Brand Tone

Patriotic and Proud, Authentic and Down-to-Earth, Positive and Upbeat, Slightly Activist/Protective (Subtle)

Brand Values

• •National Pride
• •Unity
• •Authenticity
• •Quality
• •Community
• •Kindness
• •Adventure

Best Practices

• •Emphasize 'Unity' and 'Apolitical' Stance: Consistently reiterate the 'no politics, no sides' message to reinforce inclusivity and broad appeal.
• •Use Relatable Canadian References (Authentically): Incorporate common Canadian experiences or gentle colloquialisms to connect with the audience, but avoid forced stereotypes.
• •Maintain a Positive and Optimistic Voice: Frame protective themes from a position of love and pride for the country.
• •Highlight 'Made in Canada': Proudly promote products that are made or designed in Canada.
• •Focus on Community: Foster a sense of belonging among Canadians through your messaging.

Social Perception

A brand that embodies Canadian pride, unity, authenticity, and a positive outlook, while subtly advocating for the protection of Canadian identity and values.

Copy Examples

• •Wear the spirit of Canada with pride.
• •Because Canada isn't just where we live—it's who we are.
• •Just a community of Canadians showing the world what we're all about.
• •Enjoying a Timmies on your morning walk.
• •Canada is not for sale.