Making Your Mark: 5 Branding Essentials to Inspire Program Engagement


Guest Blog by Taunya Williams, MBA, Associate Vice President, Viverae Marketing


First impressions matter. That’s true whether you’re meeting someone for the first time, tasting a new type of food, or cranking up the volume on a new song. Good, bad, or indifferent, those first few moments—regardless of how brief—will inevitably have a long-lasting influence on your opinions, attitudes, and decisions going forward.

It’s no different when it comes to your wellness program. Make a great first impression, and you could be looking at some solid participation and engagement numbers all year long. Get it wrong and you might find those numbers lacking. That’s where solid branding choices can make a big difference.

Branding—the unique look and feel that differentiates you from everyone else—can make your program instantly recognizable and meaningful, and can have a huge impact on how your wellness initiatives are perceived by employees.

That’s why it’s so important to take some time to focus on building a brand around your wellness program that creates interest and keeps your program from flying under the radar. With that in mind, here are a few tips to help you get started.

Maintain Your Brand Standards

Every company uses specific colors, typography, and imagery in their communications. Instead of reinventing the wheel and cooking up something totally different, it’s a good idea to embrace these elements and maintain consistency with your existing company branding. This can help make your program a seamless, natural extension of your company culture.

Find Your Voice

The importance of effective communication almost goes without saying. That’s why it’s worth spending a little time to develop a solid and consistent tone for your program. This consistency will pay off as you leverage multiple communication methods, including digital and print, to reach your program members. Personally, I’ve found that relying on a friendly, casual tone works best; however, it’s important to understand your unique company demographics and find a voice that is meaningful to them.

Determine Your Vision

A strong mission/vision statement can be instrumental in defining the direction of your company. And incorporating your wellness initiatives into that vision is a great way to ensure that your program aligns with your overall company objectives. I’m not saying that you need to go back and rewrite your mission or vision statements; however, it may be a good idea to create one for the program itself by connecting the dots between your company’s vision and the program’s objectives.

Integrate Your Marketing Plan

Getting your marketing team involved is critical. While most organizations do a good job of promoting to their target markets, many fail to employ that same level of attention when promoting the wellness program internally. Making the program a part of your marketing plan and getting your marketing team involved early in the process ensures that you’re putting your best foot forward and making wise use of your internal resources.

Ask a Pro

When in doubt, it’s always a great idea to consult and strategize with an expert. Here at Viverae®, our client relationship managers (CRMs) work directly with clients to ensure that their program is executed perfectly and addresses all their wellness goals. Our CRMs design a ton of programs each year, and have a deep understanding of what works. If your program offers a CRM, or a person who fits a similar role, then take advantage of their expertise.

While creating a winning brand is no easy task, you don’t need to be Apple or Disney to inspire your team to take action. Just follow the tips that I’ve outlined here, and you’ll be on your way to crafting a consistent brand that speaks directly to your employees and effectively communicates what your wellness program is all about.

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