When it comes to cultural icons, Canada has many recognizable symbols: The maple leaf, beavers, hockey…
But there’s another important symbol that warms Canadian hearts daily: Tim Hortons.
Tim Hortons isn’t just selling coffee and donuts. They’re selling a feeling. A sense of community. A taste of home.
(Cue the heartwarming music…)
Tim Hortons’ Brand Image: The Brand That Brews Canada
Tim Hortons is an amazing example of a strong brand image. I mean, how can you dislike a brand that’s part of your culture and identity?
Tim Hortons has mastered the art of being more than a mere coffee chain. The brand’s connection to Canadian values—like warmth, comfort, and community—sets it apart from the competition.
And then they say that stereotypes are always wrong…
Learn from the Canadians and be nice to your customers. When you go to a restaurant, you don’t just pay for the food—you pay for the experience. If you wish to command premium prices, you need to make the experience enjoyable.
Even signature products are part of a strong brand image. Tim Hortons has the Double Double, which many Canadians recognize.
“Double Double” is a coffee with two creams and two sugars. When you order it, you’re not just quenching your thirst; you’re participating in a Canadian tradition. It’s this kind of unique brand language that solidifies Tim Hortons’ image and makes it more than just a pit stop for coffee. It’s an experience, a ritual, and a community all rolled into one.
In your business, you should focus on being memorable and recognizable—even if you’re just starting out. If you think that everything has already been invented, think again.
There are always new catchphrases you can use, different angles to sell your products, and different ways to be relatable.
Tim Hortons Brand Positioning: It’s not Just About Being the Cheapest
Market positioning is the “position” that your brand occupies in your customers’ minds. I understand it’s closely related to brand image, so let me explain the difference.
To make the distinction, think of brand image as “how people see your brand,” and positioning as “how you want people to see you.”
In the world of coffee, competition is fierce. Tim Hortons squares off against giants like Starbucks and Dunkin’, but it carves out its niche by leaning into its Canadian identity and offering reasonable prices.
Affordability is a big deal in the fast-food world since people often look for the cheapest option. However, for your businesses, cheap prices might actually hurt you.
Just think about it. When you buy clothes, do you always look for the cheapest option? Or is there some brand you like to buy from even though they’re more expensive?
I keep repeating this in most of my articles, but it’s for a good reason. So many people think that cheap prices will make them stand out. In reality, they often make you blend in with all the other low-quality brands or service providers.
For Tim Hortons, it’s not just about being easy on the wallet. They’re a family-friendly destination with a welcoming vibe. It’s the kind of place where kids can enjoy a special menu, and adults can savor a quiet moment. This focus on community and accessibility creates a loyal customer base that views Tim Hortons as a cozy place that reminds you of home, not just a quick caffeine fix.
Tim Hortons Marketing: Great Offers Supercharged With Emotion
If you’re a loyal Eightception reader, you already know how important it is to lead with emotion, instead of logic. Tim Hortons does that really well with its exciting (and patriotic) campaigns.
- Proud Fathers: This ad shows the bond between fathers and their children, emphasizing themes of love, support, and Canadian identity. If you’re able to bring a tear to your customers’ eyes, I can almost guarantee you’ll make sales.
- Roll Up The Rim: Launched in 1986, this annual contest invites customers to roll the rim of their coffee cups for a chance to win prizes. These prizes range from free coffee to cars. You can only imagine how much excitement and sales this stirs up. People LOVE free things and will engage with your brand much more in order to get something without having to pay. Makes them feel special 🙂
- Chill To Win: This campaign encouraged customers to share photos of themselves enjoying iced cappuccinos for a chance to… Win prizes! This way, Tim Hortons also connected with a younger audience.
- Tim Hortons In Roblox: Let’s go even younger. Tim Hortons made a fast food place in a children’s video game, to connect with the kids. Yes, adults pay, but who asks them to get a doughnut?
- Be logical…?: Leading with emotion is definitely the best way to advertise. That said, the emotion won’t work if you don’t give your customers a clear win. Tim Hortons uses both emotional appeals (community involvement, Canadian identity) and rational appeals (menu variety, pricing). You should do the same: Have a logically amazing offer and supercharge it with emotion.
Recent Partnerships
Recent partnerships have also helped Tim Hortons stay relevant. The collaboration with pop star Justin Bieber, dubbed “Timbiebs,” not only spiked sales but also ignited social media, proving the power of celebrity endorsements.
Add to that partnerships with food delivery giants like Uber Eats and DoorDash, and you’ve got a brand that’s as adaptable as it is iconic. With a 15% increase in delivery sales, Tim Hortons shows it’s not just about tradition; it’s also about innovation.
You might not have access to Justin Bieber and UberEats, but you might be able to contact an expert in your field and get some credibility by working with them.
A lot of people have the limiting belief that “experts won’t work with them.” But I dare you to try and see what happens. People love opportunities, all you have to do is ask!
If you want to read more about this, Nike is another great example of celebrity endorsements.
Menu Diversification
Tim Hortons may have started with the basics—coffee and doughnuts—but it has since expanded its menu to cater to a wider audience. As the brand grew, it became more than just a coffee shop. Now, it’s a versatile dining destination where you can find a range of options.
I understand it seems like I’m advertising the place, but I have a reason for telling you this: you always need to work on your product. If you want your brand to be successful, you can never settle for a “good enough” product. There’s always a way to satisfy your customers more.
If you just focus on sales, you won’t make many. But if you focus on making an amazing product and making your customers happy, the money will follow.
Takeaways
Tim Hortons found success mainly by becoming a staple of Canadian culture. You don’t have to represent your whole country to be successful, but here are a few things to consider to become someone’s favorite brand:
- How will you build your brand image? (Canadian symbols: maple leaf, welcoming vibe)
- Are your products memorable? (Making your product stick in your customers’ minds like Double Double)
- How are you positioning your business? (Canadian identity and affordable prices)
- Is being the cheapest option good for your business? (If you’re in the fast food business, maybe)
- How are you marketing your products? (Logical offers supercharged with emotion, catering to multiple age brackets)
- Are you constantly improving your product? (Growing the menu as the brand grows)
And hey, maybe even try your luck at Roll Up the Rim. You never know, you could win big!
