Brand Tone

Authentic & Passionate, Community-Oriented & Caring, Friendly & Approachable, Transparent & Honest, Resilient & Hardworking

Brand Values

• •Excellence & Quality
• •Remarkable Customer Service
• •Integrity & Respect
• •Continuous Improvement & Innovation
• •Community Focus
• •Solution-Focused & Positive
• •Empowerment & Teamwork
• •Efficiency & Resourcefulness

Best Practices

• •Always Prioritize Authenticity: Write from a place of genuine passion for BBQ and community. Avoid overly corporate or generic language. Share real stories and behind-the-scenes moments.
• •Keep it Community-Centric: Regularly highlight local partnerships, charity involvement, and customer stories. Frame the business as an integral part of the Lansing and Okemos communities.
• •Be Approachable and Conversational: Use a friendly, down-to-earth voice. Engage with comments and messages on social media in a personal and timely manner. Don't be afraid to use a bit of local slang or humor where appropriate, while maintaining professionalism.
• •Emphasize Quality and Craftsmanship: Consistently refer to the "low and slow" process, the use of local hardwoods, made-from-scratch sides, and the dedication to producing the "best possible food."
• •Stay True to Your Core Values: Ensure all copy aligns with the publicly stated values of excellence, remarkable customer service, integrity, continuous improvement, and community focus. If you "Challenge all sacred cows," show examples of how you innovate or improve.

Social Perception

High-Quality BBQ Destination, Community Pillar, Customer-Focused, Good Employer (Implied), Authentic and Passionate Owners/Staff, Slight Price Sensitivity, Engaged Online

Copy Examples

• •Headline: It's More Than Just BBQ. It's Our Craft, Our Community, Our Passion. Body: From slow-smoking our brisket for 12 hours with local Michigan hardwoods to partnering with our neighbors for a good cause, every detail matters. We pour our heart into every meal because we believe in honest, high-quality food and a community that supports each other. Taste the difference passion makes. #SaddlebackBBQ #CraftBBQ #LansingEats #CommunityLove
• •Headline: Low & Slow isn't just a cooking method – It's a promise. Body: A promise of tender, fall-off-the-bone goodness. A promise of flavors that have been nurtured for hours. A promise that when you bite into Saddleback BBQ, you're tasting dedication. Our pits are fired up, and we're ready to share our best with you. Come on down! #LowAndSlow #RealBBQ #MichiganMade #RespectThePig
• •Headline: Your Go-To for Game Day, Family Dinner, or "Just Because" Brisket. Body: Life's too short for average BBQ. Whether you're celebrating a big win, gathering the family, or just craving some authentic, wood-smoked flavor, Saddleback has you covered. Freshly made sides, remarkable service, and BBQ that hits the spot, every single time. What are you waiting for?
• •Headline: We're All About Good Food & Good Deeds. Body: Serving up Lansing's favorite BBQ is what we do, but supporting our community is who we are. From local fundraisers to helping out when times get tough, we believe in giving back. Every meal you enjoy with us helps us support the amazing people and causes right here in Mid-Michigan. Thank you for being part of the Saddleback family!
• •Headline: Behind the Smoke: Meet the Team That Makes the Magic Happen. Body: It takes a village to craft award-winning BBQ. From our pitmasters who rise before dawn to our friendly crew greeting you at the counter, every member of the Saddleback team is dedicated to bringing you the best. We believe in hard work, constant improvement, and treating everyone with respect. Come say hi and taste the teamwork!