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 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
What is a brand?
Internally
Externally
Should sell off the top of the offer best foot forward
Acid Test
Distinctive
Is your
brand?
Credible
Relevant
The image via TV programmes, magazine articles, advertising, signage, brochures, web
site, corporate identity, uniforms, logo.
Types of Brand
Partner
Performance
Personality
Types of Brand
Chosen Partner
People
Professionalism (challenge to improve)
Promise of help, care, advice
Continual attention
Consistent Performance
Has to have brand character to avoid
commodity comparison
Value through confidence in maker, not
cheapest
Attractive Personality
Much talked about
Driven by a desire to delight
Continually active new news
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
WARNING!!
Service Brands are hardest to maintain
Aim for the sweet spot of chosen partner + attractive personality + consistent performance
The brand strategy is the set of meanings we want to attach to our brand
The brand identity is how we execute strategy visualise and communicate it - from the
uniforms through to the advertising/brochures/website etc
Visual
Images
IDENTITY WHEEL
Typography
REDPRINT
Logo
Team
Colours
Tagline
Style of
Language
RED SPIDER
Red Spider
Ltd. 2004
Brand REDPRINT
Presented to suppliers
Brand Idea
Brand Values
Competitive Context Brand Promise
Target Audience Segmentation
Brand Persona
Brand Proposition
Manifesto
Loglines
25 words or less
Recommended LOGLINE
- the idea of Nursing is:
Values
Values are:
qualities we prize
important or desirable traits
standards we judge by
guiding principles, morals
our ideals
unchanging
few
commonly agreed
diverse
changeable
often contradictory
Creative
Brave
Professional
Career
Practical
Cope
Vital
Diversity
Surprises
VERSATILITY
Intelligence
Constant Challenge
Communication
Give
and take
Innovative
Demanding
Care
TEAMWORK
COMPASSION Rewarding
Mutual respect
Sensitivity
Enabler
Intimacy
Listening
Skills
Emotional Intelligence
- 6th sense; intuition; empathy
- soft human skills
Creative
Brave
Practical
Professional
Career
Innovative
Cope
Surprises
Diversity
Intelligence
Vital
Communication
Constant Challenge
Demanding
Care
Give
and take
Rewarding
Mutual respect
Sensitivity
Enabler
Intimacy
Listening
Skills
Emotional Intelligence
- 6th sense; intuition; empathy
- soft human skills
Easily resonates with those who uphold the brand (the nurses are the brand)
Positioning
A way of handling competitive threats,from different potential choices for our target
audience.
A tool for creating the brands competitive stance.
Web of Competitors
Competitive context
Social work
Healthcare
Teaching
Insights
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
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.
Thank You
www.redspider.co.uk
02074320060