Branding FoodWIse – Logo usage and beyond Tamsin Ford Graphic Artist FoodWIse, UW-Extension Erin Aagesen, MS, MPH FNV Campaign Coordinator/ Communications Specialist FoodWIse, UW-Extension

What is a brand?

Brand persona Branding 101 A brand is a promise. The promise set expectations for the brand. Healthy choices, healthy lives. Brand persona Think of your brand as a person. What sort of person is it? Credible, trustworthy, honest, warm, authentic, compassionate. Other ideas? Type into chat. Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced.

Brand Elements Logo Font Colors Messaging (print, online, social media) Brand ambassadors (YOU!)

FoodWIse Branding Goals Increase consistency across all counties in application of FoodWIse brand elements Reinforce overall Extension brand through FoodWIse activities Develop new tools to support a successful brand transition Move slowly but with intention given pending institutional changes

Logo History Fall 2016 Present day Change from Wisconsin Nutrition Education Program (WNEP) to FoodWIse New FoodWIse logo adopted Present day Cleaning up legacy & revisit purpose of logos Is FoodWIse listed in your autosignature, voicemail? What about your office environment? Do signs around office reinforce FoodWIse brand?

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Naming Guidelines Statewide program County program First reference: UW Extension – FoodWIse Second reference: FoodWIse County program First reference: Brown County UW Extension – FoodWIse Second reference: Brown County FoodWIse Consider current practices within: brochures, social media, newsletters, grants, 1-on-1 introductions

Messaging for program participants

Food $ense Newsletter Due for a revamp in 2017 Complete the survey to weigh in on upcoming changes: https://goo.gl/forms/lMeAJDN2Icfqds7G2 Goals: Weigh the time commitment of developing this product versus producing some more enduring materials (branded recipe sheets, articles on specific topics). Integrate more with social media and other Extension tools that have greater reach (i.e. subject expert featured on WisContext).

New FoodWIse Branded Materials Stickers for nametags? No. Lanyards! Stickers for folders, etc? Yes.

New FoodWIse Post Cards To draw attention to FoodWIse brand Does not include specific event information Can be customized with local contact info (on back) Hand out at health fairs, schools, WIC, food pantries, etc. You can place your orders at DoIT.com (specific ordering details to follow)

Post Cards

Post Cards

Post Cards

Post Cards

Post Cards

Post Cards

Messaging for policy makers, funders and collaborators

Program description language SHORT State: FoodWIse is a community nutrition education program of UW – Extension. County: Brown County FoodWIse is a community nutrition education program of UW – Extension. MEDIUM FoodWIse is a community nutrition education program within the Family Living Programs of the University of Wisconsin-Extension, Cooperative Extension.  We empower Wisconsin residents with limited incomes to make healthy choices to achieve healthy lives and reduce health disparities. County: Brown County FoodWIse is a community nutrition education program of the University of Wisconsin-Extension, Cooperative Extension.  We empower Wisconsin residents with limited incomes to make healthy choices to achieve healthy lives and reduce health disparities. Consider current practices within: brochures, social media, newsletters, 1-on-1 introductions

“Who we serve” language For policymakers: We serve individuals with limited income, including: Parents and caregivers of children School-age youth Adults without children Older adults Consider current practices within: brochures, social media, newsletters, 1-on-1 introductions

“What we do” language For policymakers: FoodWIse employs a combination of evidence-based strategies designed to promote changes for individuals, communities and environments to help make the healthy choice the easy choice. We: Expose people to new fruits and vegetable and why they are important. Teach parents how to plan and prepare healthy meals. Empower families with limited financial resources to choose healthful diets and become more food secure by spending food dollars wisely. Support communities in making the healthy choices the easy choice where people live, learn, work and play. Consider current practices within: brochures, social media, newsletters, 1-on-1 introductions

Tell your stories/share your photos! “The FoodWIse family cooking classes we attended inspired us to let our kids help more in the kitchen and we are all eating at the table together. Bonding with the kids made them happy.” – Danielle S, Weyauwega

Questions?