Brand Tone

Passionate & Enthusiastic, By Fans, For Fans (Authentic/Genuine), Unofficial & Independent, Humorous & Witty, Informal & Engaging, Proud & Celebratory

Brand Values

• •Passion for Liverpool FC
• •Authenticity
• •Community
• •Quality
• •Exclusivity/Originality
• •Customer Satisfaction

Best Practices

• •Speak the Language of the Kop: Use terminology, inside jokes ('boss', 'clobber', 'Reds', player nicknames), and references that resonate deeply with Liverpool FC supporters. This shows authenticity.
• •Embody 'Passion Beyond Reason': Let genuine enthusiasm and love for the club shine through in every piece of content. The copy should feel like it's written by a fellow die-hard fan.
• •Be Timely and Relevant: Connect copy to current LFC events, match results, player news, and anniversaries. This keeps the content fresh and engaging for a passionate fanbase.
• •Maintain an 'Unofficial but Proud' Stance: While clearly stating you're unofficial, use this to your advantage by offering unique, fan-driven perspectives that official channels might not.
• •Prioritize Quality and Fan Satisfaction in Messaging: Reinforce the commitment to high-quality products and the 100% money-back guarantee to build trust and show you value fellow fans.

Social Perception

Highly Positive among Target Audience, Seen as a Go-To for Unofficial Fan Gear, Trusted Independent Retailer, Creative and Understanding of Fan Culture

Copy Examples

• •ANFIELD ERUPTED. THE KOP ROARED. AND WE GOT THE WIN! Grab this limited edition tee and wear the victory. Pure passion, printed.
• •Alright Reds, what was your moment of the match? Drop your thoughts below! We're still buzzing. #LFC #YNWA #KopClobber
• •Remember the titans. Relive the glory. Our new [Legend's Name] inspired hoodie is pure Kop nostalgia. Crafted by fans, for the faithful. Limited run – don't miss out!
• •Boss news, Kopites! Get [X]% off your favourite fan clobber this week only!
• •More Than Just A Shirt. It's The Kop. It's Our Passion. Unofficial LFC gear, designed by the fans, for the fans. #PassionBeyondReason