Brand Tone

Passionate & Enthusiastic, Craftsman-like & Quality-Focused, Friendly & Approachable, Knowledgeable & Authoritative (but not intimidating), Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •Customer Satisfaction & Service
• •Passion for BBQ
• •Community & Connection
• •American Made & Family Owned
• •Durability & Reliability
• •Innovation

Best Practices

• •Speak from Passion, Write with Authority: Infuse copy with genuine enthusiasm for BBQ, but back it up with the confidence that comes from expert knowledge and superior product quality. Use terms like "we believe," "our philosophy," and share your own experiences.
• •Prioritize "You" and the "Experience": While highlighting product features is important, always frame them in terms of customer benefits and the overall experience of cooking, sharing, and enjoying BBQ. Focus on "creating lasting memories" and "enjoyable and hassle-free" cooking.
• •Embrace the Craftsmanship Narrative: Use words that convey quality, durability, and attention to detail (e.g., "handcrafted," "robust," "precision," "built to last"). Tell the story of American-made quality.
• •Foster Community and Connection: Use inclusive language ("join us," "our community," "BBQ family"). Encourage interaction and sharing. Highlight the personal touch of the owners and their accessibility.
• •Be Approachable and Supportive: Even when discussing technical aspects, maintain a friendly, helpful tone. Position the brand as a supportive partner in the customer's BBQ journey, ready to assist with "exceptional customer service." Avoid overly technical jargon where simpler, more evocative language can be used.

Social Perception

Highly Respected & Trusted, Excellent Customer Service, Investment-Worthy Products, Strong Community, Produces Great BBQ, Knowledgeable and Passionate Owners

Copy Examples

• •Headline: Forge Your Feast. Master the Smoke. Body: More than just a smoker, a Humphrey's is a commitment to flavor, a testament to American craftsmanship, and your partner in creating unforgettable BBQ. Built by enthusiasts, for enthusiasts. Discover the Humphrey's difference. (Tone: Passionate, Quality-Focused)
• •Headline: Built Like a Tank. Cooks Like a Dream. Body: Tired of flimsy? Demand durability? Humphrey's BBQ smokers are handcrafted in Maine to withstand the elements and the heat of countless cooks. Experience rock-solid temperature control and results that speak for themselves. Your legacy of legendary BBQ starts here. (Tone: Craftsman-like, Confident)
• •Headline: Join the Humphrey's Family. Where BBQ is a Shared Passion. Body: It's not just about the smoker; it's about the community. When you choose Humphrey's, you get more than premium steel – you get access to Chad, Nicole, and a nationwide family of BBQ lovers ready to share tips, triumphs, and the joy of the flame. Let's cook together! (Tone: Friendly, Community-Oriented)
• •Headline: From Our Backyard to Yours: Championship-Caliber BBQ, Made Simple. Body: We're Chad and Nicole Humphrey, and like you, we live for BBQ. That’s why we pour our passion and expertise into every smoker we build. Engineered for ease, built for flavor, and backed by service you can count on. Elevate your Q game. (Tone: Approachable, Knowledgeable)
• •Headline: The Secret Ingredient to Your Best BBQ Yet? A Humphrey's Smoker. Body: Unlock consistent temperatures, incredible smoke penetration, and the kind of mouthwatering results that have made Humphrey's a favorite from backyard patios to competition circuits. Handcrafted quality, exceptional service, and a lifetime of delicious memories await. (Tone: Passionate, Results-Oriented)