BURLINGTON BRANDING TOOL KIT

WELCOME!

When Burlington Wins So Does Your Business!

Here are tools and ideas to help you attract visitors to your business by showcasing the very best that Burlington has to offer. These tools will help Burlington area businesses work together to speak with a unified voice about the appeal of our region. Many individual voices together makes one powerful chorus amplifying Burlington’s marketing message and generating strong business results. Want to get involved? Read on!

BURLINGTON BRANDING LOGO AND USAGE GUIDE

Consistent, Quality Repetition Works!

The Burlington Branding Logo instantly communicates our region's unique attributes and reflects the primary insights of the Burlington Branding Research. Include the Logo in all your marketing endeavors and follow the accompanying Usage Guide to maximize its impact — the more Logo impressions that are out in the world, the more Burlington awareness will increase!

Click here for the Printable Logo and Usage Guide.

Click here for the Printable Application For License To Use The Burlington Branding Logo and/or Slogan Mark.

BURLINGTON BRANDING SLOGAN MARK

Consistent, Quality Repetition Works For Slogans Too!

Some people remember a visual image better. For others, a catchy phrase sticks in their mind. Use the Burlington Branding Logo and Slogan together and have even greater impact on the target markets. 1 + 1 = 3 (Really!)

Click here for the Printable Slogan Mark and Usage Guide.

Please note: Burlington area residents fully embraced the Burlington Branding Project’s goal of coming up with a great slogan that would encapsulate the attributes of our region to intrigue “outsiders”: The Burlington Free Press and Seven Days mounted a blog and a contest respectively, leading to hundreds of slogan submissions. The Project reviewed each and every one of these “citizen” ideas, along with slogans from Lake Champlain Regional Chamber of Commerce and Burlington Business Association members, and, lastly, those slogans created by a professional copywriter. Thanks to all for their creative submissions!

PHOTO DO’S AND DON’TS

Here are 5 Do’s and 5 Don’ts as a guide for using photos in the marketing of your business.

5 DO’s

1. DO BE SPECIFIC: Images of Burlington need to be as distinctive as our region. So when planning or choosing your photos, always think about presenting an image that creates a sense of place, and that is uniquely Burlington. For example, for a Lake or Waterfront photo, consider a composition that includes the distinctive ECHO Lake Aquarium and Science Center, or the Boathouse, or Spirit of Ethan Allen III.

Even if traditional Vermont images are essential for your business, try to achieve a “twist,” so that the Burlington region is presented as “Vermont,” but with a special difference.

The Burlington Waterfront is given a sense of place as the sun sets over ECHO Lake Aquarium and Science Center.
Photo by Nick LaVecchia used by permission of ECHO Lake Aquarium and Science Center.
www.echovermont.org & www.nicklavecchia.com

2. DO LINK THE CITY AND LAKE CHAMPLAIN: Images that present both the urban aspects of the city with the lake and surrounding mountains are ideal. Research shows this is rare combination of nature and urban pleasures is the major draw for visitors and new residents to our region.

3. DO PRESENT THE “FIVE SEASONS”: It’s essential to market Burlington as a four-season destination to boost travel and tourism and encourage people to want to live here. Even Mud season has a quirky appeal — so please consider this when presenting your business.

Sugaring season at Shelburne Farms shows that Burlington’s rich cultural heritage can be enjoyed by visitors of all ages, at any time of the year.
Photo used by permission from Shelburne Farms.
www.shelburnefarms.org

4. DO USE PHOTOS FROM SPECIAL EVENTS: Spontaneous moments at community events give the viewer an immediate sense of our lifestyle and sensibilities and promote a reason for people to visit.

Active photos like this example – of Gemini Trapeze at First Night Burlington –
demonstrate that Burlington has exciting festivals and events to enjoy.
Photo by Steve Mease used with permission.
www.firstnightburlington.com& www.kodakgallery.com/smeasephotos

5. DO SELECT PHOTOS OF THE HIGHEST QUALITY: If you are not sure if your photos are suitable for marketing purposes, feel free to call the Chamber and someone from the Branding Project will be happy to help you. In general, photos should have a positive feel, emphasize vibrant colors, and use dynamic angles and cropping.

5 DON’TS

1. DON’T BE GENERIC: A shot of boats on Burlington’s Waterfront is wonderful, but ask yourself: Could this photo have been shot on Cape Cod, Lake Placid, Portsmouth, or Montreal — all competing destinations for time and travel dollars?

