Every brand wants loyal customers. But the best brands, the ones people love, go beyond good products or clever ads. They tap into something deeper: identity, emotion, and a sense of belonging.

As the summer unfolds and we reflect on recent Canada Day celebrations, it’s worth taking a closer look at how some of the country’s most iconic brands have done just that. Companies like Tim Hortons, Roots, and Moosehead have built more than just customer bases, they’ve built communities. These brands have earned not just business, but affection, by standing for something bigger and making people feel part of it.

So how do they do it? And more importantly, how can you tap into that same emotional power to build loyalty that lasts?

1. Tim Hortons: Storytelling That Feels Like Home

Tim Hortons excels at emotional branding—creating campaigns that reflect a shared way of life. Their recent “Canadian Dream” campaign, narrated by Kiefer Sutherland, is a heartfelt “love letter” to the country. Rather than pushing a product, the campaign highlights Canadian values: kindness, resilience, and community by celebrating the country’s landscapes, communities, and everyday heroes. It uses scenic imagery from coast to coast and everyday settings like rinks, hospitals, and highways to evoke feelings of belonging and national identity

But Tim Hortons doesn’t rely on sentiment alone. They know how to make us laugh, too - like their “Cream Boston” ads during a Leafs vs. Bruins playoff game, or their football-season twist on The Good Ol’ Hockey Game. Their humour is clean, clever, and proudly Canadian. That same wit carried through to their recent collaboration with Ryan Reynolds. The “Good Ol’ Canadian Takeout” campaign used Reynolds’ signature humour to celebrate the simple joy of takeout coffee -turning it into a fun, relatable moment that felt like a shared inside joke for Canadians coast to coast.

Their community efforts back it all up, campaigns like Smile Cookie Week raise millions for local charities, and their holiday giving initiatives show up in meaningful, consistent ways across the country. Whether it’s a tear-jerking ad, a playful tweet, or a simple act of giving, Tim Hortons reflects the best of Canadian values: generosity, humility, and connection.

✅ Takeaway for small businesses: Emotional branding works when it’s genuine. Use storytelling that reflects your audience’s everyday life. Celebrate community. Balance heart with humour. When people feel seen in your brand, they’ll keep coming back.

2. Moosehead: Proudly Local, Boldly Canadian

Hailing from Saint John, New Brunswick, Moosehead is more than Canada’s oldest independent brewery - it’s a symbol of Canadian grit, tradition, and pride. Family-owned and operated since 1867, the brand has stayed true to its roots through decades of change and evolving industry trends. For many Canadians, Moosehead isn’t just a beer, it’s a legacy. One that’s been passed down through generations, shared at backyard barbecues, cottage weekends, and coast-to-coast celebrations. It’s the drink of choice for so many not because of a flashy campaign, but because it feels familiar, genuine, and proudly Canadian.

The brand has continued to double down on what makes it different: its East Coast roots, independent spirit, and strong community ties. Campaigns like “We’ve Got a Beer With Your Name On It” reflect these values, inviting people to nominate real achievements and receive personalized Moosehead cans. It was a celebration of personal milestones, hard work, and the everyday resilience that feels distinctly Canadian. More than just a slogan, it was Moosehead’s identity in action. More recently, Moosehead launched The Presidential Pack, using a playful nod to “Put Your Loonie Where Your Moose Is,” cleverly tying cultural pride to product choice. The campaign struck the perfect balance between comic relief during uncertain times and strong brand loyalty - bringing the Moosehead community together when it counted and reminding Canadians why supporting local still matters. 

At the same time, Moosehead has also created space to evolve. Without ever losing sight of its core values, the brand has expanded its offerings to appeal to a broader range of tastes and remain relevant across demographics. From its iconic lager to crisp light options and fruit-forward brews, Moosehead continues to meet the moment, proving that you can grow without outgrowing who you are.

✅ Takeaway for small businesses: Consistency builds trust, but evolution keeps you relevant. Moosehead shows that you don’t need to chase every trend to stay top of mind. When you lead with your values, celebrate your community, and adapt in ways that feel true to your brand, you create something bigger than a product. You build belonging.

3. Roots: Nostalgia, Nature, and National Identity

While brands like Tim Hortons and Moosehead are woven into everyday Canadian rituals, Roots occupies a more lifestyle-driven space. It’s not your morning coffee or your game-day beer - it’s the brand you pack for the weekend at the lake or wear curled up by the fire. Its emotional connection is quieter, more personal, and often tied to comfort, nature, and nostalgia.

Roots appeals to the eco-conscious, outdoorsy side of Canadian identity. From their handcrafted leather goods made in a Toronto-based factory, to their use of organic cotton and recycled fibres in everyday essentials, Roots has built a brand around quality, sustainability, and national pride.

Roots also walks the talk when it comes to environmental stewardship and community support. In 2024, they launched a three-year partnership with the Nature Conservancy of Canada to help protect the Frontenac Arch, one of Ontario’s most biodiverse natural corridors. The campaign tied their commitment to conservation back to their birthplace in Algonquin Park, reinforcing how their designs and values are deeply inspired by the Canadian wilderness.

This wasn’t their first collaboration with NCC, in 2019, Roots celebrated International Beaver Day with a limited-edition collection featuring the iconic beaver and other Canadian wildlife. The best part? 100% of profits from Canadian sales went directly to habitat conservation efforts, turning a simple T-shirt into a powerful give-back campaign rooted in national pride and environmental impact.

Roots may not be on every street corner, but their consistency in aligning product, design, and purpose gives them a quiet kind of brand power. Especially with Canadians who value local craftsmanship, giving back to their communities, and embracing the natural beauty just outside their door. 

✅ Takeaway for small businesses: You don’t have to be loud to build brand love. When your values show up consistently in your products, partnerships, and purpose, you create trust. By aligning with what matters to your audience, whether that’s sustainability, local pride, or giving back, your brand becomes more than something they buy - it becomes something they believe in.