Brand Tone

Passionate and Community-Focused. The brand's voice is deeply rooted in the emotions of football. It speaks directly to the fans, using collective language ("we," "our team") to foster a sense of unity. The tone is encouraging, proud, and resilient, mirroring the spirit of a competitive sports team. It’s not overly aggressive but rather focuses on pride in the team's history and its connection to the city of Itagüí.

Brand Values

• •Loyalty and Pride
• •History and Tradition
• •Community and Local Identity
• •Discipline and Sportsmanship

Best Practices

• •Always use inclusive and passionate language ("we," "our," "vamos Leones," "nuestra garra"). The brand is not an outside entity; it is the embodiment of the team and its supporters.
• •Never just sell a product; sell the feeling behind it. A jersey is "our skin" or "our armor." A scarf is a symbol of "unwavering support." Link merchandise directly to the emotions of pride, loyalty, and passion.
• •Use the context of upcoming games, recent victories, or even resilient performances after a loss to create timely and relevant content. This makes marketing efforts feel current and part of the ongoing conversation.
• •Regularly reinforce the brand's deep roots in Itagüí and its long history. Share facts, old photos, and stories that celebrate this heritage, adding depth and authenticity to the brand.
• •While the format may change (e.g., short-form for TikTok, more text for Facebook), the core tone—passionate, proud, and community-focused—must remain the same to build a strong, recognizable brand identity.

Social Perception

The brand is perceived as a genuine, local football club with a dedicated, albeit modest, following. It is seen as a community institution rather than a large commercial enterprise. The online store is viewed as the legitimate and official channel for fans to acquire authentic team gear and directly support the club. The perception is that of a hardworking, "underdog" team, which can be a powerful emotional hook for its fan base. The club and its brand are seen as integral to the local sports culture in Itagüí.

Copy Examples

• •Más que una camiseta, es nuestra historia. La nueva piel del León ruge con la fuerza de Itagüí. Cada fibra lleva el sudor de nuestros jugadores y el aliento de nuestra gente. ¿Estás listo para vestir nuestro orgullo? Consigue la tuya en tiendaleonesfc.com. #TodosSomosLeones
• •Día de partido. Vístete para alentar. Hoy los Leones salen a la cancha a dejarlo todo. Desde la tribuna o desde casa, tu apoyo es nuestra fuerza. Viste nuestros colores y demuestra que el rugido de la hinchada se siente en todas partes. ¡Compra tu camiseta oficial y apoya al equipo de tus amores!
• •Nacimos en 1944. Renacimos en cada partido. Somos Itagüí Leones F.C. Llevamos décadas de historia en nuestro escudo y la pasión de Antioquia en nuestro corazón. Esta tienda es para ti, el hincha que nunca deja de creer. Cada compra es un gol a favor de nuestro club. Gracias por ser parte de esta familia.
• •No es solo tela. Es lealtad. Es coraje. Es la armadura que vestimos para luchar por nuestros colores. La tuya te espera. Envío a toda Colombia. Link en bio. #ItagüíEsLeones
• •¡GRAN VICTORIA! ¡Qué garra, equipo! Este triunfo es de todos: jugadores, cuerpo técnico y de ustedes, la mejor hinchada. ¡Celebremos juntos! ¡Aúpa Leones! #LaGarraAntioqueña