Brand Tone

Passionate & Proud, Community-Focused, Professional & Ambitious, Engaging & Modern, Resilient

Brand Values

• •Heritage & Tradition
• •Community & Unity
• •Passion
• •Youth Development & Talent Nurturing
• •Social Responsibility
• •Innovation & Forward-Looking
• •Resilience & Ambition

Best Practices

• •Embrace 'RotBlau' Identity: Consistently use the core red and blue colors and the passionate, proud language associated with them (e.g., 'Brenne für den FCB,' 'Mir Sin Basel'). This reinforces the club's strong heritage.
• •Prioritize Fan Engagement: Actively interact with fans on social media, acknowledge their support, and create content that resonates with their passion and loyalty (e.g., Q&As, fan spotlights, user-generated content campaigns).
• •Balance Tradition with Modernity: While highlighting the club's rich history, also showcase innovation, whether in digital strategy, community outreach, or on-pitch tactics.
• •Authentic Storytelling: Share genuine stories about players (past and present), fans, and the club's impact on the community. This builds a deeper emotional connection than just match results.
• •Consistent Visuals and Hashtags: Use high-quality imagery and video that reflects the brand's energy. Standardize key hashtags like #FCBasel1893, #RotBlau, #BrennefürdrFCB, and #AlliZämme across platforms to build brand recognition and community.

Social Perception

Loyal and Passionate Fanbase, Historically Dominant (Recently Challenged), Important Cultural Institution, Recognized Talent Developer, Mixed Views on Management/Ownership

Copy Examples

• •Instagram Post (Image: Players celebrating with fans): 'MORE THAN A CLUB. This is Basel. This is our passion. This is our home. RotBlau forever. #BrennefürdrFCB #AlliZämme #FCBasel1893'
• •Tweet (Match Announcement): 'GAME DAY! The colours are Red and Blue, the passion is fiery! St. Jakob-Park awaits. Let's make some noise, Basel! 🔴🔵 #FCBasel #SwissFootball #MirSinBasel'
• •Facebook Update (Highlighting a youth team win): 'The future is bright, the future is RotBlau! Huge congratulations to our U18s on their victory today. Carrying the legacy forward with pride. #FCBFuture #TalentDevelopment #Since1893'
• •Website Banner (Season Ticket Sales): 'BE PART OF THE LEGEND. Your seat. Your colours. Your FC Basel. Secure your season ticket now and live every moment with us. #WearYourColoursProudly #FCBasel1893'
• •TikTok Video Caption (Fan chanting montage): 'The heartbeat of FCB! Your energy, your voices, our strength. We hear you, we play for you! ❤️💙 #FanLove #RotBlauPassion #FCBasel'