Highlights An outdated brand image projects nurses as lacking in influence and autonomy. Nurses could use branding principles to develop and promote their desired image. Branding is most effective when members agree on a set of shared values. A strong brand message is built on “consistency of message and action over time.” Research is needed which could inform an accurate brand image for nursing.

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Purpose Nurses have been called to be leaders in the transformation of health care and to help improve health-care access for the nation’s most vulnerable populations. However, to lead health-care transformation, the profession of nurses must first see themselves as leaders. Unfortunately, nursing has been described as lacking cohesiveness and failing to communicate a consistent brand image. No empirically tested quantitative tools exist to measure the brand identity of nursing, making it difficult to assess where the profession stands in regard to the mantel of leadership. The purpose of this study was to develop empirically sound instruments which could measure nurses’ perceptions of their professional brand image. A total of three scales were developed and then tested: The Nursing Brand Image Scale, Nursing’s Current Brand Position Scale and Nursing’s Desired Brand Position Scale. Design/methodology/approach The factor structure and internal consistency reliability of each scale were examined following survey administration to a national sample of registered nurses. Principal component analyses were used to explore the factor structure of each scale. Item reduction was achieved through examination of the loading of items across the factors and the impact of the item on internal consistency reliability. Findings Respondents to the survey were nursing alumni who received a baccalaureate or master’s degree in nursing at a private, mid-western university, and nursing faculty affiliated with a private, collegiate network (n = 286). For all scales, principal component analysis showed no inter-item correlations >0.9 or <0.1. The Kaiser–Meyer–Olkin measure for sampling adequacy was high and Bartlett’s test of sphericity was significant (p < 0001). The internal consistency reliability of each of the three scales was good to excellent. Current brand position mean scores were highest for the factor “caring advocates for patients/public”, and lowest on “influential leaders”. The most desired brand position mean scores were highest and rated similarly for factors “influential leaders” and “patient-centered caregivers”. Originality/value This study provides strong preliminary evidence for the factor structure and internal consistency reliability for each of the three scales and represents an important first step toward quantitatively measuring the brand image of nursing. However, results suggest there is work to be done if nursing is to formulate and adopt a brand image that consistently reinforces their role as leaders. Further testing of the scales with other nursing populations, the general public and with larger sample sizes is recommended.

Aim The current vs desired brand position of the nursing profession is examined using brand theory. Background The nursing brand has a long and revered image with various stakeholder groups. However, the current image frequently represents nurses as caring advocates rather than Influential Leaders who deliver, manage and administer health care services. Evaluation Recent quantitative field research describes perceptions of nurses' current vs desired brand position. A perceptual map illustrated a gap on the axes of Patient‐Centered Caregivers and Leaders in Healthcare. Empirical literature provided the foundation for prescriptive advice, which could address potential threats and opportunities for the brand. Key Issue Brand theory is used to describe how nurses' current image seems at odds with nurses' role in contemporary society. The largest gap on the perceptual map was on the ‘Leadership Axis', suggesting more effort is needed to change perceptions of the essential leadership role of nurses in various health care systems. Implications for Nursing Management The nursing profession needs to implement branding strategies, which close the gap between the current and desired brand positions. The central brand position of nurses as leaders should thread throughout practice, education, research and professional associations for effective brand repositioning to occur.