Brand Tone

Expert and Passionate, Confident, Direct, Proud, Craft-oriented, Enthusiastic

Brand Values

• •Quality and Durability
• •Customization and Personalization
• •Family and Tradition
• •Passion for Grilling

Best Practices

• •Lead with Passion: Every piece of copy, from social media to product descriptions, should reflect a genuine love for grilling. Use sensory language that evokes the sounds, smells, and experience of cooking over fire.
• •Emphasize "Built, Not Made": Use active, strong verbs that convey craftsmanship. Words like "built," "forged," "welded," and "cut" reinforce the hands-on, durable nature of the products. Avoid generic, passive corporate language.
• •Tell the Family Story: Consistently refer to the "family-owned" aspect. This builds trust and humanity. Use "we" instead of "the company" to create a personal connection with the audience.
• •Focus on Durability and Materials: Always highlight the tangible benefits of the materials. Explain why thick carbon steel is better. This educates the customer and justifies the premium nature of the product.
• •Be Confident and Direct: The slogan "Not Your Grand-daddy's kabob grill" sets a confident, slightly edgy tone. Maintain this by making bold statements about quality and longevity. Avoid weak or hesitant language. Your copy should sound like it comes from an expert who stands behind their work 100%.

Social Perception

Perceived as a specialized, expert craftsman by direct customers; limited broader social perception due to minimal online presence, leading to low social proof for new customers.

Copy Examples

• •Stop replacing flimsy grills. It's time for an upgrade that lasts a lifetime. Our kabob grills are built from heavy-gauge, fully welded carbon steel right here in California. This isn't your grand-daddy's grill as the last one you'll ever need to buy. [link to website]
• •Hand-Forged For Fire. Built For A Lifetime. We're a family of welders and grill masters who build custom, heavy-duty kabob grills because we were tired of everything else breaking. Experience the difference of true steel.
• •Your grill is your kingdom, and your grate is its signature. Forget coated, breakable materials. Ours is cut from pure, 1/4" thick carbon steel that seasons like cast iron and lasts forever. Add your family name, your logo, or your initials and make every meal unmistakably yours.
• •Our stove is lonely. As a family, we've always been drawn to the honest flavor that only comes from cooking over a real fire. That's why we started HK Grills. We don't just manufacture grills; we build the centerpieces for family gatherings, the tools for perfecting a recipe, and the durable equipment we always wanted but could never find.
• •Custom Kabob Grills, Built in the USA. Heavy-Duty Steel Grills. Family-owned and operated. Choose from standard sizes or let us build to your exact specs. Order your forever grill today.