A club's true identity always shows in a local derby and Aston Villa hope to impose theirs when they face rivals Birmingham City on Sunday.
Villa have not had a smooth ride of it this season after a winless start led to the sacking of former manager Natalia Arroyo at the end of September.
The Spaniard helped stabilise Villa during her two years in charge but they lacked consistency, and it left some wondering what their identity really was.
Brian Sorensen is the man in charge of changing that on the pitch now, while there are others off it who are transforming Villa behind the scenes.
"Aston Villa is a club of heart. We put a lot into everything we do," managing director Maggie Murphy told BBC Sport.
"I think a lot of people know we try to do everything the right way, the proper way. We're a club that is the heart of 'proper football' in many ways."
So what are Villa doing this season to get in touch with their values?
Find interviews and extra content on the BBC Women's Football Weekly feed
Sunday's Women's Super League match with Birmingham (14:00 GMT) marks 30 years since the team officially took the Aston Villa name.
