Brand Tone

Elite & Performance-Driven, Confident & Unapologetic, Community-Focused & Engaging, Youthful & Culturally Aware, Inspirational & Aspirational, Sometimes Humorous/Meme-Savvy

Brand Values

• •Performance First/Excellence
• •Legacy & Future-Oriented
• •Community-Driven
• •Innovation
• •Inclusivity & Diversity
• •Collaboration & Transparency
• •Ambition

Best Practices

• •Embody "Performance First": Whether talking about teams or products, the language should reflect a commitment to excellence, precision, and achieving the highest level. Use strong verbs and confident statements.
• •Speak as Champions, For Champions (and Aspiring Champions): The tone should be authoritative but not arrogant. Inspire by showcasing dedication, skill, and the drive to win, making fans feel part of that elite journey.
• •Always Acknowledge the Community: Integrate the fanbase into the narrative. Use inclusive language ("we," "us," "our nation") and directly address them. Highlight their role in Fnatic's success and legacy.
• •Balance Legacy with Innovation: Reference Fnatic's rich history and achievements while always looking forward, emphasizing growth, new challenges, and shaping the future of esports.
• •Adapt to the Platform, Maintain the Core: While the specific execution might vary (e.g., more playful on TikTok, more direct on Twitter), the underlying values of performance, community, and ambition should remain consistent across all communications. Avoid jargon where clarity for a broader audience is needed, but embrace community-specific language when appropriate for dedicated channels.

Social Perception

Respected Legacy Team, Champions & High Achievers, Premium Esports Gear Provider, Innovative & Trendsetting, Passionate (Sometimes Critical) Fanbase, European Powerhouse (with Global Reach), Influential in Youth Culture

Copy Examples

• •Engineered for champions. Forged by legends. The new [Mouse Name] isn't just a tool, it's an extension of your will to win. Feel the difference. Dominate the game. #PerformanceFirst #FnaticGear
• •Victory. Earned. Not given. The Black and Orange reigns supreme! Massive thanks to the best fans in the world – your energy fuels us! #ALWAYSFNATIC #FnaticWin #[Game]Champs
• •What does being a Fnatic mean to you? Share your story, your passion. We're building more than an esports team; we're building a nation. #WeAreFnatic #EsportsCommunity
• •Two decades of pushing limits. Two decades of iconic moments. Two decades of YOU by our side. The legacy continues, the future is Black and Orange. #FnaticLegacy #TheFutureIsNow
• •Beyond the game. It's a mindset. It's a culture. Rep your passion, on and off the server. Shop the new Fnatic [Apparel Line] drop. #FnaticLife #EsportsFashion