Ride the Patriotic Wave With Strategic Brand Positioning

I’ve been thinking a lot about how the uncertainty around the threatened tariffs between Canada and the U.S. is affecting small business owners.

If you’re feeling anxious, frustrated, or just plain exhausted trying to figure out what this means for your business – you’re not alone.

And even though these musings are geared toward my fellow Canadian entrepreneurs, the strategies I’m about to share aren’t exclusive to us. Our friends south of the border can also tap into these ideas to strengthen their businesses.

Because at the heart of it, this isn’t just about trade policies – it’s about how we, as entrepreneurs, adapt, pivot, and find opportunities even in the middle of all this uncertainty.

Right now, in Canada, there’s a noticeable shift happening. A wave of patriotism is sweeping across the country.

People are actively choosing to support Canadian-made products and services and many are even boycotting American imports as a way to take control in an uncontrollable situation.

I’ve been watching this unfold on social media and in my own community, and honestly, it’s inspiring.

But it’s also a huge opportunity for small business owners – an opportunity to ride this wave, connect with your audience on a deeper level, and position your brand as the local hero people want to support.

So, let’s talk about how you can do that.

1) Show Off Your Canadian Pride

This might sound obvious, but you’d be surprised how many businesses don’t make it clear that they’re proudly Canadian. Now’s the time to lean into your Canadian identity.

For example, I’ve known Liz Bandelin from Abbotsford for many years. She’s the owner of Tega Tea and has been active in Canadian-based Facebook groups, reminding people that her ethical and sustainable teas aren’t just delicious – they’re Canadian-made, and her company is female-owned.

On top of that, she’s sending emails to her newsletter list, thoughtfully reminding her subscribers about her Canadian offerings.

She’s not being pushy about it; she’s simply showing up, being visible, and sharing her story, and it’s working.

People connect with that authenticity.

Take a page from Liz’s book:

• Add “Proudly Canadian” badges to your website and product packaging.
• Tell your story – why you started your business, what makes it uniquely Canadian, and how you’re contributing to the local economy.
• Don’t be shy about it. This isn’t bragging; it’s connection.

2) Tap Into the Social Media Movement

Social media right now is filled with hashtags like #BuyCanadian, #ShopLocalCanada, and #SupportLocal. If you’re not part of that conversation, you’re missing a golden opportunity.

Think about what Liz is doing – it’s simple but effective. She’s not running expensive ads or launching massive campaigns. She’s simply engaging in conversations, showing up where her audience is, and reminding them that they have a Canadian choice.

You can do the same by:

• Posting regularly about your Canadian roots and values
• Using relevant hashtags to reach people who are actively looking to support local businesses
• Sharing behind-the-scenes content that highlights your team, your production process, or your local community involvement

Authenticity wins every time.

3) Make It Easy for People to Choose Canadian

One thing that’s caught my attention locally is how supermarkets are putting signs in front of Canadian products, making it super easy for shoppers to identify them. It’s such a simple gesture, but it’s powerful.

When people are faced with two similar products, a little sign that says “Made in Canada” can be the deciding factor.

Here are some examples of how you can do this for your business:

• If you have a physical store, you can add signage that highlights Canadian-made products.
• On your website, you can create a dedicated section for your Canadian-made items.
• In your marketing materials, you can make it crystal clear where your products come from.

Don’t assume people know – you have to show them.

4) Partner With Other Canadian Businesses

There’s a real sense of community growing among Canadian entrepreneurs right now. People want to support not just businesses but entire ecosystems of local creators, makers, and service providers.

So, consider collaborating with other Canadian businesses by:

• Bundling your products together in a “Proudly Canadian” package
• Co-hosting events, online webinars, or giveaways to reach new audiences
• Cross-promoting each other on social media to build a stronger network

When small businesses support each other, everyone grows.

5) Educate, Don’t Just Sell

Consumers want to make informed choices, but they don’t always know the impact of their decisions.

You can help with that by:

• Sharing stories about how buying Canadian keeps jobs in local communities
• Explaining how supporting small businesses contributes to economic resilience
• Talking about how buying local can help mitigate rising costs (if tariffs do go into effect)

When people understand the “why” behind your business, they’re more likely to become loyal customers.

6) Create an Emotional Connection

At the end of the day, people don’t buy products – they buy stories, emotions, and experiences.

That being said, this wave of patriotism isn’t just about products – it’s about belonging.

So, how do you create that connection?

• Share your struggles and wins as a small business owner.
• Celebrate Canadian culture in your marketing – whether it’s through humour, nostalgia, or national pride.
• Show your customers that when they support your business, they’re part of something bigger.

I know this isn’t an easy time. Uncertainty is hard.

But here’s what I also know: Entrepreneurs are resilient. We don’t wait for the storm to pass – we learn how to sail in the wind.

The wave of patriotism we’re seeing right now isn’t just a trend; it’s a powerful shift in consumer behaviour. And you have the opportunity to ride that wave, and to not just survive these uncertain times, but thrive within them.

So, whether you’re in Victoria, St. John’s, or even reading this from across the border in the U.S., the message is the same: Lean into your values, connect with your community, and show up with authenticity.

Because in the end, people don’t just buy products. They buy stories. They buy connections. They buy from people they believe in.

And that my friend, is brand positioning in action, and where your power lies.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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