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NURSING as a BRAND V5 RED SPIDER ® to focus & inspire
© Red Spider Ltd Contents Why employ branding? What is a brand? What job should the brand strategy do? How is the brand communicated? What kind of brand is your brand? Brand Strategy vs Brand Identity (you have asked us to do the former while wanting the latter) Components of the Brand REDPRINT ® Brand Idea Brand Values Competitive Context – Brand Promise Brand Persona Brand Proposition Manifesto
© Red Spider Ltd On Branding Branding is inevitable – we perceive and pigeonhole images quickly - it is human nature e.g. what images come to mind of a Social Worker vs Fire-fighter? Branding is everybodys business – there are lots of contact points and interactions which create an image and reputation in peoples minds ending up with levels of trust, respect, and perceived quality of a brands expected performance (Good) Branding is about closing the gap between your intention and others perceptions
© Red Spider Ltd What is a brand? A promise in the mind of the customer / staff A set of associations attached to a product or service A means of communication between customers in shorthand A mark of trust in a desired relationship
© Red Spider Ltd What job should the brand strategy do? Bring the organisation/institution/calling to life Act as a common reference point Be clear, concise, and inspiring; –Internally –Externally –For all stakeholders
© Red Spider Ltd What job should the brand strategy do? (contd.) Should sell off the top of the offer – best foot forward BUT must also be true –Acid Test Distinctive RelevantCredible Is your brand?
© Red Spider Ltd How is the brand communicated? The image via TV programmes, magazine articles, advertising, signage, brochures, web site, corporate identity, uniforms, logo…. By all aspects of the experience and the customer/patient journey In the way you relate internally – your organisational culture By the people who are the brand
© Red Spider Ltd Types of Brand Partner PersonalityPerformance The sweet spot
© Red Spider Ltd Types of Brand Chosen Partner Attractive Personality Consistent Performance People Professionalism (challenge to improve) Promise of help, care, advice Continual attention Much talked about Driven by a desire to delight Continually active – new news Has to have brand character to avoid commodity comparison Value through confidence in maker, not cheapest Continually Does what it says on the tin
© Red Spider Ltd What kind of brand is your brand? Defining a Service Brand Everything connected to the essence of an organisation. The directors, all the people, the products, the logo, its physical presence, its voice, its reputation, its associations and endorsements, its customer relationships, and the sum total of all its marketing communications. The brand means every incarnation, and every living, breathing second of an organisations life Source; Brandstorm There are so many factions involved that it can appear impossible to prescribe a Nursing Brand Strategy
© Red Spider Ltd WARNING!! Service Brands are hardest to maintain Aim for the sweet spot of chosen partner + attractive personality + consistent performance Very easy to let the ideal down by an individuals behaviour Consistency in the face of the day to day adversities is hard to guarantee Simplicity and clarity of what you want the brand to be is paramount - to act as an anchor for the mind in the storm
© Red Spider Ltd Brand Strategy vs. Brand Identity The brand strategy is the set of meanings we want to attach to our brand The desired strategy has to be coherent - like the elements of a story –The REDPRINT ® template The brand identity is how we execute strategy visualise and communicate it - from the uniforms through to the advertising/brochures/website etc Style of Language RED SPIDER ® Logo Tagline Team Colours Visual Images Typography IDENTITY WHEEL REDPRINT ®
© Red Spider Ltd Brand REDPRINT ® Brand REDPRINT ® - final brand strategy document Succinct summary of key brand strategy elements Presented to suppliers –jumping off point for brand communications It helps you achieve synergy across all brand contact points
© Red Spider Ltd Brand REDPRINT ® Components Brand Idea Brand Values Competitive Context – Brand Promise Target Audience Segmentation Brand Persona Brand Proposition Manifesto
© Red Spider Ltd Loglines Fundamental Idea of a brand/company/organisation as if you are pitching the high concept to a producer to get a movie made 25 words or less
© Red Spider Ltd Recommended LOGLINE - the idea of Nursing is: - a challenging demanding fulfilling professional career providing tailored care for the health of individuals to help heal, aid recuperation and improve their well-being
© Red Spider Ltd Values A method of word and image association to make the complexity of brands simple, understandable, memorable, distinctive, and manageable Core Values drive brand behaviours.
