Introduction: Researchers are exploring how branding theory can magnify the voice of registered nurses (RNs). Methodology: An online survey was distributed to RNs in two Canadian regions to explore beliefs about a nursing brand. Results: Five themes emerged regarding the current brand: confusion, working conditions, personal feelings, nursing stereotypes and caring. Four themes emerged outlining a future brand: leadership, nursing knowledge, caring and contributions to healthcare. Conclusion: Nurses are confused about the brand and conflate it with working conditions, stereotypes and personal grievances. The majority want the brand of nursing to reflect leadership, knowledge, caring attributes and contributions to healthcare.

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