Eight factors revealed the inconsistencies in the brand image of nurses. The factors are listed in order of total number of mentions, with associated categorical themes: Variety of Education (n = 93): Too many entry levels (i.e., diploma, ASN, BSN, MSN), qualifications confusing (i.e. Masters of Science in Nursing, Nurse Practitioner, Clinical Nurse Specialist, Doctor of Nursing Practice and Doctor of Philosophy in nursing) and Roles difficult to discern; Portrayals on the Media and Online (n = 46): Nurses shown as angels or sex addicts, TV nurses demonstrate poor work ethic, and Online Images reflect old stereotypes; Lack of Professionalism (n = 36): core professional values unclear, professionalism not taught, and uncaring behavior not tolerated on the job; Image Not a Priority (n = 26): Image not considered important, Letting others define nursing image and professional organizations not promoting image; Patients' Personal Experiences (n = 19): Individual experiences with nurses may vary, Patients have limited view, and not all nurses leave the same impression; Lack of leadership Development (n = 18): Not taught to be leaders, little role modeling, and lack of advocacy (for self or others); Treatment by Other Professional Colleagues (n = 18): Treated as inferior decision makers, competitive culture and little collaboration, and lack of respect from doctors/physicians; Gender Role Assumptions (n = 12): Female nurses are seen as subservient, nurses seen only as caregivers, and shortage of males reinforce assumptions.

The findings were descriptive and aligned with the purpose of the study. Additional descriptions for each factor and categorical themes are stated to provide transparency regarding the inconsistencies in the brand image from a nurse’s perspective.

Focusing on reducing inconsistencies in the brand image by prioritizing professional image and leadership can enhance patient experiences. Additionally, encouraging community institutions/universities to enforce the significance of professionalism in curriculum, including nursing in decision-making, and encouraging collaboration amongst nurses at all levels can improve brand image. Gender roles, assumptions, and how nurses are portrayed in the media are the most difficult to change. However, focusing on the desired brand image of nurses as patient-centered caregivers and influential leaders in practice, education, and research has the potential to lead to change.²

Developing a brand image in nursing that distinguishes nurses from other healthcare professionals is critical to the experiences and positive/negative associations patients, families, and the community have with services provided (i.e., patient care, education, preventative care versus acute care). Nurses can develop a brand image they desire and market it while maintaining the core values of the organization and the nursing profession.