Brand Purpose and benefits
Burlington is undertaking a rebranding project. The goal of this Burlington One Brand project is to create a single, unified brand that speaks to one city, one story. The new brand will be rooted in a strong brand promise that is reflective of our community and speaks to our residents, our businesses, our City staff, visitors and the world.
The total budget for Phase 1 and 2 of the One Brand project is $250,000.
This is a joint project between Burlington Economic Development, the City Manager’s Office and Corporate
Communications that will leverage existing budgets already allocated to marketing and communications.
For the average resident, the allocated spend for Phase 1 and 2 works out to about $1.25.
UPDATE: Work on Phase 1 Research and Phase 2 Development of the Burlington One Brand is on hold until 2022 as a result of the circumstances surrounding the COVID-19 pandemic. Prior to placing the project on hold, and following an extensive RFP process, BT/A Advertising was selected as the agency partner for the project. The redevelopment of the Burlington Economic Development http://investburlington.ca website was reprioritized and launched in November 2020 to continue investment attraction and business retention and supports. Tourism Burlington also plans to launch a new http://tourismburlington.com website in early 2021.
How will a new Brand Benefit Burlington?
| The One Brand will capture the Burlington story |
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| The One Brand will reflect our diversity and be incorporated into the Burlington customer experience |
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| The One Brand will help our economy thrive |
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| The One Brand will save us money and create efficiencies in the long-run |
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- Jobs
- Investment
- Visitors
- Employers
- Talent
- Visitors
Why is this project important for Burlington?
As a result of the direction provided in the City of Burlington's 2015-2040 Strategic Plan "to create one brand for people and business," and the Red Tape Red Carpet recommendation to “develop a clear vision and associated branding strategy at the City of Burlington with respect to business attraction and development,” a project team comprised of Burlington Economic Development, City of Burlington Corporate Communications and Tourism Burlington has been formed to begin the development of the new, comprehensive, city-wide brand for Burlington.
The development and implementation of the brand will also directly contribute towards advancing the City’s 2018-2022 From Vision to Focus work plan. This branding project supports Focus Areas 1 and 5 in the Vision to Focus work plan with complete brand integration into the Burlington customer experience.
Burlington’s current brand identity was created in 2002 and does not accurately capture Burlington’s story today. Branding for Burlington is currently dispersed across three key areas; residents and city employees, businesses and visitors. The Burlington One Brand project is an opportunity to unify and update our identity and share our stories.
| Due to COVID-19, timelines are delayed. Phase 1 Research, Phase 2 Development and the respective implementation of the One Brand (Phase 3) are delayed with the project team revisiting launching Phase 1 in December 2020, for consideration to begin work in January 2021. Reprioritization of the Burlington Economic Development website development component of the project will begin work immediately to continue investment attraction and business retention and supports. |
There will be extensive staff, stakeholder and public engagement for this project.
Diverse voices need to be heard and represented as part of the One Brand development to create an identity that speaks to our residents, our businesses, and the world.
Additional details will be shared as available.
Tourism: increased awareness of Burlington as a top-choice destination. Perception of Burlington is improved and the Burlington story is well known, ultimately resulting in more visitors.
Business: attract talent that will help our economy thrive. Attract top employers looking for that talent. Existing businesses will benefit from this and be more likely to stay in Burlington.
Community: be part of a prouder, more connected community. Enjoy a vibrant, growing retail and commercial environment. Increased tax base means less tax burden on the individual citizen. Improved customer experience with City hall and facilities.