Brand Tone

Community-Oriented, Supportive & Positive, Friendly & Fun, Developmental, Inclusive, Responsible & Trustworthy, Emerging Eco-Consciousness

Brand Values

• •Community: "A proud community football club," "family friendly junior football club."
• •Child Welfare & Safety: "Child welfare is at the heart of what we do." Strict adherence to safeguarding policies.
• •Development (Holistic): "Develop each player's individual skill level," "develop our young people into better footballers but more importantly into exceptional people."
• •Fun & Enjoyment: "Safe, friendly and fun environment."
• •Inclusivity: "For boys and girls of all ages."
• •Respect: Passionate supporters of the FA Respect campaign.
• •Quality Coaching: Provided through partnerships with qualified coaches.
• •Charity & Giving Back: Proceeds from kit sales donated to local charities.
• •Sustainability (emerging): Commitment shown through the EcoKit initiative.

Best Practices

• •Always Prioritize "Community" and "Development": Whether it's a product description, social media update, or news piece, frame the message around the club's core identity as a community-focused organization dedicated to the holistic development of young players. Words like "family," "together," "grow," "learn," and "support" should be staples.
• •Keep it Positive and Encouraging: The language should uplift and motivate. Focus on effort, sportsmanship, fun, and learning, rather than solely on winning or elite performance. Avoid overly aggressive or boastful language.
• •Emphasize Safety and Trust: Subtly weave in reminders of the club's commitment to a safe environment (e.g., "FA qualified coaches," "safeguarding focus") especially when addressing parents or promoting youth programs.
• •Be Inclusive in Language and Imagery: Ensure copy appeals to and represents all members – boys, girls, different age groups, and varying skill levels. Use inclusive pronouns and showcase diversity in any accompanying visuals.
• •Highlight the "Why" Behind Purchases (for the store): Connect buying merchandise to the bigger picture. Remind customers that their purchases support the club’s youth programs, charitable donations, and sustainable initiatives. This adds value beyond the product itself.

Social Perception

Locally Valued Community Asset, Safe & Reputable, Focused on Youth Development, Family-Oriented, The store itself (befcstore.co.uk) is perceived as the official channel for supporting the club through merchandise purchases, with an added layer of social responsibility due to the charitable and sustainable aspects of kit sales.

Copy Examples

• •Instagram Post for New Season Sign-ups (Friendly, Community-Oriented): Calling all Barnes superstars! ⚽🌟 Join the Barnes Eagles FC family this season! We’re all about fun, friendship, and football for boys and girls of all ages. Let's learn, play, and grow together! Link in bio to register. #BarnesEaglesFC #YouthFootball #CommunityClub #FunFootball #BarnesLondon
• •Club Shop Product Description for EcoKit Jersey (Responsible, Developmental): Wear your Eagles colours with pride AND protect our planet! 🌳 Our new EcoKit Home Shirt is made from recycled materials because developing great players and a better future go hand-in-hand. Every purchase supports our young Eagles and local charities. Shop now and make a difference! #BEFCStore #EcoKit #SustainableSport #BarnesEagles #SupportLocal
• •Facebook Ad for Holiday Camp (Fun, Safe, Developmental): School's out, skills are in! ⚽☀️ Barnes Eagles FC Performance Camps offer a fun, safe, and action-packed holiday for kids aged 5-12. Expert coaching, new friends, and a love for the game guaranteed! Limited spots – book yours today! #BarnesEaglesCamp #FootballFun #HolidayCamp #SkillsCoach #SafeSport
• •Tweet/X Post about a Team Achievement (Supportive, Positive): Huge congratulations to our U12 Girls who showed fantastic teamwork and spirit in their match today! Win or lose, it’s all about development and enjoying the beautiful game. Proud to be Eagles! 🦅 #BarnesEagles #GirlsInFootball #TeamSpirit #ProudClub
• •Website Store Banner (Community, Support): Gear Up & Give Back! 🛍️ Every Barnes Eagles FC kit, scarf, or training top you buy from the official BEFC Store directly supports our young players and vital community projects. Wear the badge, share the passion! Shop the latest collection now. #BEFCStore #BarnesCommunity #SupportYouthSport