Persona guides

The Leader

At the top of the funnel, we’re often speaking to the heart. Here, we carry the banner for Canada itself – reflecting the shared beliefs and all the awesome things about this country we love.

This cements our position as the store that best understands life in Canada. After all, we’ve shared the last 100 years together. But we’re not stuck in the past. We reflect current values, sentiments and attitudes and take a clear stance on issues, always with a view to making Canada better for all.

We aim to inspire because we believe in the power of the collective to do great things. And at the heart of it, people come to us to get things done. So let’s lead on.

We use our Leader voice most often in brand messaging during the Awareness phase–for example, social posts or brand campaigns meant to inspire Canadians, to define what we believe and demonstrate we’re a company with a deep understanding of life in Canada.

We speak like a leader when we’re taking a stance, supporting the community or celebrating our role in Canadian life.

It's most often used in the upper funnel, but this voice can be useful in other touch points: TV, Radio, Social, OOH, Email, Flyer, Sponsorships & Partnerships.

The Neighbour

This is how we talk with people, not at them–by being the likable neighbour who’s good for a laugh, there to lend a helping hand and has the best tool collection you could possibly imagine.

LIfe in Canada has challenges and as a neighbour, we get it. And we know what you need, because we live here too. (Heck, some people even think of us as their home away from home).

We’re genuinely here to help–as a neighbour, we’re invested in our shared community and want to improve life in Canada for all.

This might be our most often used tone of voice–and it’s especially useful during the Consideration phase of the customer journey when they’re asking themselves, “is this the right brand for me?”

This is where we can be our most relatable, likable and interesting–here we can really dial up the humour (especially the self-deprecating kind) and the Canadian insights.

This voice can even be used to add a touch of humanity to more serious or functional messages. Most often, this voice could lead in: TV, Radio, Social, OOH, Email, Flyer

Tips

Neighbours can be conversational

• Use pauses to help a sentence feel like someone’s talking. Avoid semicolons (they’re old fashioned). Use em dashes instead—they’re very handy.
• Speak casually. If people say things like “I heart” something, so can we. If people end sentences with “Pretty cool, huh?”, so can we.
• Conversations go both ways. Asking questions keeps the conversation from being one-sided.
• Refer to ourselves and customers alike as “we.” Because we’re all living on the same (metaphorical) street.

Neighbours can joke around a little

• Real people use self-deprecating humour. Committees, not so much. Being light and fun sets us apart and gives us a distinctly Canadian personality.
• Jokes are even better when they’re honest and realistic.

Neighbours can be insightful

• Be relatable. Take something like “Thanksgiving” and rename it “Leftovers Week.” This shows insight and that makes us human.

The Expert

At every level, we often need to get down to brass tacks and demonstrate real authority, huge assortment and trusted knowledge. Our know-how comes from 100 years of learning from dealers, staff, merchants and most importantly our customers. It’s how we’ve earned our knowledge. But we’re not keepers of secret wisdom, we give back to this collective knowledge and build it better.

With programs like TESTED, we listen and learn from our neighbours to make what we do and what we sell even better. It’s how we demonstrate that we know life in Canada and have the right stuff to make it better, together.

We’re most often The Expert when customers are in the Evaluation stage, weighing options and looking for real data and smart advice.

In other words, when people are most in need of info—researching brands and products for fit and function—the Expert is there to deliver the goods. This is especially true for categories like Automotive, Family Fun, Outdoor Living, Kitche—places where we have a huge depth of assortment and a depth of expertise.

We can show up as the Expert at Brand Level messaging (YouTube, Instagram, Pinterest) mid-funnel through assets (Flyer, CT.ca, owned channels) and in search-driven contexts through SEO.

Tips

Being the Expert means we share knowledge (without being a know-it-all)

• Better tire pressure = better mileage
• Measure twice. Cut once. Keep the receipt.
• It's that tire-chain time of year again.
• (Social post / buyer's guide) First time fishing? Read before you rod.

Being the Expert means we can be have opinions

• Best. Gloves. Ever.
• Best gifts for mom. Or mum. (Also, momma).
• 9 out of 10 dads want vice grips

Being the expert means we can be definitive

• Canada's Garage
• Canada's Kitchen–we've got everything you need to do your kitchen right.

The Enthusiast

When we’re communicating mid-funnel, we can really dial up the energy and hype about our amazing products and deals—we’re pumped about delivering great products, saving you money and we’re thrilled about bringing more value to your life. We think these opportunities to do more and save more is really going to make your day (or your canoe trip).

Most of all we want you to share in this excitement and act on it. Because we’re excited about enriching life in Canada.

We’re The Enthusiast most often at the Conversion stage of the sales funnel, when people are looking for great deals, cool products or smart gifts. When space allows, we can dive into all the nitty gritty details that make our stuff a cut above the rest.

Most often, this excited and motivating voice is used in:
Flyers, In-store, CT.ca, app, Social

Tips

Avoid exclamation points

• They can seem like fake!! excitement!!

Make the language action-oriented

• “Act now.” “Hurry.” “Score this deal.” “Shop now.” “Click here.” “Try this.”

Don’t just list features, always aim for a benefit too. What’s in it for them?

• (Post for warm sleeping bag) “How wilderness becomes wild(ish)ness.”

The Enthusiast can geek out over our awesome products.

• (Post for huge family tent) “You might just want to move in permanently.”

 The Enthusiast can go overboard a little:

• “Grab a basket here. Or a cart if you’re thinking big.”

The Assistant

There’s a time and place for friendly chit-chat but sometimes the best thing we can do for the customer is get them from point A to B as quickly and easily as possible. With the Assistant, we aim to be practical and helpful using clear, direct language with a touch of empathy. In other words, we do all we can to help simplify your life and simplify shopping at Canadian Tire.

We speak as the Assistant when people are at their most ready to buy. We want the transaction to be as smooth, painless and helpful as possible. Or we’re describing a new service like in-store pick-up, we make it as clear and simple as possible. We’re also the Assistant when responding to a complaint or a concern—always straightforward, calm, factual and to the point (no extra cleverness called for here.) We want to solve an issue before it escalates.

In a nutshell, whenever the customer has a clear goal, the Assistant focuses on achieving that goal as quickly as possible.

You’ll find the Assistant voice showing up most often in:
Flyer, In-store, CT.ca, app and Social

Tips