Brand Tone

Sensationalist, Direct, Engaging, Expressive, Colloquial (for news); Aspirational, Customer-focused (for e-commerce)

Brand Values

• •Staying Informed/Being a Go-To Source
• •Accuracy, Reliability, Impartiality
• •Québécois Identity & Connection
• •Uniqueness & Style (for e-commerce)
• •Entertainment & Engagement
• •Broad Appeal
• •Expressiveness

Best Practices

• •Balance Sensationalism with Credibility (for news): While headlines should be engaging ("Ayoye"-worthy), the article content should strive for the claimed accuracy and reliability.
• •Maintain a Consistent Brand Voice: Ensure that the tone is consistent with the overall brand message and values.
• •Showcase the Québécois Identity: Use language, imagery, and cultural references that resonate with the Québécois audience.
• •Be Genuine: Don't be afraid to be expressive and colloquial, but avoid being overly sensational or exploitative.
• •Monitor Customer Feedback: Pay attention to customer reviews and comments to identify areas for improvement and maintain a positive brand image.

Social Perception

A go-to source for news and culture in Quebec; A unique and stylish e-commerce destination; A brand that understands and connects with Québécois identity.

Copy Examples

• •Tourists see a mother throw herself and her two children into Niagara Falls
• •The young woman who died in an oven at Walmart was found by her mother.
• •Mode Femme: Osez l'Unique (Dare to be Unique)
• •Découvrez le style sans limites (Discover style without limits)
• •Welcome to your store of choice.