Brand Tone

Authentic, Traditional, and Straightforward

Brand Values

• •Tradition
• •Quality
• •Authenticity
• •Customer Satisfaction

Best Practices

• •Acknowledge and Address Trust: The brand must address the recall to rebuild credibility. Future copywriting should transparently communicate the steps taken to ensure product safety and adherence to all federal inspection standards. A period of silence on this issue can damage the brand further.
• •Lean into Authenticity: Use straightforward, honest language. Avoid corporate jargon or overly polished marketing speak. The tone should feel like it's coming from a person who is passionate about making good jerky.
• •Focus on the 'Why': Don't just say it's 'hand-sliced.' Explain why that matters: 'We slice every piece by hand to ensure the perfect thickness and a consistently tough, satisfying texture in every bag.'
• •Use Your Customers' Words: Leverage the positive aspects of existing reviews. Phrases like 'the way jerky should be made' and 'a tuffer jerky' are powerful testimonials that can be integrated into marketing copy.
• •Be Consistent Across All Channels: The traditional, straightforward, and quality-focused tone should be present everywhere, from the website's FAQ page and product descriptions to every social media reply and email newsletter. This consistency builds a strong and recognizable brand identity.

Social Perception

Currently split: Customers perceive high product quality (flavor, tough texture), but brand trust is significantly impacted by a recent recall for uninspected production, contradicting stated values.

Copy Examples

• •Real, Hand-Sliced Beef Jerky. No Shortcuts, Just Flavor.
• •Some things are better done the old-fashioned way. Our jerky is hand-sliced and perfectly seasoned for a tougher chew and richer flavor. This is the real deal. #BeefJerky #ArtisanalJerky #ProteinSnack #MadeinUSA #HickoryHollow
• •Tired of Soft Jerky? Get The Real Chew.
• •Experience jerky the way it was meant to be. Our Original recipe is crafted from premium, hand-sliced beef and smoked with real hickory. It’s a straightforward, robust flavor with a satisfyingly tough chew that stands apart. Perfect for purists.
• •In a world of soft cuts and compromises, we stick to tradition. Hickory Hollow Beef Jerky. The satisfying snap of real, honest jerky.