Tone of voice
Intro: brand purpose
We’re here to make life in Canada better. With everything we offer, we make your life a little easier, a little more fun, a little safer, a little more certain, a little more memorable. We’re a practical, can-do place for a practical, can-do country. Combine this with the tenacity and resourcefulness of Canadians, and we’re unstoppable.
Our products and services are how we walk the walk. But how do we talk the talk? Our purpose comes to life when we’re:
Enthusiastic.
We’re genuinely excited about everything on your to-do list and everything on your to-do-for-fun list. So whether it’s the jobs of life or the joys of life, we’re pumped.
Optimistic.
You come to us for a reason: to make something better—and we’re confident we can help. We’ve got just what you need, right here, and we know you’re gonna nail it.
Canadian.
We speak like a Canadian and sometimes for Canadians. That means we’re friendly, funny and likeable. We don’t boast or shout EVERYTHING IS AWESOME! Instead, we show confidence by being self-deprecating, honest and helpful. It’s the Canadian way.
Inclusive.
We recognize Canada is a huge, wide-open place with room enough for all, where everyone can be their true selves. We mirror this every chance we get in our communication—we use authentic, plain language that’s accessible to all and we avoid stereotypes and generalizations.
Smart.
In the right moments, we make life in Canada better by dispensing real wisdom. We know Winter, we know Summer, we know cars, we know DIY, we know it all (without acting like know-it-alls). In other words, we know life in Canada—with all its ups and downs, and we’re here to help steer you right.
Tone of voice: overview
Hi there, I'm Canadian Tire. Nice to meet you. I’m all about helping folks with their real lives and real challenges. (Yes, the search for the ultimate BBQ tongs counts as a challenge). I speak the way I do because I’m just like you—I live here too and I get it. Life in Canada is awesome—it’s vast, it’s beautiful, it’s challenging, there’s a lot of mosquitoes, and I wouldn’t trade it for the world.
So whether I’m selling, or persuading, or teaching, or reminding you to change your oil (you should really change your oil), or just saying ‘hey’ so you don’t forget about me, I talk like a real live person. It’s how I prove that I understand you and your life in Canada. We’re neighbours, after all. Hey, we should go camping sometime!
Personas
Just like Canada, we’re huge and multifaceted. So our voice shouldn’t be a one-size-fits-all monotone. Sometimes we need to speak to the heart, sometimes the head, sometimes the wallet (sometimes all three at once). So as we communicate throughout the sales funnel, our voice needs to subtly shift and adapt. For this reason we’ve created five personas:
The Leader (Brand-level). We’re the inspirational, inclusive leader who understands life in Canada.
The Neighbour (Brand-level). We’re the friend who’s there to improve life in Canada.
The Expert (Brand-level). Constantly demonstrating we know what works for life in Canada.
The Enthusiast (Promotional). Bringing the hype (and the deals), excited about enriching your life in Canada.
The Assistant (Functional). Doing all we can to simplify shopping and simplify life in Canada.
Each persona should be written in a different style. Learn how to apply them here.
Range of voice
Our range of voice can vary and mix depending on the consumer and need. Use the following structure to choose the right persona (or the right combination of them) for your execution:
Passive; aligns with the brand, its values and purpose. Here we lean on the Leader aspect of our personality to keep us top-of-mind. Or we’ll often speak as the friendly Neighbour when we’re being extra helpful.
Examples: TV, Radio, Paid/Organic Social, OOH, Email, store presence
Passive/active; considering if the brand has the ability to deliver on needs. Here we speak most often as the Neighbour to build trust, understanding and prove we’re here to improve your life. Sometimes we’re less chatty and go straight to Expert.
Examples: TV, Radio, Social, OOH, Email, Flyer, store greetings
Active; researching products for fit and function. We’re more the Expert and Enthusiast to customers in this stage as they weigh options and are looking for useful info and smart advice.
Examples: Search, SEO, Instagram, Pinterest, Flyer, CT.ca, owned channels
Active; evaluating price, availability and accessibility. When it’s time to build excitement and be super motivating, we’re the Enthusiast. Time to close the deal fast and easy? We’re the Assistant.
Examples: In-store, CT.ca, app, Social
Active/passive; evaluating satisfaction and advocating. To keep the conversation going, we return full circle to our Neighbour / Expert / Assistant voices most often (though hard-working offers (ENTHUSIAST) can be found here too).
Examples: YouTube, email, In-store, CT.ca, app
Copy Style Guide
This style guide details a set of standards for writing, editing and formatting content. While a Brand Guide focuses on the overall look, feel and visual identity, this type of manual or “style sheet” focuses on writing, editing, grammar, punctuation and common brand terms. Click here to review the latest guidelines.