Brand promise / brand voice

WE SUCCEED BECAUSE WE CARE.

The Dundee Precious Metals Brand Promise Usage Guidelines

Generally speaking, this is an internal Brand Promise. It represents our Core Values and our Vision into one succinct and easy to remember idea, that collectively guides our behaviours. However, there are some occasions when it may be appropriate to include it in external messaging: • In situations where it can be explained and given context, such as speeches, presentations to business audiences, corporate social responsibility report, etc. it may be used. Generally these are also

situations where we know who the audience is. • In situations where we are advertising or promoting ourselves and where we may not have the luxury of being able to explain the context of the brand promise, and where we do not have control over who is in the audience, we should not include the brand promise. • Please contact Paul Proulx SVP Corporate

Services for prior approval before using the Brand Promise in any materials.

OUR BRAND PROMISE AND THE CONTEXT

When we do choose to include the Brand Promise, please ensure that the message is clearly communicated that “We” does not only mean DPM, but “We” also includes employees, communities, governments, investment community and some environmental NGOs.

We succeed because we care.

DPM and Foundational Stakeholders share a

mutually reliant

partnership. DPM and Stakeholders achieve success because of the power of

partnership. A powerful emotional

differentiator. If our behaviours demonstrate that we care about employees, communities, environment, reputation of governments, and investment of our shareholders, we will differentiate in a meaningful way.