This dramatic shot of Snocross races at the Champlain Valley Expo shows another great event to attract visitors – and that Burlington is close to the mountains.
Photo by Steve Mease, used with permission by the Champlain Valley Expo.
www.cvexpo.org & www.kodakgallery.com/smeasephotos

2. DON’T SHOW HEAVY CROWDS: Shots that show Burlington as jam-packed with people is certainly not the “norm” and it will not translate to the “escape” experience that research says is a catalyst for visits. Conversely, shots of happy people in groups are energizing. Balance is required.

3. DON’T EQUATE NATURE WITH WILDERNESS: Presenting the image that Burlington is a heavy rural area will not positively impact business. Research shows that most tourists are looking for an “urban-rural” experience, i.e., a sophisticated city with beautiful natural surroundings. Burlington provides a comfortable and safe outdoor experience, not a wilderness; which is perceived as too challenging for the average visitor.

Visitors will want to experience Burlington's natural surroundings as depicted by children playing on the Shelburne Museum grounds, in front of the distinctive visitor center.
Photo by Miki Duisterhof used by permission of Shelburne Museum.
www.shelburnemuseum.org

4. DON’T CONFUSE OUTDOOR ACTIVITIES WITH EXTREME SPORTS: Photos of extreme outdoor activities are exciting but present a brand image that will attract only the most edgy and athletically accomplished visitor.

5. DON’T USE POSED OR STATIC SHOTS: Photos with people looking active and natural are far more engaging than shots that are obviously posed.

RECOMMENDED PHOTO SUBJECT MATTER

The following are specific examples of photo subjects that reflect the branding research. We welcome your suggestions to add to the ongoing list.

• LAKES AND MOUNTAINS, PLUS: Images that include the Lake and surrounding mountains with urban/rural architecture or urban/rural scenes; aerial photos of cityscape and Lake.

• LOCAL SHOPPING: Authentic, locally-owned stores; Church Street Marketplace; historic village shops; local shops mixed with national brand stores.

• ARCHITECTURE: Distinctive images such as Union Station with its flying monkeys; Flynn Theater; ECHO Lake Aquarium and Science Center; Firehouse Gallery; North Avenue’s Mermaid House.

• CHURCH STREET MARKETPLACE: A top local attraction in every season.

• LODGING: Charming hotels, B&B’s, and resorts.

• ATTRACTIONS: Major attractions’ exterior and interior shots such as Vermont Teddy Bear; Ben & Jerry’s; Shelburne Museum; ECHO Lake Aquarium and Science Center; Spirit of Ethan Allen III; Northern Lights; Lake Champlain Ferries; Lake Champlain Maritime Museum; Shelburne Farms; Robert Hull Fleming Museum; Dakin Farm; Magic Hat; Vermont Wildflower Farm; Cold Hollow Cider Mill; Green Mountain Coffee Roasters Visitor Center; Champlain Valley Flyer; Historic Sites; Herrmann’s Royal Lippizan Stallions of Austria; etc.

• RESTAURANTS: Diverse restaurants and their cuisine, the chef cooking, visitors dining on the patio.

• ART GALLERIES: Art galleries, artists at work, people joining in art activities, such as at a pottery wheel.

• PUBLIC ART: Whale Tails (Williston); The Winged Monkeys (Union Station, Burlington) Pomerleau Neighborhood Park (Shelburne Road, Burlington); Waterfront Park sculptures; Kindred Spirits (UVM Fleming Musuem); Church Street Marketplace sculptures and fountains; Maple, Apple, Birch installation (Burlington International Airport).

• MUSIC: Eclectic musicians performing in wide-range of venues.

• CHAMP: Creations interpreting Champ, the Lake Monster.

• SIGNS GIVING A SENSE OF PLACE: Road signs, barn-side signs, unusual town signs, distinctive business signs, like on Pine Street.

• BUSINESSES: Local Vermont businesses and entrepreneurs: Burton Snowboard, Seventh Generation, JDK, IBM, Fletcher Allen Health Center.

• OUTDOOR ACTIVITIES: Especially non-extreme sports such as nature shots of couples/families biking, kayaking, canoeing, swimming, skiing/cross country/snowboarding/skating, hiking, walking; Vermont State Parks.

• HAPPY PEOPLE: People browsing in shops, holding hands, sharing a romantic moment. Friendly interactions, group of friends and/or family enjoying themselves. Couples in a spa, strolling amidst nature. Someone reading a book on a bench, relaxing on the swings on the Waterfront Boardwalk. Note: Ideally collections of people represent a wide range of ages and reflect cultural diversity.

