Brand Tone

Passionate & Emotional, Community-Focused & Inclusive, Proud & Historic, Ambitious & Competitive, Approachable & Engaging, Professional & Official

Brand Values

• •Tradition & Heritage
• •Passion
• •Community & Unity
• •Fighting Spirit & Resilience
• •Respect
• •Development & Youth
• •Zurich Identity

Best Practices

• •Develop a Brand Voice Chart: Internally document the core tones (e.g., Passionate, Proud, Community-Focused) and define what they mean in practice (e.g., use of exclamation points, specific empowering vocabulary, types of stories to tell). Include do's and don'ts.
• •Always Circle Back to Core Values: Before publishing, ask: 'Does this copy reflect our heritage? Our passion? Our commitment to the community and Zurich?' Ensure that the underlying message aligns with the club's foundational principles.
• •Adapt Tone by Platform, but Maintain Core Identity: While LinkedIn will be more formal than TikTok, both should still feel distinctly 'FCZ.' The youthful energy on TikTok can still carry pride in the club's history, and professional announcements on LinkedIn can still hint at the passion that drives the organization. The *essence* should remain consistent.
• •Use 'We' and 'Our' to Foster Community: Consistently use inclusive language that makes fans feel part of the 'FCZ Family.' This reinforces the community value and creates a stronger emotional connection. Emphasize shared experiences and collective identity (e.g., 'Our City, Our Club').
• •Tell Authentic Stories: Showcase real stories of players (past and present), fans, academy prospects, and community initiatives. Authentic narratives naturally convey passion, history, and community spirit more effectively than generic statements. Let the actions and experiences of the FCZ community speak for the brand.

Social Perception

Historic Club, Passionate Fanbase, Community Institution, Symbol of Zurich, Fluctuating Sporting Success, Commitment to Youth

Copy Examples

• •Headline: ZÜRICH IS BLUE AND WHITE. FOREVER. Body: From the Limmat to the Letzigrund, our heart beats for this city, this club, this history. Over 125 years of passion, forged in victory, strengthened by loyalty. This is FCZ. This is our legacy. #FCZ #ZürichIstBlauWeiss #UnsereStadtUnserStolz
• •Headline: MORE THAN 90 MINUTES. IT'S A LIFETIME. Body: The roar of the Südkurve. The future stars in our Academy. The unwavering support through every high and low. Being part of FC Zürich isn't just about the matchday; it's about belonging to a family that fights together, dreams together, and celebrates together. Join the FCZ Family. #FCZFamily #GemeinsamStark #LeidenschaftVerbindet
• •Headline: THE FUTURE IS FORGED HERE. THE FCZ ACADEMY. Body: Nurturing Zurich's talent, building tomorrow's heroes. Our commitment to youth development is at the heart of FCZ. We don't just train footballers; we build character, discipline, and a lifelong love for the game. Support the next generation. #FCZAcademy #ZukunftSchmieden #TalentEntwicklung
• •Social Media Post (Instagram/TikTok style): Visual: Quick cuts of training drills, player smiles, fan celebrations. Text: Grind never stops. 🔵⚪️ Ready to give our all for the badge, for you, for Zürich! LET'S GOOOO! 🔥 #FCZ #Motivation #MatchdayReady #NieUfgäh
• •Sponsor Announcement Snippet: Headline: STRONGER TOGETHER. FC ZÜRICH WELCOMES [Sponsor Name]. Body: We are proud to partner with [Sponsor Name], a company that shares our commitment to excellence and community in Zurich. Together, we look forward to achieving new heights on and off the pitch. #FCZ #Partnership #GemeinsamErfolgreich #ZürichVerbindet