nursing as a brand v5 red spider ® to focus & inspire
TRANSCRIPT
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
© 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
RelevantCredible
Is your brand?
© 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
Partner
PersonalityPerformance
The sweet spot
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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’
© 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 ®
Logo
TaglineTeam Colours
Visual Images
Typography
IDENTITY WHEEL REDPRINT ®
© 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
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
© Red Spider Ltd. 2004
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
© 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 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-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
© Red Spider Ltd. 2004
Thank You
www.redspider.co.uk02074320060