Brand Tone

Authentic & Nostalgic, Friendly & Approachable, Texan & Proud, Flavor-Focused & Hearty, Slightly Playful & Fun

Brand Values

• •Heritage & Legacy
• •Authenticity
• •Quality
• •Community & Connection
• •Southern Hospitality

Best Practices

• •Embrace the "Gilley's" Voice: Always write with the brand's core personality in mind: authentic, friendly, Texan, a bit nostalgic, and fun. Ask, "How would Gilley's say this?"
• •Use Storytelling: Weave in elements of the Gilley's Club history, Mickey Gilley's legacy, and the Texan spirit. This reinforces heritage and authenticity.
• •Focus on Sensory Language: Describe the tastes, smells, and even the "feeling" of enjoying Gilley's foods. Use words like "bold," "savory," "zesty," "hearty," "smoky."
• •Keep it Real and Relatable: Avoid overly corporate or pretentious language. The tone should feel down-to-earth and welcoming, like talking to a friend from Texas.
• •Consistent Visuals and Language: Ensure that the language used in copy aligns with the visuals on the website and social media (e.g., rustic, warm, images of good times, Texan motifs). Consistency across all touchpoints reinforces the brand identity.

Social Perception

Positive Nostalgia, Authentic Texan Flavors, Trusted Name (due to association), Fun & Unpretentious

Copy Examples

• •Website Banner: Taste the Legend. Gilley's Original Texas Chili – Simmered in Tradition, Served with Pride.
• •Social Media Post (Instagram - with a picture of BBQ ribs): Get your boots stompin' and your taste buds singin'! 🔥 Gilley's Famous BBQ Sauce brings that authentic Texas Honky-Tonk flavor right to your backyard. #GilleysFoods #TexasBBQ #LegendaryFlavor #GrillMaster
• •Product Description (Salsa): Dip into the true taste of Texas with Gilley's Salsa! A perfect blend of fresh jalapeños, ripe tomatoes, and that signature Gilley's kick. It's not just salsa, it's a party in a jar!
• •Email Subject Line: Hey Partner! Bring the Gilley's Legacy to Your Table.
• •Short Ad Copy: From the heart of Pasadena, Texas, to your kitchen. Gilley's Foods: Authentic Flavors. Legendary Good Times. Since 1971.