Over the years, there have been numerous studies examining the image of nursing with various groups such as the public, other health care workers and the government. These studies are insightful in helping our profession understand how others view us. What these studies don’t examine is what we, as a profession, want to project and say about ourselves. Branding theory has been used successfully by many professions, companies and organizations through the years. Branding is used to clearly state the value of one’s product or service. A clear brand allows consumers to form expectations and develop an understanding of the service. It is a compilation of words, slogans, and symbols that communicate core values and differentiations between oneself and others.

As health trends change and Registered Nurse (RN) scope of practice evolves, important questions we must consider as a profession include ‘what are we known for?’; ‘what do we want to be known for?’; and ‘what value do we bring to the healthcare system and the overall health of populations?’ Nursing has traditionally been known as one of the most trusted, respected, and caring professions. Is this our brand? Is this what we strive to stand for as a profession?

This webinar will explore the current brand of nursing in Alberta as determined by Alberta nurses and provide an opportunity for participants to contribute to the conversation about a new brand for nursing that will move us into the future.