Brand Tone

A blend of professional pride, deep-rooted passion, community warmth, and resilience. It aims to be inclusive and accessible to its diverse fanbase.

Brand Values

• •Community
• •Heritage and Tradition
• •Resilience
• •Passion
• •Fan Ownership & Inclusivity
• •Integrity and Fair Play
• •Ambition & Striving for Success

Best Practices

• •Always Emphasize "We" and "Us": Foster a sense of unity and shared identity between the club and its supporters.
• •Root Communications in Heritage and Values: Regularly, yet subtly, weave in references to the club's long history, its resilience, and its core values to reinforce brand identity.
• •Speak with Passion but Maintain Professionalism: While enthusiasm is key, especially in fan-facing communications, ensure that official statements and important announcements maintain a level of professionalism and clarity.
• •Be Authentic and Transparent: In a fan-owned club, honesty is paramount. Acknowledge challenges as well as successes. Communicate openly about club initiatives and decisions where appropriate.
• •Tailor the Tone to the Platform (but keep values consistent): While the core message remains the same, the delivery can be adapted. For instance, TikTok can be more informal and playful, while a press release will be formal. However, the underlying values of community, passion, and resilience should still be evident.

Social Perception

Generally perceived as a historic Scottish club with a strong community ethos. The fan ownership model often garners positive attention. The club is seen as a "family friendly club with a proud record of community involvement".

Copy Examples

• •YES! That's the Heart of Midlothian spirit! A massive three points today thanks to an incredible team performance and the roar of the Jambos faithful. Tynecastle was electric! We stand together, always. #HMFC #PassionAndPride
• •More Than Football. Our Hearts are in this community. Discover how Big Hearts is changing lives in Edinburgh and how you can be a part of something bigger. [Link to Big Hearts page]
• •Through thick and thin, your loyalty is the lifeblood of this club. We know recent results haven't met our shared ambitions, but our commitment to fighting for the maroon jersey is unwavering. We're working tirelessly to turn things around. Thank you for standing with us. #WeAreHearts
• •Wear the crest that tells a story. Since 1874, generations of Jambos have worn our colours with pride. Our new heritage collection honours that legacy. Own a piece of history. [Link to Shop]
• •This is Your Club. As the UK's largest fan-owned football club, every pledge strengthens our future, protects our legacy, and champions our values. Become an owner. Be the Heart of Midlothian. [Link to FoH Pledge Page]