Brand Tone

Traditional & Heritage-Focused, Authentic & Genuine, Nostalgic & Storytelling, Quality-Oriented (within its specific niche), Family-Centric

Brand Values

• •Heritage & Tradition
• •Authenticity
• •Family Legacy
• •Quality Craftsmanship
• •Resilience & Innovation (historical)

Best Practices

• •Embrace Storytelling: Consistently weave in the narrative of Ray Goad, the family legacy, and the history of the brand. This reinforces authenticity and heritage.
• •Use Heritage-Laden Language: Incorporate keywords and phrases like "Blue Ridge Mountains," "traditional," "century-old methods," "authentic," "salt-cured," "air-dried," "heritage," and "A Taste From Another Place In Time."
• •Set Clear Expectations: Especially regarding the unique, salty flavor profile of country ham. Educate customers on what to expect and how to prepare it for the best experience, differentiating it from "city ham."
• •Highlight the "Why": Focus not just on the product (ham) but on what it represents – family, tradition, Southern culture, nostalgia, and a connection to a specific place and time.
• •Maintain a Respectful, Slightly Nostalgic Voice: The tone should feel like a trusted family member sharing a cherished tradition, knowledgeable and proud, with a warmth that invites customers to share in the experience. Avoid overly modern slang or a tone that feels disconnected from the brand's deep roots.

Social Perception

Highly positive for lovers of traditional country ham. Can be mixed for those unfamiliar/expecting 'city ham'. Associated with Southern culture & nostalgia. Recognition of the Ray Goad Legacy. Generally Good Reputation for Quality (within its niche).

Copy Examples

• •Ray's Country Ham: A Taste of Blue Ridge Heritage, Delivered. For over 75 years, the Goad family has perfected the art of dry-cured country ham, using methods passed down through generations in the heart of the Blue Ridge Mountains. Each slice carries the authentic, robust flavor that defines true Southern tradition. Experience "A Taste From Another Place In Time."
• •More Than Ham. It's History. From Ray Goad's pioneering spirit in fast-food breakfast to today's carefully cured hams, every bite tells a story. Our family's commitment to authentic, salt-cured country ham brings the cherished taste of tradition right to your kitchen.
• •Remember the Taste of Real Country Ham? We Still Make It. Just like it used to be. Ray's Country Ham is patiently cured and air-dried in the Blue Ridge Mountains, delivering that unmistakable, savory flavor you recall. Perfect for biscuits, family gatherings, or whenever you crave genuine Southern comfort.
• •The Legacy of Ray Goad: Authentic Country Ham, Crafted with Pride. Ray Goad didn't just serve ham; he built a legacy on flavor and tradition. Today, his family continues that dedication, ensuring every Ray's Country Ham offers the genuine, salt-cured taste that made his original recipes legendary.
• •Unlock a Timeless Southern Flavor. Ray's Country Ham isn't your average store-bought ham. It's a robust, deeply savory experience, born from century-old Blue Ridge Mountain curing traditions. Expect bold flavor, authentic texture, and a true taste of the South.