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Economic Development Winnipeg brand guide
Writing style
YES! Winnipeg's brand voice is the voice of business in Winnipeg. Using short sentences and avoiding complicated words,
the voice is always written in the present active tense, while minimizing the use of adjectives and adverbs.
This voice relies on quantitative and fact-based data, using facts and figures to back up its arguments. Bullet points and
the use of visual data supplement base text – all of which is fact-based, using substantive arguments over buzzwords and
equivocation. The brand cites examples as demonstrations of success wherever possible.
YES! Winnipeg's brand voice
Brand personification
Age 45-65
Career Winnipeg-based CEO (industry non-specified)
Education Bachelor of Commerce
Experience Decades of business experience (cross-industry)
Behaviours
Confident, logical, serious, authoritative, mature, rational,
candid
Commonly used words
Competitive
Strategic
Innovative
Intelligent
Talent
Hub
Opportunity
Impact
Unique
Sleek
modern and
well-polished in
everything written.
Self-assured
the authoritative voice
for Winnipeg's business
development, often driving the
conversation.
Knowledgeable
the premier source of
information for and about
Winnipeg's private sector.
Brand characteristics
