Brand Tone

Enthusiastic & Passionate, Direct & Informative, Community-Focused, Official & Authentic

Brand Values

• •Authenticity: Providing official, genuine club merchandise.
• •Loyalty: Catering to the dedicated fanbase of Dundee FC.
• •Community: Being an integral part of the Dundee FC supporter experience and local community.
• •Connection (to the club): Serving as the primary merchandise link between the fans and the club.
• •Accessibility: Offering merchandise online and in-store.

Best Practices

• •Immerse in Fan Culture: Understand and use the language, hashtags (e.g., #COYD, #DarkBlues), and sentiments of Dundee FC supporters. This ensures authenticity and connection.
• •Prioritize "Official" and "Authentic": Consistently reinforce that DFCDirect is the official source for genuine club merchandise in all communications.
• •Be Direct and Clear, Especially with Offers: While passionate, ensure all promotional details, product information, and calls to action are easy to understand. Avoid jargon outside of common football/fan terms.
• •Align with Club Communications: Keep the tone and messaging consistent with the official Dundee FC communications. Share club news and integrate merchandise naturally where appropriate (e.g., "Celebrate today's win with...").
• •Engage with the Community (where appropriate): Respond to fan comments and messages on social media in a manner that reflects the club's passionate yet approachable nature. Acknowledge their support.

Social Perception

Official Source, Integral to Fan Experience, Reliant on Club Performance/Engagement

Copy Examples

• •Headline (New Kit Launch): "OUR COLOURS. OUR KIT. Wear your passion! The new [Season] Home/Away/Third kit is HERE. Shop now at DFCDirect and show your Dee pride!"
• •Social Media Post (Match Day): "Game day ready? Gear up with the latest Dark Blues essentials from DFCDirect! From scarves to shirts, we've got everything you need to cheer on the Dee. Come on you Dees! #COYD #DundeeFC"
• •Email Subject Line (Promotion): "DEAL OF THE WEEK: Score 20% off all training wear at DFCDirect!"
• •Product Description (Classic Item): "Relive the glory. This retro-inspired Dundee FC [Item Name] is a must-have for every loyal Dee. Crafted for comfort and timeless style. Get yours exclusively at DFCDirect."
• •Website Banner (General): "The Official Home of Dundee FC Merchandise. Shop DFCDirect – By the Fans, For the Fans."