• FESTIVAL AND EVENTS: Chew Chew Festival; Discover Jazz; Magic Hat Mardi Gras; Vermont Balloon and Music Festival; Shelburne Farms and Shelburne Museum summer concerts; Mozart Festival; Kids Day; ECHO Earth Weeks MudFest; classic car shows; naked bike riders; bike riders at the drive in, etc.

RECOMMENDED COPY POINTS

Are you looking for a little inspiration to help write copy for your web site or marketing brochure? Here are some copy points to help you craft a strong message to about the Burlington area to visitors or job recruits.

These copy points were developed from the nice things people said about us in during the focus groups aspect of the Burlington Branding Project, and will help you promote what “Burlington is” and what “Burlington has to offer.” Using assets described by “outsiders” is a good idea. Why? Because when you talk about our strengths as perceived by “outsiders,” your overall message will ring true and be more accepted with the target audience.

These points are designed to help you promote what “Burlington is,” or what “Burlington has to offer.”

For other ideas, check out the many “superlatives” in the Tool Kit’s “Awards and Honors” and “Quotable Quotes.”

GENERAL WORDS

• Quirky Hip.
• Friendly.
• Inclusive.
• Creative.
• Lively.
• Surprisingly diverse.
• Relaxed, but never staid.
• Authentic.
• Artsy.
• Artsy and approachable.
• Unpretentious.
• Welcoming and accepting.
• Affordable.
• Uncrowded.
• Unhurried.
• Accessible.

THE PEOPLE & LIFESTYLE

• Friendly and helpful people.
• A Vermont welcome.
• Warm and welcoming.
• Helpful but not in your way.
• (Also see “General Words.”)

OUTDOORS

• Outdoor fun.
• Outdoors and accessible.
• Lakes and mountains.
• Lakes and mountain views.
• Outdoor activities for the whole family.
• A great place to play.
• Lots of ways to play.
• Four seasons of fun and play.
• For families that love sports.
• A great walking city.
• Tree lined streets to stroll.

SHOPPING

• Church Street Marketplace.
• Fun shops.
• Charming shops.
• An authentic shopping experience.
• Lots of locally-owned shops.
• National brand stores.
• Outlet stores.
• Vermont products to take home.
• Healthy Vermont products.
• Country stores.

DINING

• Chef-owned restaurants.
• Authentic, local restaurants.
• Restaurants with local fare, everywhere.
• Fine dining without the fancy.
• Restaurants with creative fare and flair.
• Craft brewed beers.
• Organic produce.
• Farm to table.
• Locally grown.

NIGHTLIFE

• Lively nightlife.
• Live music everywhere.
• Live music Mecca.
• Hardly ever a cover.
• A hip, arts town.

HERITAGE & CULTURE

• Lake Champlain.
• Lake Champlain, home of “Champ.”
• An outstanding performing arts scene.
• A mecca for the visual arts.
• A rich, diverse arts and cultural scene.
• Museums rich with history.
• Landscapes rich with history.
• An historic downtown.
• A lakeside town rich with history.
• Museums celebrating everything from our American heritage to Lake stewardship.
• Historic villages.
• Covered bridges.
• Maple syrup.
• Sugar on snow.
• Sap buckets in the sugarbush.
• Roadside stands and farmers’ markets.
• Fairs and Field Days.
• Antiques, auctions and craft fairs.
• Sleigh rides.
• Foliage.
• Barns.
• Historic church steeples.
• Country stores.
• First State after the 13 colonies.

AWARDS AND HONORS

Mentioning Burlington’s extraordinary accomplishments in your marketing materials is a plus. We’ve got so much to be proud of!

2007

• Named "Best Green Place to Live in America" by Country Home magazine.
• One of "Best Places to Retire Young" by CNNMoney.com.
• Burlington featured in bestselling book "1,000 Places to See in the U.S.A. & Canada Before You Die" by Patricia Shultz.
• Winner "Best Town" competition on Burbia.com.

2006

• Named runner-up (Boulder, Colo. was first) in "Best All-Around" town category in "Best Outside Towns" by Outside Magazine.
• Ranked #4 in "Top Ten Cities for Beer Lovers" by Shermanstravel.com on MSNBC.com (behind Amsterdam, Berlin and Brugge, Belgium).
• Designated as a "Bicycle Friendly Community" by the League of American Bicyclists
• Featured as a "Great Garden Town" in Organic Gardening magazine.

2005

• Designated as a "Bicycle Friendly Community" by the League of American Bicyclists.

