How to use and build the Canada brand

There are lots of ways to use and build the Canada brand. All of the tools, research and information you'll find on this website and in this section are designed to be adaptable. That's the beauty of them.

Apply the Canada brand filter Marketing to buyers and consumers Build an associate brand Case study Other potential scenarios Crafting key messages

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But the basics remain. The Canada brand is about setting high standards. It's about meeting and exceeding customers' expectations. It's about taking continuous action to strengthen the brand at each level.

This section provides some suggestions for how to use and build the Canada brand for your industry, sub-sector or individual company.

The cereal grains industry is a case in point. Through the Cereal Grains Value Chain Roundtable (VCRT)¹, it has formally defined how the national brand promise translates into specific benefits and features connected to the cereals sub-sector.

The brand promise can also help you focus on how to consistently deliver positive impressions in line with benefits and features. And using the brand look and feel across the sector, in all markets, will result in stronger impressions on customers.
Whatever improvements you make, whether it's a new quality management system or formalized food safety regime, animal management and environmental procedures for all points along the value-chain, you are on your way to using and building the Canada brand.

1. Agriculture and Agri-Food Canada has worked in partnership with industry to establish Value Chain Roundtables (VCRTs) for the beef, pork, oilseeds, cereal grains, special crops, seafood and horticulture sectors. VCRTs bring leaders from all points along the value chain - retailers, producers, processors, exporters and others – together to look at their competitive position, create consensus on how to improve it, and put plans into action. Because they are sector-specific, VCRTs can focus on what their individual value chains need for long-term global success for all players. www.roundtable.agr.gc.ca