RESUMO
BACKGROUND: The professional identity and brand image of nurses as leaders have not kept pace with the roles and scope of contemporary nursing practice. PURPOSE: To provide a framework to transform the professional identity and brand image of nursing from a caring discipline to one of leaders. METHODS: A Consensus Development Workgroup (CDW) design was used between the International Society for Professional Identity in Nursing (ISPIN) and the Institute for Brand Image of Nursing (IBIN) to advance the concept of All Nurses as Leaders across all settings and the public domain. DISCUSSION: The goal is to occupy a position in the minds of all stakeholders that differentiates nursing in a manner that is positive, relevant, accurate, desirable, and consistent over time. CONCLUSION: Current outcomes are endorsements, evidence-based strategies, and a framework to deconstruct the current brand image and align it with the desired brand image of All Nurses as Leaders.
