Brand Voice Guide

Mission Statement (Soccer-Only)

Our mission is to uplift, unite, and empower the Caribbean community in Las Vegas through world-class soccer development, cultural pride, and youth leadership. We build players, leaders, and families through discipline, identity, and the spirit of Jamaican culture.

1. Voice Pillars

A. Cultural

• Proud of Jamaican heritage
• Rhythm, energy, warmth
• Community-centered

B. Strong

• Confident
• Direct
• Disciplined

C. Uplifting

• Encouraging
• Positive
• Youth-focused

D. Professional

• Clear
• Organized
• Academy-level standards

2. Writing Style

• Use soccer, never football
• Short, powerful sentences
• Strong verbs
• Cultural references (when appropriate)
• Avoid slang unless intentional for youth content

3. Tone Variations

A. For Parents

Warm, clear, trustworthy — "Here's what your child will gain…"

B. For Players

Energetic, inspiring — "You're building something bigger than the game…"

C. For Sponsors

Professional, data-driven — "Your partnership fuels community impact…"

D. For Cultural Content

Proud, expressive — "Our roots guide our rhythm…"

4. Brand Vocabulary

Core Words:

• Culture
• Pride
• Unity
• Discipline
• Roots
• Rise
• Community
• Leadership
• Soccer

Avoid:

• Football
• Overly corporate jargon
• Slang that dilutes professionalism

5. Brand Identity Sentence

"JCCNV United is where Jamaican culture and elite soccer development come together to build leaders, families, and community."