct, clear, and easy to understand. The goal is to inform the customer about the product's function and value efficiently.
• •Use Professional, Industry-Standard Terminology: Employ correct and recognized terms for products (e.g., "fetlock boots," "silage wrap"). This builds credibility and shows respect for the customer's expertise.
• •Focus on the Product's Practical Benefit: Frame descriptions and posts around what the product *does* for the customer. How does it save time, improve animal welfare, or increase efficiency?
• •Maintain a Unified Voice Across All Platforms: Whether on the website, Facebook, or a product tag, the tone should remain professional and helpful. Avoid overly casual slang or emojis that could dilute the brand's expert positioning.
• •Keep Visuals Clean and Functional: Ensure that product photography and any visual content are high-quality, well-lit, and focused on the product itself. The visual identity should match the practical and professional tone of the copy.

Social Perception

Functional and wide-ranging supplier; dependable source for essential supplies; serves a practical, hands-on audience that values quality and availability over branding prestige; perceived as a well-stocked, professional supplier for rural and equestrian life.

Copy Examples

• •Facebook Post (New Product): Headline: Built for the Field. Ready for the Rain. Body: Introducing our new line of all-weather turnout rugs. Designed for durability and comfort, they provide superior protection against the elements. Available in all sizes. Shop now for free delivery on orders over  150. #McKeonEquestrian #HorseCare #TurnoutRug
• •Instagram Post (Promoting a Category): Caption: A well-run yard starts with the right tools. From heavy-duty buckets to ergonomic mucking forks, our Stable & Yard essentials are selected for quality and longevity. Equip your stable for the season ahead. Link in bio. #EquestrianLife #StableManagement #FarmSupplies
• •Email Newsletter Subject: Your Weekly Checklist: Fencing, Feed & Farrier Supplies Body: Prepare for the week with McKeon Agri & Equestrian. We've restocked all essential fencing wire, specialized feeds, and healthcare supplements. Order everything you need in one place and get back to what matters.
• •Product Description (Cattle Show Soap): Title: Professional Show Soap for Champion Cattle Description: Formulated to enhance coat brightness and texture, our professional-grade show soap ensures your cattle look their best in the ring. Removes stubborn stains without stripping natural oils. Trusted by show professionals for a flawless finish.
• •TikTok Video Concept (Short, Informative): On-Screen Text: Farm. Stable. Rider. Everything you need. Caption: Your complete source for agri and equestrian supplies. #McKeonAgri #EquestrianStore #FarmLife