Brand Tone

Passionate & Fan-Centric, Informal & Engaging, Supportive & Communal, Enthusiastic & Celebratory

Brand Values

• •Fan Loyalty & Passion
• •Community & Belonging
• •Accessibility (for fans)
• •Unique Designs
• •Environmental Consciousness
• •Identity & Pride

Best Practices

• •Incorporate common LUFC chants, slogans ("Marching On Together," "All Leeds Aren't We," "Side Before Self"), and inside references that resonate with dedicated supporters.
• •Use enthusiastic, emotive language. Convey excitement, pride, and unwavering support. Avoid overly corporate or detached phrasing.
• •Address the audience as a collective ("We," "Us," "the Leeds family"). Make them feel part of something bigger.
• •Share content that reflects the genuine ups and downs of being a fan. Transparency (like the disclaimer of non-affiliation) builds trust.
• •Ensure that imagery and design elements used alongside copy also reflect the passion, energy, and colours associated with Leeds United and its fan culture.

Social Perception

Trusted News Source (for LUFC News), Authentic Fan Merchandise Provider (for lufcnews.store), Part of the Fan Experience, Responsive to Fans, Independent but Aligned

Copy Examples

• •By Fans, For Fans. Gear up with passion. Your unofficial home for all things Leeds United. March On Together!
• •Elland Road Roar Ready! Feel the passion, wear the pride. This new [Hoodie Name] isn't just a hoodie, it's a statement. Crafted for the faithful, because being Leeds is a way of life. #MOT #LUFCfamily
• •Morning, Leeds! ☕ Start your day the ONLY way – with a brew that screams passion! Our new 'Eat, Sleep, Leeds, Repeat' mug is here. Grab yours and let everyone know where your heart belongs! 👉 [Link to store] #LUFC #LeedsUnited #AllLeedsArentWe
• •MOT! Massive Savings Inside for the Leeds Faithful! ⚪💛💙
• •YEEESSSS! What a win! That's the Leeds spirit we live for! 🔥 Celebrate with us – grab your supporter gear and show your colours loud and proud! [Link to store] #LUFC #LeedsWin #SideBeforeSelf