We’ve often heard the ‘quote’ if you build it they will come. But when it comes to well-being programs, you have to do more than just build a program.
Communication drives awareness and participation in the well-being program. A well-being program needs to be well communicated to the workforce. If it is not well communicated, you can expect program engagement to be low. A key element of well-being program communications is having a brand. Let’s explore some of the basics of building a brand for your well-being program.
The first element of a well-being program brand is a name.
The name must be meaningful and descriptive. But also keep it short. When choosing a name try to avoid topics that are singularly focused, like fitness. The name should be reviewed by different groups of people to ensure that it is not offensive to anyone.
One approach we have used successfully with our clients is to hold a naming contest and have your employees suggest names. Then have the Wellness Committee vote on it or select a few finalists that best represent the vision and mission, and have employees pick the final one. Having first determined your vision and mission statements may help guide the naming process. If you are choosing a name for a large corporate well-being program, you may want to research trademarking as a step in the process, so as not to choose a name that another entity has already legally registered.
The second element of the brand is a logo. The logo is the graphic image that will be the visual imprint and instant recognition for employees. The logo should be used on all communications materials for the well-being program. If your organization has an internal marketing department, they may serve as a resource to create the logo based on the vision/mission statements and name. Alternatively, you may have artistically talented employees. Consider holding a logo drawing contest so that employees can submit entries. Then select three finalists for everyone to vote on.
The final element of your brand is a tagline. A tagline serves as a short descriptor for the theme of the program. It can also reflect the concepts in the vision and mission statements.
The name, logo and the tagline should all fit together as a single package.
Let’s look at a few examples of well-being program brands.
This is an example from AdvancingWellness client the Museum of Science. The program name is Be Well. The tagline is Be All That You Can Be and the logo is this cute bee.
This is another example from AdvancingWellness client Web Industries. The program name is W.E.L.L. The tagline is Web Employees Living Longer. The name and tagline were chosen through a naming contest. And here is the program logo.
This final example is from Raytheon Corporation, a defense contractor that makes a variety of military systems including radar. The program name is Mission Health. The tag line is Put Your Health on the Radar. And here is the logo. You can see how the name, tagline and logo all connect to their business.
Using these foundational elements of building a well-being program brand, I’m confident that you’ll create a program that will attract and engage your workforce.