Brand Introduction and Foundation

Oversight of HHS Outreach Efforts

• The HHSC and DSHS offices of communications maintain awareness and review and approve all public-facing material.

• The HHS Outreach Efforts are solely managed by external contractors.

• Public-facing materials are created without any oversight from HHS offices.

• The HHSC and DSHS offices do not engage in public communication efforts.

Public-Facing Use of HHS and DSHS Logos

• The HHSC and DSHS offices of communications review and approve the use of logos.

• Any employee can use the logos without approval.

• Logos can be used freely by the public.

• Only the governor can approve the use of logos.

HHS Logo Usage

• Must be the main mark on HHS communications, and programs cannot have their own logo unless approved.

• Programs can create their own logos without any approval.

• The HHS logo is optional for all communications.

• The HHS logo must be used only in digital formats.

Purpose of Monolithic Brand Structure

• Helps employees and the public recognize how different levels within HHS relate to each other.

• Increases the number of brands under a single umbrella.

• Reduces marketing costs by eliminating brand differentiation.

• Enhances competition among different departments within HHS.

Characteristics of the Champion

• Helps people act faster, is tough, resilient, self-motivated, has a clear mission, and believes in teamwork.

• Prefers to work alone and avoids collaboration with others.

• Is easily discouraged and gives up when faced with challenges.

• Focuses solely on personal achievements without considering team goals.

Definition of a Brand

• A person’s collective experiences of an organization with a certain name, including communications, advertising, and interactions.

• A logo or symbol that represents a company.

• The price point at which a product is sold.

• The physical location of a company's headquarters.

Halo Effect in Branding

• If people are aware of one HHS program with good service, they will be open to trying new programs from HHS.

• People will only trust HHS programs that they have previously used.

• The quality of one program does not influence perceptions of other programs.

• Good service in one program leads to skepticism about others.

Texas Health and Human Services (HHS)

• Represents the Texas Health and Human Services Commission (HHSC) alone.

• Represents the Texas Department of Family and Protective Services (DFPS) alone.

• Represents the Texas Health and Human Services Commission (HHSC) and the Texas Department of State Health Services (DSHS) jointly.

• Represents the Texas Department of State Health Services (DSHS) alone.

Role of the Champion Archetype

• Empowers people to establish priorities and make choices to accomplish their goals.

• Encourages individuals to avoid risks and maintain the status quo.

• Promotes competition among peers to achieve success.

• Focuses on individual achievements without considering teamwork.

Contracting with Vendors for Public-Facing Products

• Staff must contact the HHSC or DSHS Office of Communications before initiating creation of graphic designs, websites, etc.

• Staff can create graphic designs and websites without any prior communication.

• Vendors are responsible for contacting the HHSC or DSHS Office of Communications.

• Graphic designs and websites can be created at any time without restrictions.