Brand Tone

Passionate & Engaging, Community-Oriented & Inclusive, Resilient & Determined, Direct & Informative, Occasionally Defensive/Reactive

Brand Values

• •Tradition & Heritage
• •Zurich Identity & Pride
• •Sporting Excellence & Ambition
• •Youth Development
• •Community Engagement & Social Responsibility
• •Fan Focus

Best Practices

• •Embrace "Stadtclub" (City Club) Identity: Consistently weave Zurich's identity and pride into communications. Use local landmarks or references where appropriate, reinforcing the bond between the club and the city.
• •Highlight Resilience & History: Share stories of past triumphs and overcoming adversity. This reinforces the club's enduring spirit and connects with fans on an emotional level.
• •Engage Authentically with Fans: Respond to comments (both positive and negative where appropriate) in a respectful and engaging manner. Run polls, Q&As, and share fan-generated content to foster a sense of community.
• •Showcase Inclusivity: Regularly feature content from the women's team, youth academy, and diverse fan groups. Use language that welcomes all supporters.
• •Maintain Passion with Professionalism: While passion is key, ensure official statements and sensitive communications are handled with clarity, professionalism, and empathy, especially during challenging times.

Social Perception

Passionate & Loyal Fanbase, Historical Significance, Strong Local Rivalry, Resilient Achiever, Community Asset, Controversies & Challenges

Copy Examples

• •Social Media Post (Matchday): IT'S MATCHDAY IN ZURICH! The Letzigrund is calling. Our City. Our Fortress. Our FCZ. Let's hear you roar! #FCZ #NieUsenandGah #ZurichIstWeissBlau
• •Website Banner (Season Tickets): More Than 90 Minutes. More Than a Club. FCZ is a family, a history, a heartbeat. Secure your season ticket and be part of every moment. Willkommen beim FCZ! [Link]
• •Instagram Story (Youth Team Win): The future is bright! Massive congrats to our U18s on their victory today! Building champions, the FCZ way. #FCZTalents #ZurichsFuture
• •Community Initiative Update: Together for Zurich! Proud to support [Community Project Name]. FCZ is more than football – we are part of this city's vibrant spirit. Learn more about our commitment. [Link] #FCZCares #Stadtclub
• •Post-Difficult Match (Resilience): Tough result tonight, but our heads stay high. We fight on, together. Thank you for your unwavering support, Südkurve! We go again. #FCZ #NeverGiveUp #WillkommenImKampf