Kelly B's BBQ is a new BBQ sauce company in Kansas City, Missouri. We are branding ourselves as "The Craft Beer of BBQ." In the same way craft beer has taken off among generic beer, we look to grow the Kelly B's brand the same way.
Target audience - Men, ages 28-45. Masculine.
The brand identity is one that fits the line between professionalism and fun-loving. If the brand were a person, it would be a middle-aged male who would be professional during work hours, but laid back and fun during his off time.
This person isn’t necessarily the life of the party, but he knows how to have a good time.
He prides himself on his work and is a perfectionist through and through. Others respect him for his work-ethic, but still see him as someone to have a good time with.
He is very detail-oriented, even to a fault at times. His motto is “Don’t Forget the Forks,” which perfectly shows his slightly OCD nature toward his work. It’s one of the main reasons he’s so good at what he does. He does not skimp, cut corners, or fly by the seat of his pants. He’s a planner and an organizer.
He is ornery but sophisticated. Competitive, but a good sportsman. Serious, but only when he has to be.
Please see this link for a greater description of where it's headed: http://kellyb.segalomedia.com/