2004

• One of the Top 10 “Best small cities to do business in” by Inc. Magazine.
• Ranked #6 in the world for “Destination Stewardship” by National Geographic Traveler magazine.

2003

• “The “Perfect small city” by National Geographic Traveler magazine.
• The Northeast’s “Best place to live” by Men’s Journal magazine.
• Host to “One of America’s Top 10 Marathons” by Runner’s World magazine.
• “The Healthiest City in America” by Self magazine.

2002

• Ranked “one of America’s best places to live” by job-seeker website monster.com.

2001

• America’s most “Child-Friendly City" by Zero Population Growth.

2000

• One of America’s “50 Best Places to Live" by Maturity Magazine.
• One of America's “10 Fittest Cities for Women" Health Magazine.

1999

• Ranked #1 in "Top 10 Cities to Have it All” by the Arts & Entertainment Network (A&E).
• One of the “10 College Towns Worth a Visit” by Princeton Review: The Best Colleges.
• Ranked #1 for "Families That Love Outdoor Sports” by Outdoor Explorer magazine, premier issue.

1998

• Discover Jazz Festival called “One Of The 10 Best Festivals In The Country” by U.S. News and World Report.
• "One of 15 Best Walking Cities in America" by Walking Magazine.

1997

• "One Of 10 Great Places To Raise A Family” by Parenting magazine.
• "One of the 25 Most Livable Cities in America” (with populations under 100,000) by U.S. Conference of Mayors.
• Great American Main Street Award,” from National Trust for Historic Preservation.
• "One of America's 10 Most Enlightened Towns" by Utne Reader magazine.

1996

• "One of America's Top 10 Hippest Arts Towns," by author John Villani in “The 100 Best Small Arts Towns in America.”
• One Of “America’s Seven Best Retirement Cities,” by New Choices magazine.

1995

• “Burlington: Number One Dream Town—Where To Find It All” by Outside Magazine

QUOTABLE QUOTES

Here’s a selection of Burlington accolades from national media. Feel free to “cherry-pick” for your marketing campaigns!

QUOTABLE QUOTES

• “What if you were to design the perfect small city?…What you’d end up with would look a lot like Burlington, Vermont.”
— National Geographic Traveler

• “We found Burlington, with its mix of old and new, rural and urban, to be a perfect place for a weekend getaway.” — Boston Globe

• “A picturesque town on the shores of Lake Champlain featuring turn-of-the-century homes and Norman Rockwell charm.”
— Montreal Gazette

• “You need only drive a few minutes beyond its limits to find yourself surrounded by lakes, crystal rivers, and trail-packed woodlands.” — Men’s Journal

• “When it comes to art, this small town thinks big. Works by local artists adorn the walls of nearly every restaurant, office building and retail establishment.” — New York Times

• “Vermont can also boast of Ben & Jerry's, the only Independent US senator, a firm commitment to sound ecology, a fierce resistance to the Walmart-ization of small towns and a healthy desire to save the planet! This free spiritedness is done with a great love of the outdoors, of every kind of sport you can practice in the open air, and an appreciation of good food.” — Frommers.com

• “Over the past few years, chefs and artisanal producers have been using the state’s exceptional ingredients to turn Burlington and its outskirts into a bona fide food destination.” — Food and Wine Magazine

• “Loaded with a dizzying array of good restaurants, theaters, coffee shops and stores. For a town of this size, Burlington also has a rollicking nightlife. This lakefront city draws artistic, outdoor-loving types from around the country, yet somehow retains a bit of small town charm.” — BIKE Magazine

BURLINGTON BRANDING RESEARCH INSIGHTS

As you think about making business decisions and creating your marketing campaigns, the following insights from the branding research should be helpful to you. But we hope you will take the time to review — and take to heart — the comprehensive data available in the Tool Kit’s "Burlington Branding Creative Brief" and "Burlington Branding Research and Recommendations."

Montrealers

Burlington is “a whole other world.” It is a world away, but right nearby. It is about “crossing a border” and the excitement one gets from that, yet it’s very accessible.

Bostonians

For Bostonians, Burlington is a bit unknown. It is the “far north, a stopping-off point en route to Montreal.” It is a place where one has to have a “reason to travel” such a distance (defined as more than two hours by car)…On a positive note, the key association with Burlington for Bostonians is “get away” and this goes to the core of their requirements for weekend travel.

Discovery

Discovery is a consistent theme, sometimes expressed as serendipity or adventure. Visitors speak of the “found object,” the unplanned schedule, the unexpected restaurant, gallery or music experience--a welcome relief from their regimented agenda-driven lives.

