Brand Tone

Authentic, Rugged, and Community-Focused.

Brand Values

• •Patriotism & Duty
• •Unyielding Quality
• •Authenticity & Tradition
• •Community
• •Passion

Best Practices

• •Lead with the "Why": Always center the "Veteran-Owned" and "Made in Texas" identity in your messaging. This is your most powerful differentiator. It should appear in social bios, ad copy, and on packaging.
• •Speak Like an Expert, Not a Salesman: Use confident, straightforward language that focuses on the flavor and the craft. Share tips and talk about grilling with passion. Avoid corporate jargon and overly slick sales language. The tone should be that of a trusted friend who knows his way around a smoker.
• •Celebrate Your Community Loudly: Make User-Generated Content (UGC) the hero of your social media. When you repost a customer's photo, your caption should be about *their* amazing results. This reinforces the community value and builds authentic social proof.
• •Keep It Real and Rustic: Ensure your visuals (photography, fonts, colors) and your language are aligned. Use words like "craft," "tradition," "authentic," "bold," and "heritage." Avoid words that feel generic or corporate, such as "optimized," "synergy," or "innovative."
• •Write for Your Tribe: Always write with your ideal customer in mind: someone who values patriotism, quality craftsmanship, and the tradition of American BBQ. Your copy should resonate with their values, making them feel understood and connected to the brand on a personal level.

Social Perception

The public and its customer base perceive Old West Spice Company as a highly trustworthy and authentic craft brand. It is not seen as a generic, mass-market corporation but as a genuine small business with a compelling story. The "Veteran Owned" and "Made in Texas" identifiers are powerful assets that create a strong, positive emotional connection with consumers. Customers view themselves as supporters of a person and a mission, not just buyers of a product. This perception builds a loyal following that is eager to promote the brand organically.

Copy Examples

• •Built by a Marine. Made in Texas. Perfected on your grill. This isn't just another rub. This is a commitment to quality, forged from service and a passion for real American BBQ. Grab a bottle of "The Duke" and taste the difference dedication makes. What are you grilling this weekend? Show us using #OldWestSpiceCo.
• •Stake your claim on flavor. Our Gold Rush seasoning is a rich blend of garlic, onion, and classic spices, delivering a payload of taste with every shake. Crafted with all-natural ingredients right here in Texas because you deserve nothing less than the best. No fillers, no MSG, just pure, high-grade flavor for your chicken, veggies, or potatoes.
• •From Our Grill to Yours. Around here, flavor is a tradition. As a veteran-owned small business, we put our heart into every blend we create. We wanted to thank you for being a part of the Old West Spice Co. family. Your support helps us keep the fire burning and deliver the authentic, all-American quality you've come to expect.
• •Taste the Tradition. Support a Veteran. Stop settling for bland. Old West Spice Co. delivers bold, Texas-made seasonings crafted by a U.S. Veteran. All-natural ingredients for an authentic BBQ flavor. Shop now and join the flavor posse.
• •Welcome to the Posse. Thanks for your order. You're not just a customer, you're part of the community. We're a veteran-owned outfit that takes pride in what we do, and we're honored to have our spices on your table. We can't wait to see what you create. Find us on social @OldWestSpiceCo and share your work!