Brand Tone

Inspirational, empowering, and direct, coupled with professionalism and ambition. On social media, it becomes more informal, energetic, and relatable, with a "no-nonsense" and pro-teamwork attitude.

Brand Values

• •Empowerment
• •Excellence & Professionalism
• •Inclusivity
• •Confidence & Resilience
• •Community & Belonging

Best Practices

• •Lead with Empowerment: Every piece of copy, from a social media caption to a press release, should start from a place of empowering young women. Use strong, active verbs and a confident, declarative tone.
• •Be Direct and Authentic: Avoid jargon and vague promises. Speak directly to the audience (the player or her parents) with a straightforward and honest voice, reflecting the "no-nonsense" coaching style seen on TikTok.
• •Show, Don't Just Tell: Instead of simply saying you create opportunities, showcase success stories. Use player testimonials, highlight achievements like promotions and signings, and feature videos of the high-quality training in action.
• •Celebrate the 'Why': Continuously reinforce the mission. Connect the daily drills and team wins back to the larger goal of bridging the gap to the WSL and creating a lasting legacy in women's football. This gives context and weight to all communications.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the ambitious and professional tone of the website is matched by the energetic and inspirational tone of social media. Use consistent branding (logos, colors) and ensure the voice, whether written or spoken in video content, always reflects the core values of excellence, confidence, and community.

Social Perception

SHE CAN PLAY is perceived as a pioneering and revolutionary force in UK women's football, offering a legitimate and high-quality pathway for aspiring professional players. It is seen as a champion for women's sports, actively breaking down stereotypes and building a supportive ecosystem, led by an inspirational founder.

Copy Examples

• •Focus. Drive. Ambition. It ’s not just about the next goal, it's about the next level. We're not just training players; we're building future Lionesses. #SheCanPlay #GirlsFootball #PlayerDevelopment
• •They said girls can't... we said, 'Watch us.' Our players don't just play the game, they change it. Ready to join the revolution? #FootballSkills #NextGen #UnleashPotential
• •Your Pathway to Pro Starts Here. SHE CAN PLAY offers elite coaching for dedicated female footballers aiming for the top. Bridge the gap between grassroots and greatness. Apply for a trial today.
• •Is she serious about football? We are too. SHE CAN PLAY provides a professional, empowering, and supportive environment for girls to thrive. With UEFA-qualified female coaches and a proven pathway to pro clubs, we give her the tools to succeed. Learn more about our Player Development Centres.
• •Promotion secured. The SHE CAN PLAY Panthers are climbing the ladder. This is what happens when talent meets opportunity and hard work. Proud of this team and the statement they're making. The future is bright. The future is female. #SheCanPlayPanthers #WomensFootball #Promotion