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

NURSING as a BRAND

V5

RED SPIDER ®

to focus & inspire

© Red Spider Ltd. 2004

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


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


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


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


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?


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


Types of Brand

Partner

PersonalityPerformance

The sweet spot


Types of Brand

Chosen Partner

Attractive PersonalityConsistent 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’


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


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


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

TaglineTeam Colours

Visual Images

Typography

IDENTITY WHEEL REDPRINT ®


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


Brand REDPRINT ® Components

Brand Idea

Brand Values

Competitive Context – Brand Promise

Target Audience Segmentation

Brand Persona

Brand Proposition

Manifesto


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


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


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 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 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


The Desired Core Values of Nursing

Source: spider analysis ofNSM Workshop 1104

Give and take

Constant Challenge

Care

Enabler

Creative

Listening Skills

InnovativePractical

Sensitivity

Life and Death

IntimacyEmotional Intelligence- 6th sense; intuition; empathy- soft human skills

Surprises

DiversityMAKE A

DIFFERENCE

TEAMWORK

VERSATILITY

Demanding

Intelligence

AlwaysLearning

Cope

Mutual respect

ProfessionalCareer

Vital

Rewarding

Communication

COMPASSION

Brave


Values of Nursing – visualise them

Source: spider analysis ofNSM Workshop 1104

Give and take

Constant Challenge

Care

Enabler

Creative

Listening Skills

InnovativePractical

Sensitivity

Life and Death

IntimacyEmotional Intelligence - 6th sense; intuition; empathy- soft human skills

Surprises

Diversity

Demanding

Intelligence

AlwaysLearning

Cope

Mutual respect

ProfessionalCareer

Vital

Rewarding

Communication

Brave


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


Positioning

A way of handling competitive threats,from different potential choices for our target

audience.

A tool for creating the brand’s competitive stance.


Web of Competitors

• Consider key competitors

• How should we respond to their challenge to our brand

• Like a debate – what are our ripostes!


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 !


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.


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


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


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-beingBrand Values• Maintain: Teamwork, Compassion• Build: Versatility, Make a DifferenceTarget 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 timesInsight • 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 careerBrand Proposition• Nursing enriches people’s lives at times they most need itBrand 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


Thank You

www.redspider.co.uk02074320060

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

Documents

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