Brand Tone

Friendly, Approachable, Authentic, Traditional, Passionate, Community-Oriented

Brand Values

• •Quality
• •American Made/Patriotism
• •Customer Satisfaction
• •Tradition/Heritage
• •Natural (to an extent)

Best Practices

• •Embrace "The Good Stuff" Story: Consistently weave the customer-named "the good stuff" narrative into your copy. It’s authentic and resonates.
• •Highlight "American Made" & Quality Ingredients: Reinforce the use of American meat and premium quality in product descriptions, social posts, and ads. This builds trust and appeals to your target audience.
• •Use Friendly, Welcoming Language: Keep the tone conversational and approachable, like talking to a neighbor. Avoid overly corporate or technical jargon.
• •Connect with Local Roots (When Appropriate): Mentioning your Colorado locations, free samples in-store, and other local products can strengthen the community feel.
• •Be Authentic and Passionate: Let your love for making great jerky shine through in your words. Share your process, your history (16 years!), and what makes Ray's Jerky special.

Social Perception

Positive, Local Gem, Potential for Confusion, Trusted Source for Jerky

Copy Examples

• •Ray's Jerky: Taste the Tradition. Real American Meat, Real Flavor. For 16 years, we've been handcrafting "the good stuff" right here in Colorado. Premium cuts, our special spice blend, and a whole lotta love in every bite. Taste why our customers keep coming back!
• •Fuel your next adventure with Ray's! 🏞️ Our American-made beef, elk, and buffalo jerky is packed with protein and flavor – the perfect trail buddy. Swing by our Montrose or Ouray stores for a free sample! #RaysJerky #TheGoodStuff #ColoradoMade #JerkyLove
• •Ready for a kick? Ray's Spicy Beef Jerky isn't just hot, it's a flavor explosion! We start with premium American beef, marinate it in our signature fiery blend, and slow-cook it to tender perfection. It's the good stuff, with an extra ZING!
• •Around here, it's not just jerky, it's "the good stuff." That's what our customers called it, and it stuck! We're Ray's Jerky, a family-run business proud to bring you premium, American-made jerky fresh from Colorado. We believe in quality you can taste.
• •Get Your FREE Bag of Ray's Good Stuff! (Details Inside) We're celebrating another year of sharing our passion for premium jerky! Find out how you can snag a free bag with our "Buy 5, Get 1 Free" deal – because more of the good stuff is always better!