Turning Tariffs into Triumph: A Marketing & PR Playbook for Canadian Businesses

The ongoing tariff/trade battle between the US and Canada, as it continues to be a moving target, presents a formidable challenge but also a potent opportunity for Canadian businesses to showcase their resilience, innovation, and unwavering commitment to quality. It’s no secret that there’s a fast-growing surge in patriotism that the country hasn’t experienced before, providing Canadian brands with a unique opportunity at home. 

From a marketing and PR perspective, this is a chance to rewrite the story, turning adversity into a powerful testament to Canadian excellence. I wanted to share some obvious and less obvious approaches on how to reinforce existing strengths and cultivate new avenues for growth at home and in other international markets.

Marketing & PR Strategies: A Multi-Pronged Approach

1. “Made in Canada” – A Badge of Honour, Not Just a Label

• The Obvious: Highlight the “Made in Canada” label as a symbol of superior quality, craftsmanship, and ethical sourcing. It’s also what ALL Canadians are seeking out and mobilizing around. In international markets (beyond US), the country brand still garners respect, you’ll need to emphasize the rigorous standards and commitment to excellence that distinguishes Canadian products.
• The Less Obvious: Craft compelling stories behind your products. Showcase the local artisans, craftspeople, and innovators who bring your offerings to life. Connect with consumers emotionally by emphasizing the passion, dedication, and communities that define your brand. There are a number of ways to amplify these stories with search-infused content for varying channels.

2. Value Beyond Price: Building Brand Affinity

• The Obvious: Focus on the unique features and benefits of your products that justify a premium price point (if you have one). Emphasize quality, durability, and long-term value.
• The Less Obvious: Tap into consumer values. Highlight sustainable practices, ethical sourcing, and social responsibility initiatives – and particularly the direct contribution to Canadian jobs and economy. Position your brand as a champion of positive change. Create content that educates consumers about the value proposition beyond just price. Consider cause-related marketing campaigns that resonate with your target audience and give your customers more reasons to buy your product besides being Canadian.

3. Diversification: Telling Your Global Story

• The Obvious: Communicate your expansion into other markets. Everyone loves a Canadian success story, so highlight successes and partnerships in regions beyond the US.
• The Less Obvious: Tailor your messaging to resonate with specific target audiences in international markets and relevant audiences at home. Showcase your adaptability and cultural understanding with multilingual approaches, and share stories of cross-cultural collaboration and success.

4. Surgical Storytelling: Shaping the Narrative

• The Obvious: You want your story in both Canadian and international publications. Highlight your company’s resilience and innovative strategies, particularly at home.
• The Less Obvious: Position your company leaders as thought leaders in your industry. Share your insights on trade, innovation, and the future of Canadian business. Engage in public discourse and contribute to the conversation about economic diversification. Partner with industry associations and advocacy groups to amplify your message. Be a part of the solution and understand this is a marathon, not a sprint.

5. Community Engagement: Building Local Loyalty

• The Obvious: Strengthen your presence in the Canadian market. Support local initiatives and community events.
• The Less Obvious: Develop products specifically tailored to the Canadian market. Partner with other Canadian businesses, influencers, and creators to create collaborative product (collabs) opportunities.  It would be ideal if you can collab with industries most affected by tariffs.

6. Transparency and Authenticity: Building Trust 

• The Obvious: Communicate openly and honestly about the challenges posed by the tariffs. Share your strategies for mitigating the impact on customers.
• The Less Obvious: Be transparent about your sourcing, manufacturing processes, and pricing policies. Build trust by demonstrating your commitment to ethical and sustainable practices. Engage with your customers in a genuine and authentic way.

This is not a time to be quiet. The brands that win will double down on values and act with conviction. This is a chance to demonstrate the true spirit of Canadian innovation, enterprise and ingenuity, turning tariff challenges into a springboard for future success.