1. NURSING as a BRAND V5 RED SPIDER ® to focus & inspire

2. 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. 2004

3. 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 everybody’s business – there are lots of contact points and interactions which create an image and reputation in people’s minds ending up with levels of trust, respect, and perceived quality of a brand’s expected performance
(Good) Branding is about closing the gap between your intention and other’s perceptions
© Red Spider Ltd. 2004

4. 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. 2004

5. 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. 2004

6. 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
Is your brand?
Credible
Relevant
© Red Spider Ltd. 2004

7. 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. 2004

8. Types of Brand
The sweet spot
© Red Spider Ltd. 2004

9. Attractive Personality Consistent Performance
Types of Brand
Chosen Partner
People
Professionalism (challenge to improve)
Promise of help, care, advice
Continual attention
Attractive Personality
Consistent Performance
Has to have brand character to avoid commodity comparison
Value through confidence in maker, not cheapest
Continually ‘Does what it says on the tin’
Much talked about
Driven by a desire to delight
Continually active – new news
© Red Spider Ltd. 2004

10. 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 organisation’s life”
Source; Brandstorm
There are so many factions involved that it can appear impossible to prescribe a Nursing Brand Strategy
© Red Spider Ltd. 2004

11. 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 individual’s 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. 2004

12. 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 ®
Visual
Images
Typography
REDPRINT ®
IDENTITY WHEEL
Logo
Team
Colours
Tagline
© Red Spider Ltd. 2004

13. 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. 2004

14. Brand REDPRINT ® Components
Brand Idea
Brand Values
Competitive Context – Brand Promise
Target Audience Segmentation
Brand Persona
Brand Proposition
Manifesto
© Red Spider Ltd. 2004

15. 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. 2004

16. 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. 2004

17. 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. 2004

18. 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. 2004

19. 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. 2004

20. The Desired Core Values of Nursing
Always
Learning
Creative
Professional
Career
Innovative
Brave
Practical
Cope
Life and Death
Surprises
MAKE A
DIFFERENCE
VERSATILITY
Diversity
Intelligence
Vital
Constant Challenge
Communication
Demanding
Care
Give
and take
TEAMWORK
COMPASSION
Rewarding
Mutual respect
Sensitivity
Intimacy
Enabler
Emotional Intelligence
- 6th sense; intuition; empathy
- soft human skills
Listening
Skills
Source: spider analysis of
NSM Workshop 1104
© Red Spider Ltd. 2004

21. Values of Nursing – visualise them
Always
Learning
Creative
Professional
Career
Innovative
Brave
Practical
Cope
Life and Death
Surprises
Diversity
Intelligence
Vital
Constant Challenge
Communication
Demanding
Care
Give
and take
Rewarding
Mutual respect
Sensitivity
Intimacy
Enabler
Emotional Intelligence
- 6th sense; intuition; empathy
- soft human skills
Listening
Skills
Source: spider analysis of
NSM Workshop 1104
© Red Spider Ltd. 2004

22. 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. 2004

23. Positioning
A way of handling competitive threats,from different potential choices for our target audience.
A tool for creating the brand’s competitive stance.
© Red Spider Ltd. 2004

24. 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. 2004

25. 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. 2004

26. 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. 2004

27. Nursing is the most emotionally rewarding career
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. 2004

28. 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
What’s our role in people’s lives?
The out-held hand
© Red Spider Ltd. 2004

29. 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 it’s demands.
Brand Promise
Nursing is the most emotionally rewarding career
Brand Proposition
Nursing enriches people’s 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. 2004

30. Thank You www.redspider.co.uk 02074320060
© Red Spider Ltd. 2004