Brand Tone

Passionate, Proud, Official, Authentic, Community-Oriented, Modern, Performance-Driven, Direct & Informative

Brand Values

• •Authenticity
• •Passion
• •Tradition & Heritage
• •Community
• •Quality

Best Practices

• •Develop a Brand Voice Guide: Document the core elements of your brand tone (passionate, official, community-focused), including approved vocabulary, phrases to use/avoid, and examples. Share this with anyone creating content.
• •Speak the Fan's Language: Incorporate common fan chants, slogans (e.g., "Forza Viola"), and expressions (where appropriate and authentic) to build a stronger connection. Understand and use terms familiar to the ACF Fiorentina fanbase.
• •Emphasize Authenticity and Official Status: Consistently highlight that the merchandise is official and club-approved. This builds trust and justifies the premium nature of the products.
• •Focus on Emotion and Storytelling: Connect products to the emotions of matchday, the history of the club, and the pride of being a Fiorentina supporter. Tell the story behind the designs or collections when possible.
• •Maintain Consistency Across All Channels: Ensure the tone is consistent whether it's on the website, in email newsletters, on social media (even if primarily via the club's main channels), or in customer service interactions. Regular audits of content can help maintain this consistency.

Social Perception

Seen as the primary and legitimate place to buy ACF Fiorentina merchandise. Purchasing from the store is an act of demonstrating loyalty and support for the team. Mixed on Price/Value. Dependent on Club Performance/Decisions. Recognized by international fans as the go-to for official gear, though shipping can be a point of contention.

Copy Examples

• •VIVI LA VIOLA. Our new 2024/25 Home Kit is here. Crafted for passion, worn with pride. Shop now and wear the colors of Florence.
• •The official ACF Fiorentina Home Jersey 2024/25. Engineered with Kombat™ technology for ultimate performance and breathability. More than a jersey, it's a statement of your loyalty. Be part of the legacy.
• •From the stadium to the streets, show your Fiorentina pride! 🟣 Explore the latest collection of apparel, accessories, and more at the official Fiorentina Store. Link in bio! #ForzaViola #FiorentinaStore #ACFFiorentina
• •Grazie, Tifosi! Your unwavering support fuels our passion. As a thank you, enjoy exclusive early access to our new Training Collection. Gear up like your heroes. [Shop Now Button]
• •The Viola Sale is ON! Stock up on your favorite official Fiorentina gear for less. Limited time only – don’t miss out on showing your true colors. [Shop Sale Button]