Brand Tone

Authentic & Traditional, Family-Oriented & Welcoming, Community-Focused & Proud, Resilient & Legendary, Appetizing & Flavorful

Brand Values

• •Family
• •Tradition
• •Authenticity
• •Community
• •Quality
• •Resilience
• •Heritage

Best Practices

• •Always Emphasize Family & Tradition: Consistently weave in the narrative of Dorothy Everett, her family, and the long-standing history of the recipes and the business. This reinforces authenticity and emotional connection.
• •Speak the Language of Community: Use inclusive and warm language. Highlight connections to Oakland, local events, and the diverse customers you serve. Show that you are more than just a restaurant but a part of the community's fabric.
• •Let the Food's Flavor Shine Through Words: Use descriptive, mouth-watering language when talking about the BBQ, the smoking process, and the signature sauce. Words like "tender," "smoky," "rich," "homemade," and "legendary sauce" convey quality and taste.
• •Maintain a Proud but Humble Voice: Be confident in the quality and legacy of your BBQ, but remain approachable and appreciative of your customers and community. Acknowledge your history and accolades without being boastful.
• •Be Visually Consistent with Your Tone: Ensure that the imagery used alongside your copy (on social media, website, ads) reflects the same values of family, tradition, community, and delicious food. Authentic, warm visuals will amplify the written message.

Social Perception

An Oakland Institution, Authentic BBQ Experience, Community Pillar, Family Legacy, A Taste of Home/Comfort, Valued but with Occasional Service Hiccups

Copy Examples

• •Headline: Since 1973: Our Family's Secret, Your Favorite BBQ. Body: For over 50 years, Everett & Jones BBQ has been servin' up more than just award-winning ribs and links. We're sharing a tradition, a taste of home cooked with love and our legendary Super Q sauce. Come be part of our story.
• •Headline: The Heart of Oakland, Smokin' Since '73. Body: It's more than BBQ, it's community. From our family to yours, experience the authentic taste that has brought Oakland together for generations. Every plate tells a story. What will yours be? #OaklandBBQLegends
• •Headline: Taste the Tradition. Feel the Family. Body: Dorothy Everett's dream, built with nine children and a whole lotta love, is still smokin'! Dive into genuine Southern BBQ, crafted from recipes passed down and flavors that never fade. It's not just a meal, it's an Everett & Jones welcome.
• •Headline: Sauce So Good, It's a Legend. Food So Good, It's a Tradition. Body: Get your hands on the Bay Area's most iconic BBQ. From our slow-smoked brisket to those can't-get-enough-of-'em links, every bite is packed with history and flavor. Don't forget to take a bottle of our Super Q sauce home!
• •Headline: More Than Just Ribs: We're Woven into the Fabric of Oakland. Body: For decades, Everett & Jones has been a place to gather, to celebrate, and to share good food with good people. We’re proud of our roots, our community, and the taste of real Southern BBQ we bring to every table. Join us and taste the legacy.