Brand Tone

Passionate & Engaging, Community-Focused, Proud & Historical, Professional & Ambitious, Approachable

Brand Values

• •Community: Deeply rooted in the Asker locality, with a focus on local talent and engaging the local population. "Frisk Asker Samfunn" actively works on projects with local schools, businesses, and organizations, aligning with UN sustainability goals.
• •Resilience & Fighting Spirit: Often portrayed as a team that fights hard, sometimes as an underdog, to achieve success.
• •Tradition & Heritage: Proud of their long history dating back to 1935 and their legacy in Norwegian ice hockey.
• •Development: A history of producing talented hockey players, including those who have played internationally.
• •Inclusivity & Growth: Striving to expand their fanbase, including young adults and women, and create a welcoming environment. They aim for a "safer, better, and more inclusive Asker."

Best Practices

• •Always Emphasize Community: Whether it's game day or a sponsorship announcement, weave in the connection to Asker and its people. Use "we," "us," and "our town."
• •Channel the Fighting Spirit: Use active, energetic language. Highlight resilience, determination, and the thrill of competition, even when discussing challenges.
• •Celebrate History with an Eye on the Future: Reference the club's heritage, but always link it to current ambitions and future goals. This shows stability and forward momentum.
• •Maintain an Engaging and Approachable Voice: Encourage interaction. Ask questions, run polls, and respond to fans directly and warmly. Avoid overly formal or corporate language in fan-facing communications.
• •Be Visually Consistent: Ensure that the tone of the copy is matched by the imagery and branding used across all platforms. Passionate copy should be paired with dynamic visuals, and community messages with inclusive imagery.

Social Perception

Loyal Fanbase, Respected Competitor, Community Pillar, Source of Pride, Underdog Spirit (at times)

Copy Examples

• •ORANGE AND BLACK ATTACK! 🔥 Your Tigers are ready to battle on home ice tonight! Let's make Varner Arena ROAR! Are you with us, Asker? #FriskAsker #TigersPride #EliteHockeyLigaen
• •More Than Just Hockey. Frisk Asker: Our Town, Our Team, Our Heart. Supporting Asker on and off the ice since 1935. Join the Frisk family! [Link to Frisk Asker Samfunn or Ticket Page]
• •From the ice of 1935 to the roar of Varner Arena today. [Number] years of passion, grit, and unforgettable moments. Honoring our legacy, fighting for our future. 🧡🖤 #FriskAskerHistory #NorwegianHockey #Since1935
• •Frisk Asker+: Secure Your Seat for an Ambitious Season Ahead! Be part of every thrilling moment as we chase victory. With Frisk Asker+, you're not just a fan, you're part of the team's journey to the top. More benefits, more hockey, more passion.
• •Hockey is for everyone! 🏒 Join us for 'Summer's Coolest Days' August 5-7! Fun, games, and a chance to meet the team. Let's build a stronger, more inclusive Asker together! #FriskAskerSamfunn #AskerCommunity #HockeyForAll