A Good Brand Is Critical to Wellness Program Success

Branding can help position a health and wellness program as an important component of your corporate culture. Creating a brand for your wellness program generates the same benefits as effective branding for a corporation. Done correctly, it can inspire and motivate your employees and help you develop a culture of health. A good wellness brand can boost recognition, consistency and employee engagement.

While several traditional brand elements are predetermined when it comes to an employer wellness program, such as audience, position and corporate management goals, there are at least four branding elements that need to be well defined and strategically planned.

First, establish a wellness program identity that ensures recognition and identification. Wellness identity includes items such as the name of the program, the logo, a tagline, the colors used in presentation materials, and the overall look and feel of the program. The goal is to have employees see wellness materials, know exactly what they’re looking at, and then make the connection between the company, themselves and the program.

Second, identify the wellness program values that are associated with a healthy lifestyle and that are conducive to your organization’s culture. For example: productivity, adventure, ability, happiness or strength. Pick one or two as the focus of the corporate program and remain specific and focused on these core values when developing your program. No two corporate cultures are alike; identify what your employees value. 

Next, focus on communications and messaging. A consistent wellness program message effectively communicates what is important about the brand. When selecting a message consider tone, word choice and voice. A good message reflects a cohesive program that is vital to employee engagement. Equally important are the methods and channels chosen to convey the message.

Finally, determine how employees can benefit from a healthy lifestyle and then demonstrate how the wellness program will deliver benefits. The reasons an employer plan is being offered should be transparent to encourage employee participation. Each workforce will have its own rationale to participate and it may be different from the company’s rationale to offer the program. Employees need to know how the program promises to deliver.

Good branding will include: identity, message, values and a promise. These elements will define your wellness program so employees can relate, participate and ultimately be successful. Take full advantage of all the resources and benefits of strategic branding to position your wellness program in the most attractive light.

At Wellness Workdays we create a unique brand for every worksite wellness program we develop. Contact us if you are looking for inspiration for your wellness program.

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Visit Wellness Workdays for more information about our worksite wellness programs.