Time to Reconnect

Reconnection was a consistent theme: with one’s self, values, health, partner, family, old friends, and nature. It is a commonplace to say that modern humans are alienated from something essential, and Burlington is a place tailor-made to facilitate reconnection.

To Do, Or Not To Do

People were unable to identify a singular activity, event or moment associated with Burlington. (As gambling with Las Vegas, for instance). Rather, they consistently described a wide range of outdoor activities or activities like browsing, people watching, eating out or getting cozy at an inn.

Get Away for a Getaway

In both Boston and Montreal, a key theme is to “get away.” Whereas locals see Burlington as cutting edge, urbanites see it as an antidote to frenzy. Virtually all urban respondents spoke of feeling trapped, exhausted, depleted. They come here looking for respite, not city craziness.

Fantasy: Escape, not Retreat

Monks go on retreats. Visitors seek escapes. There is a picture-postcard aspect to Burlington, but it is a large town/small city — an escape, but not a retreat. This differentiates Burlington from smaller, more rural destinations.

For Romantics

For “being naughty” there’s Montreal, and for a “hot” time, there’s Vegas. But for a quiet, romantic time there’s Burlington. It’s a place to reconnect and re-engage. It’s “a place to hold hands,” but with advantages of a larger city like dining, shopping and lots to do.

Authenticity

Visitors envy Burlington’s authenticity and see our people as unpretentious, genuinely friendly and helpful. People imagine Burlingtonians are building a life on their own terms, concentrating on “what matters most.”

Acceptance: Chill not Frosty

Visitors feel included here. They see Burlington as welcoming, non-judgmental, supportive, and collaborative. As one Montrealer put it, people are “chill” and mind their own business, but when you talk to them or ask for help they are very nice.

Agri not Aggro

For visitors, Burlington is “agri,” associated with farming which they see as rural and simple. By association this is relaxing and recharging — an antidote to adrenaline.

Hip not Hick

Most people in this region consider Burlington to be hip. But most visitors see Burlington as not-hick — something quite different. Hip-but-not-hick is rural, but not threatening.

BURLINGTON BRANDING CREATIVE BRIEF

Burlington Branding Creative Brief
Burlington Branding Project
Lake Champlain Regional Chamber of Commerce
Developed by Bill Wilkie, Charism Advisors

Please note: This report has been minimally edited to attribute direct quotes from focus group participants and to eliminate process references directed to the Burlington Branding Project and the Lake Champlain Regional Chamber of Commerce.

Communications Objective

To increase desirability and frequency of four season leisure travel to Burlington.

What are we marketing?

Burlington tourism.

Burlington is a great place, with a powerful--and unique in New England--combination of physical beauty, friendly people, a major lake, mountains, art, music, boutiques and an optimistic, inclusive, and creative mindset. Awareness of these dimensions is low among tourists. Burlington needs a clear and focused brand idea to focus the “why” of visiting Burlington, create affinity, drive return visits, and generate buzz among friends and acquaintances.

Who are we talking to? (Target Audience)

Couples and families that live in the city and suburbs and who crave a getaway.

What do we know about them that would be helpful? (Target Detail)

They feel hammered by their daily routine, and often disconnected from their best self. They like to be stimulated, so they don’t seek a retreat to the wilderness. But they crave an opportunity to get away for a few days to reconnect, rekindle, and recharge. Their ideal time is to “chillax” (chill out and relax), without an agenda and to discover things that end up filling their day with fun activities (from coffee shops to waterfront walks to mountain hikes, to skiing, to meandering drives, to boutique shopping, to catching music at night after a good dinner). They like the clean glow they get and take can home.

What is the one thing we wish to get across? (Strategic Platform Idea)

When you visit Burlington you will change your scenery.

Why will this resonate or ring true? (Support)

People crave a change in scenery. But they want to discover it on their own terms, with their own rhythm. Changing scenery happens for visitors, and for Burlington, throughout the year. And with each visit, and throughout the day and into the night, visitors can discover more and more things to do and enjoy. Changing your scenery throughout the seasons in Burlington is a great way to get away and get back to your best self.

Brand Personality

Assets to keep in mind

BURLINGTON BRANDING RESEARCH AND RECOMMENDATIONS

Click here to access the comprehensive Burlington Branding Research and Recommendations.

CONTACT US

We’d love to hear your response to the Burlington Branding Project, and any ideas that the branding research, recommendations, and Tool Kit might inspire.

Please click here to send us an e-mail.