Brand Tone

Passionate & Enthusiastic, Community-Focused & Inclusive, Ambitious & Determined, Proud & Historic, Approachable & Engaging

Brand Values

• •Commitment & Engagement
• •Performance
• •Strong Regional Identity / Local Anchoring
• •Team Spirit & Solidarity
• •Respect & Integrity
• •Hard Work / Exigence
• •Societal Engagement
• •Conviviality / Rugby as a Celebration

Best Practices

• •Develop a Brand Voice Guide: Document the core tone attributes (Passionate, Community-Focused, Ambitious, Proud, Approachable), key messaging points, and approved terminology (e.g., "Les Noirs," "Provence," reference to the territory).
• •Immerse in Fan Culture: Regularly review social media comments, fan forum discussions, and news articles to understand how supporters talk about the team and what resonates with them. This helps reflect their language authentically.
• •Focus on "Us" and "We": Use inclusive language that emphasizes the collective spirit of the club, players, and supporters. Reinforce the idea that everyone is part of the "Provence Rugby family" and the regional project.
• •Highlight Ambition with Grounded Pride: Communicate the club's goals and determination (e.g., Top 14 contention) but always tie it back to the hard work, the journey, and the support of the community, rather than arrogance.
• •Ensure Consistency Across All Channels: Whether it's a product description on the Shopify store, a tweet, an Instagram caption, or an email newsletter, the underlying tone and core values (passion, community, ambition) should remain consistent, even if the specific messaging is adapted for the platform. The club's desire to "incarnate the voice of the club" in community management responses supports this.

Social Perception

Fans: Passionate, hopeful for the team's promotion to Top 14, and appreciate the club's efforts to create a good matchday experience. Media & Partners: Viewed as a club on an upward trajectory, with strong ambitions, a solid foundation, and a commitment to its local territory. Wider Public: Establishing itself as a key sporting institution in the Aix-Marseille-Provence region.

Copy Examples

• •Product (New Jersey): "Wear the heart of Provence. Our new 24/25 Home Jersey isn't just a shirt, it's the passion of our stands, the ambition of our team, and the spirit of our entire territory. Get yours and be part of the journey. Allez Les Noirs!"
• •Social Media (Match Hype): "MAURICE-DAVID, ARE YOU READY?! This weekend, our fortress hosts a battle we won't face alone. Your chants, your colours, your energy – that's our advantage. Let's make some noise for Les Noirs! #ProvenceRugby #HereToConquer"
• •Brand Story (Website About Us Snippet for Shop): "More than just a shop, this is where Provence Rugby's heart beats off the pitch. Every item here carries the ambition of our club and the pride of our incredible supporters. From Aix to the world, we are Provence Rugby."
• •Email Marketing (Exclusive Offer): "For Our Provençal Family: A special thank you for your unwavering support! Enjoy an exclusive 15% off all supporter scarves this week. Wrap yourself in pride and let's roar louder together as we chase victory. #WeAreProvence"
• •General Ad (Brand Awareness for Shop): "Fuel Your Fandom. From the stands to the streets, show your true colours with official Provence Rugby gear. Quality apparel for every dedicated supporter. Shop now and carry the spirit of Les Noirs wherever you go."