Brand Tone

Disruptive, Passionate, Direct, Confident, Idealistic

Brand Values

• •Innovation and Sustainability
• •Transparency and Authenticity
• •Community Empowerment
• •Fiscal Responsibility
• •Courage and Disruption

Best Practices

• •Lead with Action Verbs: Start headlines and calls-to-action with strong, disruptive verbs like "Disrupt," "Build," "Demand," "Change," and "Innovate" to maintain a proactive and energetic tone.
• •Embrace the "No BS" Mentality: In all communications, be direct, clear, and avoid political jargon. Frame policies in terms of their direct impact on citizens' lives. This aligns with the established "Real Talk" persona.
• •Champion the "Outsider" Status: Continuously frame the brand as the alternative to the "paper-pushing politicians" and the "status quo". This reinforces the core value of disruption and appeals to voters disillusioned with traditional politics.
• •Balance Disruption with Vision: While the tone is disruptive, it must always be paired with a positive and inspiring vision for the future. Juxtapose critiques of the current system with clear, hopeful solutions centered on sustainability, innovation, and community.
• •Use Consistent Slogans and Hashtags: Regularly use key phrases like "Disrupt the Status Quo," "People's Platform," and "Real Change" across all platforms to create a cohesive and memorable brand identity.

Social Perception

Perceived as a determined, non-traditional outsider and disruptor. Supporters saw her as a refreshing and bold voice for change, while detractors viewed her as an inexperienced longshot. Her resilience in facing misogynistic abuse also contributed to public sympathy.

Copy Examples

• •Headline: Don't Just Vote. Disrupt. Body: Calgary is at a crossroads. We can choose the same old politics, or we can choose a future built on innovation, sustainability, and real-world solutions. It's time to break the cycle. It's time for a leader who listens.
• •Social Media Post (Image: A bustling, modern cityscape with green spaces): Text: This isn't a dream. This is the future of Calgary. A city with lower taxes, smarter energy, and opportunities for everyone. Let's build a city our children will be proud to call home. #DisruptTheStatusQuo #Virginia4Mayor
• •Ad Copy for a "Real Talk" event: Headline: No Scripts. No Spin. Just Real Talk. Body: Join Virginia Stone for a coffee and an honest conversation about the issues that matter to you. No talking points, no political games. Just your questions and her straight answers. Let's talk about the real future of our city.
• •Website Slogan: People. Planet. Purpose. Sub-header: Leading Calgary into a sustainable and prosperous future with passion and integrity.
• •Email Campaign Subject: It's Time to Stop the Bleeding at City Hall. Body: Your hard-earned tax dollars are being wasted on vanity projects and inefficient bureaucracy. I have a plan to cut the fat, lower your property taxes, and reinvest in what truly matters: our communities, our small businesses, and our future.