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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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