Brand Tone

Enthusiastic & Passionate, Knowledgeable & Authoritative (but approachable), Quality-Oriented, Friendly & Engaging, Slightly Rugged & Traditional (undertones)

Brand Values

• •Passion for BBQ & Smoking
• •Quality & Craftsmanship
• •Community & Shared Experience
• •Knowledge Sharing & Inspiration
• •Enjoyment & Indulgence

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., "Passionate," "Expert," "Friendly," "Slightly Humorous") and, just as importantly, adjectives it is *not* (e.g., "Sarcastic," "Overly Technical," "Cheap"). Provide examples of "do" and "don't" phrasing.
• •Understand Your Audience Deeply: Tailor the language to resonate with BBQ enthusiasts. Use terminology they understand and appreciate, but avoid jargon that might alienate newcomers if you also want to attract them.
• •Prioritize Benefit-Oriented Language: Focus on what the customer gains – better flavour, more enjoyable cooking experiences, impressing guests, the satisfaction of mastering a skill. Instead of just listing features, explain their advantages.
• •Maintain Consistency Across All Channels: While the level of formality might vary slightly (e.g., TikTok can be more casual than a formal product description on the website), the core personality and values should remain consistent.
• •Use Storytelling and Sensory Language: BBQ is an experience. Describe the sights, sounds, smells, and tastes. Share stories of successful cooks or the origins of certain techniques or products to make the content more engaging and relatable.

Social Perception

Positive (among BBQ enthusiasts), Niche Specialist, Reliable (based on limited review data), Swiss-German Focus

Copy Examples

• •Instagram Post (Image: Perfectly smoked ribs): Low and slow, that's the tempo. ✨ These ribs got the full Rauchwerk treatment – our signature spice blend, a patient smoke, and a whole lotta love. What are you firing up this weekend? #RauchwerkCH #BBQLife #SmokedRibs #GrillMaster #WeekendVibes
• •TikTok Video (Short clip: Applying a spice rub to a brisket): Serious flavour incoming! 🔥 Our 'Pitmaster's Secret' rub doing its magic. Get yours and taste the difference! Link in bio. #BBQRub #BrisketPrep #SmokingMeat #Rauchwerk #FoodieTok
• •Website Blog Post Title & Intro: Title: Unlock the Secrets to Perfect Pulled Pork: Your Step-by-Step Guide. Intro: Dreaming of that melt-in-your-mouth, smoky pulled pork? It’s easier than you think! At Rauchwerk, we believe everyone can achieve BBQ perfection. Follow our guide, grab your favourite wood chips, and get ready to wow your guests.
• •Facebook Ad (Carousel of different wood chips): The Soul of Smoke. 🪵 From subtle Alder to robust Hickory, the right wood transforms your BBQ. Explore our premium selection of smoking woods at Rauchwerk.ch and find your signature flavour. Quality smoke, unforgettable taste. #BBQWood #SmokingChips #FlavourTown #RauchwerkShop #SwissBBQ
• •Email Newsletter Snippet (Promoting a new smoker): Ready to elevate your BBQ game? 🔥 The NEW [Smoker Model Name] has landed at Rauchwerk! Engineered for precision and built to last, this beast will have you smoking like a pro in no time. Discover its features and imagine the feasts ahead. Click here to learn more and bring the smokehouse home!