Brand Tone

Passionate & Proud, Inclusive & Community-Focused, Enthusiastic & Supportive, Direct & Action-Oriented (for sales), Slightly Informal/Approachable

Brand Values

• •Patriotism/National Pride
• •Passion for Football
• •Community & Belonging
• •Heritage & Legacy
• •Support & Loyalty
• •Charity & Goodwill

Best Practices

• •Embrace the Passion: Every piece of copy should reflect the deep emotional connection fans have with the Scotland National Team and their heritage. Use evocative language that stirs pride.
• •Speak as "One of Us": Adopt a tone that resonates with the fans – enthusiastic, loyal, and part of the same community. Avoid overly corporate or detached language.
• •Highlight Unity and Inclusivity: Reinforce the idea of the Tartan Army as a collective, a family. Use terms like "we," "us," "together."
• •Celebrate Scottish Identity: Weave in elements of Scottish pride, symbols, and historical references where appropriate and authentic.
• •Be Action-Oriented but Authentic: While the goal is to sell merchandise, calls to action should feel like a natural extension of supporting the team and being part of the community, rather than just a sales pitch. Connect products to the fan experience.

Social Perception

Passionate Supporters, Friendly & Good-Natured, Strong Scottish Identity, Charitable, Official Merchandise Hub

Copy Examples

• •Headline: Bleed Blue? Wear It Proud. Body: From the roar of Hampden to the furthest away days, show your colours. Our official Tartan Army gear is more than just merch – it's a statement. Shop the latest collection and carry the spirit of Scotland wherever you go. #TartanArmyShop
• •Headline: Legends Never Fade. Their Spirit Lives Here. Body: Relive the glory. Celebrate the icons. Our exclusive Legends range pays tribute to the heroes who made Scottish football unforgettable. Find your hero's tee today and wear a piece of history.
• •Headline: More Than a Fan? You're Family. Body: The Tartan Army isn't just a fanbase; it's a global family united by passion. Gear up with official apparel and join the chorus. Every match, every moment – we stand together.
• •Headline: Game Day Ready. Heart on Your Sleeve. Body: The whistle's about to blow. Are you kitted out? Grab your official Tartan Army scarf, your lucky tee, and let the world know who you're backing. Let's make some noise!
• •Headline: For the Love of Scotland. For the Roar of the Crowd. Body: It’s the thumping heart of a nation, the unbreakable spirit. Our official merchandise is crafted for the true supporter. Wear your pride. Sing your heart out. This is the Tartan Army.