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Economic Development Winnipeg brand guide
Writing style
EDW's brand voice is the city's biggest cheerleader. There is a focus on sharing successes and good news about
Winnipeg, the people and businesses that live and work here, and the advantages available in the city. With a future-
forward outlook, the voice is always written in the present active tense.
This voice relies on sharing stories, experiences, and successes to show the world how great Winnipeg is. Examples are
used to back up its arguments, both quantitative and qualitative. Ultimately, this voice is about building up the narrative of
Winnipeg as a great space for business.
Economic Development Winnipeg's brand voice
Brand personification
Age 40-50
Career
Sales professional based in Winnipeg, in a career that involves
some national and international travel
Education
Practical experience in the business world is the #1 education
source – learning what businesses are truly interested in, and
how that affects people in their daily lives
Experience
Has always lived in Winnipeg but travelled to other cities for
work and leisure – providing a better comparative experience
between cities
Behaviours Eager, excited
Commonly used words
Competitive
World-class
Advantage
Impact
Value
Building
Best
Collaborative
Central
Affordable
Engaging
Creating content that is easy
to read for industry experts
and the general public alike,
in a manner that piques their
interest.
Positive
Sharing positive stories
about the city, and changing
perspectives about Winnipeg
for the better
Passionate
The advocate for
promoting Winnipeg
to the world
Brand characteristics
