Brand Tone

Passionate, Authentic/For the Fans, By the Fans, Inclusive/Community-Oriented, Playful/Witty, Proud/Patriotic, Approachable and Friendly

Brand Values

• •Passion for Football
• •Fan Identity and Expression
• •Quality
• •Community
• •Originality/Elegance in Supporter Wear

Best Practices

• •Speak the Fan's Language: Use terminology, inside jokes, and references that resonate authentically with football supporters. Avoid overly corporate or generic language.
• •Emphasize "Us" and "We": Foster a sense of community by using inclusive language that positions the brand as part of the fanbase, not just a seller to it. The "by fans, for fans" ethos should be a constant thread.
• •Let Passion Shine Through: Whether it's excitement for a big match or appreciation for the beautiful game, let genuine enthusiasm infuse the copy.
• •Balance Wit with Respect: While humour and clever plays on words are great for engagement (as seen in some product concepts), always maintain respect for the teams, players, and the sport itself.
• •Showcase Quality and Fan Dedication: Consistently link the products back to the fan experience and the quality they deserve as dedicated supporters. Highlight materials like organic cotton and the stylish aspect of the apparel.

Social Perception

Customers perceive the brand positively, appreciating product quality, design, and delivery speed. The brand name itself resonates strongly and positively within the football community, as "le douzième homme" is a well-established and cherished term representing the vital role of supporters.

Copy Examples

• •Headline: More Than a Fan. You're The Twelfth Man. Body: Our gear isn't just clothing. It's your passion, your voice, your unwavering support woven into every fibre. Shop the collection and wear your pride. Tone: Passionate, Identity-focused.
• •Social Media Post: Game day ready? So are we. Created by fans, for the roar of the crowd. What chant will you be wearing this weekend? #LeDouziemeHomme #FootballCulture #FanGear Tone: Authentic, Community-Oriented, Engaging.
• •Product Description (for a new witty t-shirt): They think it's just 11 on the pitch? Think again. Our latest tee says what every true fan knows. Crafted from ultra-soft organic cotton – because even legends need comfort. Tone: Playful, Witty, Quality-focused.
• •Email Subject: That Unbeatable Stadium Feeling, Delivered. Body: Bring the stadium's electric energy to your everyday. Our new arrivals capture the heart of the game, designed for the fans who live and breathe football. Discover elegant support. Tone: Passionate, Aspirational, Originality-focused.
• •About Us Snippet: We started Le Douzième Homme because we believe being a supporter is an art. It’s about pride, passion, and looking good while you cheer your heart out. Join the legion. Tone: Proud, Passionate, Inclusive.