Branding

Every time we say or write something about our brand to the public, we are making a deposit in our image bank. Over time, if what we say or write is consistent and positive, these deposits create an asset every bit as valuable to us as the building and the furniture. If we aren't consistent in what we say and write, we not only lose an opportunity to build up our image account; we actually lower its value by confusing people.

That's why we ask you to adhere to the following guidelines when communicating to the public about The Hotel Burnham.

Strategy

Born of modern style and historic passion, The Hotel Burnham is truly a luxurious and uniquely Chicago experience.

Positioning

The Hotel Burnham, ingrained in Chicago style and history, offers guests the comfort and service they expect from any luxury hotel in an experience that can never be replicated. A symbol of the city itself, The Hotel Burnham is Chicago's first love.

In 1895, it was both a modern miracle, as the first steel skyscraper, and the establishing piece for Chicago architecture. Its remarkable transformation into a luxury hotel with a historic atmosphere continues to make headlines. The Hotel Burnham ingrains itself further into Chicago history as the cornerstone for the city's newly renovated State Street.

The hotel uses the architectural language of the 1900s to surround guests in a singular adventure of comfort and luxury. Wrought-iron detailing, marble flooring and an elaborate mural set the tone the second guests step in the lobby. Immersed in a true turn-of-the-century office building, upstairs guests discover terrazzo floors, hand-painted room numbers on glass doors, and engraved doorplates that only accept real metal keys.

With elegant interiors, plush furniture and modern amenities, travelers experience the essence of 1900 Chicago in comfort and style in each room. The Hotel Burnham captures the soul of historic Chicago without sacrificing a thing.

From the time they wake to the sunlight weaving its way through the Chicago skyline to the time they fall asleep on their plush, overstuffed beds, guests experience the true Chicago spirit. Business travelers often find themselves in hotels that are identical, city to city, country to country. The Hotel Burnham stands apart, surrounding guests in the spirit, history, luxury, and charm of Chicago itself.

If the Hotel Burnham were:

A person, it would be Daniel Burnham.
A musical composition, "My Kind of Town" by Frank Sinatra.
A drink, it would be a dry martini.
A game, it would be baccarat.
A flower, it would be an orchid.
A car, it would be a '50s Mercedes-Benz 300 SL.
The Hotel Burnham is a work of art itself.