Research Article|Articles in Press

All Nurses Are Leaders: 5 Steps to Reconstruct the Professional Identity and Brand Image of Nursing

Published:January 20, 2023DOI:


      Branding is a marketing technique that can allow professions to create a desirable image that uniquely differentiates them from others. Effective brands reinforce their desirable attributes using the marketing principle of consistency of message and action over time. However, nursing has consistently reinforced caring and compassion but insufficiently communicates the advanced roles of contemporary nurse leaders. This paper describes steps to create a consistent message that could align with the “nurse as leader” brand and professional identity that nurses desire to have linked to their profession. Until nursing controls its own message, it will not control its own image.
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      Judi Allyn Godsey, PhD, MSN, RN, is DNP faculty at University of Kentucky, College of Nursing in Lexington, Kentucky, and cofounding director of the Institute for the Brand Image of Nursing in Covington, KY. She can be reached at [email protected] or [email protected] Tom Hayes, PhD, is dean at Williams College of Business, Xavier University, in Cincinnati, Ohio, and cofounding director of the Institute for the Brand Image of Nursing.