Brand Tone

helpful, reliable, and community-oriented

Brand Values

• •Community Support
• •Customer Trust
• •Adaptability and Innovation
• •Everyday Relevance

Best Practices

• •Emphasize "Life in Canada": Consistently weave the theme of being an integral part of the Canadian experience into all messaging. Use seasonal and regional references that resonate with Canadians.
• •Maintain a Helpful, Can-Do Attitude: Frame copy around solutions and empowerment. Instead of just selling a product, sell the successful project, the fun weekend, or the prepared vehicle.
• •Balance Promotional and Relational Content: Mix product-focused advertising with stories of community involvement, employee features, and customer-generated content to reinforce brand values beyond just retail.
• •Use Clear and Accessible Language: Avoid overly technical jargon. The brand appeals to a broad audience, from DIY experts to beginners, and the copy should be welcoming to all.
• •Adapt the Tone for the Platform: While the core tone remains helpful and reliable, allow it to be more conversational and visual on platforms like Instagram and TikTok, and slightly more formal and informative in corporate communications or on the retail website.

Social Perception

Generally seen as a quintessential and reliable Canadian retailer, a go-to store for a wide range of household, automotive, and seasonal goods. Customers appreciate the breadth of its product selection. The brand's Canadian identity is a strong positive driver of its perception. Some mixed perceptions exist regarding customer service consistency across its franchise locations and price competitiveness compared to other large retailers.

Copy Examples

• •Your Weekend Project Starts Here. Tools & Tips for a Greener Garden.
• •From coast to coast, we're proud to be part of your community. This month, our Jumpstart program helped 500 kids get back in the game. #MadeForLifeInCanada
• •That feeling when the patio is finally set for summer. ✨ Find everything you need to create your outdoor oasis. Link in bio! #BringOnSummer
• •Ready for the Road Ahead. Get a grip with all-season tires you can trust, no matter what Canadian weather brings.
• •Show us your best #CanadianTireHaul! 🛠️ From DIY projects to cottage essentials, we want to see what you're up to this weekend. #LifeInCanada