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.
Having the new unified brand will better position Burlington to:
- share our stories about who we are as a city and the value of what we offer
- build local genuine attachment and pride for our city
- compete globally for jobs, investment and visitors
- attract top employers who will create strong impact and value in our community
- appeal to and retain top talent
- increase awareness of Burlington as a tourism destination and attract more visitors
Engagement Opportunities
There will be extensive staff, stakeholder and public engagement in 2020. 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.
The Customer Experience
The Burlington One Brand will be completely integrated into the Burlington customer experience. This means that regardless of whether someone is engaging with the Burlington brand in their day-to-day life, or with the Corporate Burlington brand (at City Hall, a park, on a bus, online, etc.), there will be consistency and clarity in Burlington’s commitment to upholding our promise.
Timing and Next Steps
An agency will be brought on to work with the City by the end of April 2020 to develop the branding.
Brand implementation is proposed for 2021.
Why undertake this rebrand project? The background
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.