Brand Tone

Passionate, Fan-Centric, and Informal

Brand Values

• •Fan Loyalty & Pride
• •Community
• •Authenticity
• •Resilience

Best Practices

• •Always use "we" and "us" to foster community. Incorporate fan vernacular like "Dawg Pound," "Brown and Orange," and team-specific chants or jokes. Stay updated on current player nicknames and team news.
• •The brand's voice shouldn't just celebrate wins. It must also acknowledge the resilience and dark humor that comes with losses. This authenticates the brand as a true part of the fan experience.
• •Instead of just describing a t-shirt, describe the feeling or statement it makes. A shirt isn't just cotton; it's a piece of identity, a nod to a shared memory, or a declaration of loyalty.
• •Encourage customers to share photos wearing their "swag" on game days. Feature these posts on social media to reinforce the community value and show real fans enjoying the products.
• •Avoid overly corporate or polished marketing language. The tone should feel like a conversation between friends who share a common passion. Keep sentences clear, direct, and energetic.

Social Perception

Browns Nation Swag is perceived positively by its target audience as a reliable source for unique and high-quality fan apparel, seen as a legitimate and trustworthy 'Top shop for gifts' that effectively targets the deep-seated identity of being a Browns fan.

Copy Examples

• •Some see it as a long wait. We see it as a long-term investment. Wear the history, feel the hope. Our new "Rebuilding Since '64" tee is for the fans who've seen it all and are still standing tall. Tap to shop and show your lifelong loyalty. #BrownsNation #DawgPound #ClevelandPride #BuiltForThis
• •Remind everyone where your loyalty lies, especially on game day. Our anti-rival collection is perfect for the fan who loves the Browns and loves making a statement even more. Shop now and get ready for Sunday. #BrownsNationSwag #ClevelandVsEverybody
• •This isn't just a shirt; it's a warning label. The "Beware Of Dawgs" tee is for the heart and soul of the Dawg Pound. Made from a premium, comfortable cotton blend, it's soft enough for all-day wear but tough enough to show you mean business. Whether you're at the stadium or holding down the couch, let 'em know the Dawgs are out. It’s more than a slogan, it’s a promise.
• •It's Game Day. Gear Up, Cleveland!
• •If you could put ONE feeling about being a Browns fan on a t-shirt, what would it say? Drop your ideas below. Best one might just get made... #Browns #DawgPound #ClevelandBrowns