Especially around the Super Bowl every year, where the world’s biggest brands market the hell out of their products – some eliciting raw emotion and others promoting downright ridiculousness for the sake of memorability – branding is top of mind for me. Now as a marketer professionally, I think a lot more about branding than the average person.

I’m constantly evaluating how companies (and people) represent themselves. It’s a blessing and a curse really. I am always analyzing and critiquing what lies before me, from logos and font choices to tone of voice on social media and simple word choices… An effective brand, by definition, should be simple, memorable, and consistent. We are fortunate to live in a state that has arguably one of the most iconic brands. Yet it’s one of the most simple, memorable and consistent brands of any state.

Over the years, I’ve spent a lot of time reflecting on what my brand is, as a person, as a Vermonter, as a blogger, and how it relates to the world around me. My brand is authentic and vulnerable. Relaxed and approachable. Friendly but direct. Flannel and flip flops. Craft beer and commonality. Positivity and purpose. [Or at least I hope my brand represents these values…]

The Brand of Vermont & Vermont’s Identity

Vermont’s identity is powerful. Sure, our state might be tiny, but its brand sure is mighty. And many of us who call the Green Mountain State home have chosen to live here for what the Vermont brand encompasses. Unspoiled landscapes, outdoor recreation, natural beauty, adventure, maple syrup, craft beer, cheese, agriculture, mountains, skiing, wellness – what I like to describe as “whole living”.

At the core of the Vermont brand is the promotion of the shop-local, shop-small movement. We pride ourselves on supporting our neighbor. For choosing locally grown. For being good people. And for applauding initiative, creativity, and hard work of others locally. Vermont is the representation of the people who strive daily to make it an warm and welcoming place to be.

So when it comes to Vermont brands, which are the most iconic? If there were a Super Bowl of Vermont businesses, which would be starring as the most consistent, memorable, and authentic? Here are some of the most iconic Vermont brands we love… For the quality of their products, their missions, visions, and values, and the ways in which, they too, underscore the Vermont brand.

Iconic Vermont Brands We Love

Cabot Creamery Co-operative: Let’s put the delicious cheese aside for a second… I haven’t met a better stick of butter or a can of whipped cream that begins to match the deliciousness of the dairy-based products from Cabot.

Darn Tough Vermont: A company that is willing to guarantee their wool socks for life is a company I will support for life. And, Darn Tough socks keep the tootsies super warm in the winter months. And they’re stylish.

Bernie Sanders: From Bernie Sanders action figures to Bernie earrings, Senator Bernie Sanders is one person in our state who has a stronger brand presence than most businesses. #feelthebern #berniehairdontcare

Tata Harper Skincare: Skin care is one splurge area in my life I don’t feel badly about. With the often harsh temperature changes in Vermont, I am a huge fan of Tata Harper’s organic, non-toxic concoctions that smell and feel amazing.

Vermont Flannel: Once you experience the heft, softness and quality of a Vermont flannel shirt, hoodie or pajama pants, no other flannel items will compare.

Vermont Pub & Brewery: Even though Vermont has more breweries per capita than any other state now, Vermont Pub & Brewery is a notable beer brand for the legend Greg Noonan left in the industry and the beer community he started.

Zutano: There are no cuter baby clothes than from Zutano. Their cozie fleece booties and cozie fleece bear hats are my go-to for expecting mamas. Quality, comfort, and cuteness.

Ben & Jerry’s: Perhaps the most iconic Vermont brand, is there really better, more playful and flavorful ice cream in the world?

King Arthur Flour: From flour to cake and cookie mixes, King Arthur is one of Vermont’s oldest companies, dating to 1790. Community is at the core of its brand, with real-time baking experts available for tips and tutorials.

Orvis: No Vermont brand encompasses outdoor recreation quite like Orvis, with quality clothing, gear, and, my favorite, dog beds.

Lake Champlain Chocolates: From chocolate coins to gourmet truffles and unique chocolate bars, Lake Champlain Chocolates is a favorite Vermont creator for their creativity and craftsmanship.

Burton Snowboards: With outdoor adventure at the foundation of Vermont tourism, Burton continues to underscore Vermont as a destination for winter recreation.

Gardener’s Supply: 100 percent employee owned and rooted in Vermont culture, Gardener’s Supply offers earth-friendly, USA made products to encourage growing your own and opting outside.

What Vermont brands do you love? What Vermont brands do you think are most iconic of the spirit and identity of Vermont? Share in the comments below to keep the conversation going.