© Red Spider Ltd Red Spider Planets & Moons – core values drive brand behaviours Values are: qualities we prize important or desirable traits standards we judge by guiding principles, morals our ideals
© Red Spider Ltd Red Spider Planets & Moons Core values are planets… –unchanging –few –commonly agreed –drive brand behaviours Secondary characteristics are moons… –diverse –changeable –often contradictory –moons cluster to form planets
© Red Spider Ltd The Desired Core Values of Nursing Source: spider analysis of NSM Workshop 1104 Give and take Constant Challenge Care Enabler Creative Listening Skills Innovative Practical Sensitivity Life and Death Intimacy Emotional Intelligence - 6 th sense; intuition; empathy - soft human skills Surprises Diversity MAKE A DIFFERENCE TEAMWORK VERSATILITY Demanding Intelligence Always Learning Cope Mutual respect Professional Career Vital Rewarding Communication COMPASSION Brave
© Red Spider Ltd Values of Nursing – visualise them Source: spider analysis of NSM Workshop 1104 Give and take Constant Challenge Care Enabler Creative Listening Skills Innovative Practical Sensitivity Life and Death Intimacy Emotional Intelligence - 6 th sense; intuition; empathy - soft human skills Surprises Diversity Demanding Intelligence Always Learning Cope Mutual respect Professional Career Vital Rewarding Communication Brave
© Red Spider Ltd The test of your Planets & Moons map Differentiates as a collective set from other caring professions Easily resonates with those who uphold the brand (the nurses are the brand) Nothing you do should contradict the values map – or it is off strategy
© Red Spider Ltd Positioning A way of handling competitive threats,from different potential choices for our target audience. A tool for creating the brands competitive stance.
© Red Spider Ltd Web of Competitors Consider key competitors How should we respond to their challenge to our brand Like a debate – what are our ripostes!
© Red Spider Ltd Competitive context Social work –Nursing is better than social work because it is Held in higher esteem has wider career prospects Is more autonomous Less fearful working environment Empowers you to make decisions Has a wider perspective on life Is the profession that helps, whereas social work interferes Healthcare –More diversity in nursing Complementary health medicine –Greater credibility as a career- not at the mercy of latest fad and fashion Teaching –More intimate relationship e.g. you can touch patients –No huge pile of take home marking !
© Red Spider Ltd Insights Societal - The world around us feels to be increasingly isolating and individualistic, ever more threatening and with a diminishing sense of community. Nursing on the other hand gets close to people, and offers a sense of belonging, but there is a fear it may lacking professional respect, making it less attractive to join. Category - 80% of people are bored at work; and although they are close to people they are not truly with them. Nursing is perpetually active, but it is often seen as too challenging for most people to face up to Brand - Patient care is at the core of the purpose of Nursing, and unlike other caring jobs it is helping, giving and touching (literal & metaphoric), dealing with people and not dealing just with problem people or simply about the problems people have.
© Red Spider Ltd Nursing can assume a brand leadership in its Brand Promise Should sell off the top of the offer – best foot forward Nursing is the most emotionally rewarding career
© Red Spider Ltd Manifesto for NURSING as a Brand Movement What do we want to change or achieve? Get rid of the outmoded images of the stereotypical Nurse Who/ what is the Enemy and our Supporters? Our enemy is self doubt Those who come in to contact with us value us the most What are we For? Provision of the best of Patient Care Accepting that intense reward does not have to be acclaimed What are we Against? Unloved and uncaring-ness How will we Behave? With pride, compassion and positive-ness With dignity courage and fortitude Acknowledging that this is a career for big hearts not faint hearts Whats our role in peoples lives? The out-held hand
© Red Spider Ltd Brand REDPRINT ® Summary Brand idea Nursing is a challenging demanding fulfilling professional career providing tailored care for the health of individuals to help heal, aid recuperation and improve their well-being Brand Values Maintain: Teamwork, Compassion Build: Versatility, Make a Difference Target market NSM readers who are busy, and at times self questioning having given out so much – and at worst feel beleaguered, stretched, tired and undervalued at times Insight The majority of people are bored in their jobs, feel stuck in a rut, going through the motions feeling life is passing them by, and dream of something more involving and fulfilling. While Nursing can provide the answer it is surprising how many people are not up to its demands. Brand Promise Nursing is the most emotionally rewarding career Brand Proposition Nursing enriches peoples lives at times they most need it Brand Persona Quiet power Manifesto You need a big, big heart, a desire to learn fast, and be prepared for some surprises given the variety of challenges in individual patient care. Your watchwords will be dignity courage and fortitude
© Red Spider Ltd Thank You
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