1. 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

2. What is a brand?

3. 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.

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

5. 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

6. 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, voic ? What about your office environment? Do signs around office reinforce FoodWIse brand?

14. 8 pt

15. 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

16. Messaging for program participants

17. Food $ense Newsletter Due for a revamp in 2017
Complete the survey to weigh in on upcoming changes:
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).

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

19. 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)

20. Post Cards

21. Post Cards

22. Post Cards

23. Post Cards

24. Post Cards

25. Post Cards

26. Messaging for policy makers, funders and collaborators

27. 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

28. “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

29. “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

30. 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

31. Questions?