When you see the Swoosh, the Golden Arches, or the Apple with a “bite,” you likely immediately know the company associated with the logo and what the company sells. You may even look for the logo when you’re making a buying decision. Why not help your employees easily recognize your wellness program by branding your efforts. By formalizing your wellness program this way, you may increase participation.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
How effective can branding health initiatives be?
Just take a look at the National Heart, Lung, and Blood Institute’s The Heart Truth®, the first federally-sponsored national campaign aimed at increasing awareness among women about their risk of heart disease. The campaign included the Red Dress logo. Two years after the Red Dress launch, a Harris Interactive survey showed:
- 25% of American women could identify the Red Dress as the national symbol for women and heart disease
- 60% of the women surveyed agreed that the Red Dress made them want to learn more about heart disease
- 45% said the Red Dress would prompt them to talk to their doctor and/or get a check-up.
When you create a workplace wellness program brand, think about your organization’s:
- Key words
You may want to consider:
- Making the brand fun and lively so potential wellness program participants want to get involved.
- Going for simple words and images. You can always use a clever acronym to shorten a longer wellness program name. And, basic shapes and outlines may be easier to replicate and more effective than intricate pictures.
- Asking wellness participants for ideas. Then, asking for feedback on proposed branding before you implement it to make sure the branding will be well received.
An example of effective workplace wellness program branding
Heritage Community of Kalamazoo (Mich.), a continuum of senior care organization, which had been operating a wellness program for some time without a brand decided to give its program a name and logo. That way, any time the wellness committee puts out messages or sponsors events, employees instantly know the communications or activities are part of the wellness program.
The wellness committee came up with the POW Program. POW stands for Power of Wellness. Because one of the main areas of its wellness program is nutrition, Heritage, with the help of Hope Health, developed a logo that incorporates the iconic health food: the apple.
Check out this article from “Employee Benefit Advisor” where Wendy Haan explains the benefits of branding in more detail.