将护士主导的项目交到合适的消费者手中：与品牌顾问合作的效用

d other promotional techniques to garner important successes (Grier Wild Bryant, 2005). Branding development and activation are often the defining activities that lead to health-related initiatives succeeding through their attraction of users who would most benefit from their services. In addition, branding can engage organizations that may provide funding and other resources and support to leverage a program's impact and reach. Unlike the field of public health, nursing has not taken advantage of marketing strategies, likely because many nurses may not understand—or be aware of—how to brand their programs. For nursing to expand as a profession and place nurse-led programs and interventions in the hands of those who need them most, nurses should consider incorporating branding and marketing strategies. Purposeful branding can keep the contributions of nursing at the forefront and differentiate our role and impact from other disciplines (Dominiak, 2004; Godsey et al., 2020).

Nurses and the profession as a whole can benefit from transforming research, interventions, and programs into brands.

Table 1lists key criteria to consider when selecting a creative partner for brand consultation. These points are significant to a program being recognized and successful; however, the key criterion for most health-related programs will be finding a partner that not only can define the brand in strategy and design but can also bring the brand to life beyond the foundational visual elements. Program leaders are advised to avoid any branding team or individual that looks to jump into creative execution without understanding your organization, your goals, or your audience's mindset. Common deors you may seek out would be agencies identifying themselves as graphic design or branding agencies. Traditionally, there are branding agencies and marketing agencies; however, we recommend working with a consultant or agency that specializes in both.

Research, without the inclusion of branding consultants, results in work that is purely subjective, and data-driven creativity is critical when working with a leadership board or key stakeholders who are not accustomed to the creative process. By far, the most valuable information is understanding your end user or potential patient. All too often, brands are created with only the input of health care professionals. You are not your audience, and so this can result in a brand message and tone that can be confusing and off-putting. And in a space where you are dealing with the health and livelihood of an individual, this can be an insurmountable hurdle.

Although branding can help nurses hone in on the unique services of their program and the population they serve, marketing or activating the brand is also essential. Beyond a name, icon, collateral, and a website, today's brands need to be actively engaged in their area of expertise. You cannot set it and forget it. Whether it is a health care professional looking to refer their patient, a partner program looking for someone to work with, or the caregiver looking to find care for the person they support, they want to see an organization that is producing thought leadership and contributing to relevant conversations. Your agency should not only identify these areas of opportunity, but also create materials to get your voice heard and in front of your key audiences.

As nurses, we must acknowledge that everything is a brand. Either you create the brand for your program or it will evolve on its own in unexpected directions. The above branding strategies can be used across various settings, such as research, clinics, and community-based programs. Based on our experiences and guidance from experts in brand consultation, we recommend that branding be part of the brainstorming and planning phase for any project. Incorporating branding consultants during this phase is beneficial to the success of a program. Many times, branding is an afterthought for not only nurses but also for other health care professionals. For the health profession to reach and help individuals, we have to be proactive and plan ahead. More specifically, as we dive into research there is a lag from intervention development to real-world applicability. Infusing branding in the early stages of intervention development can lead to efficient intervention development and swifter uptake among end users. Although there are costs associated with branding consultation, we recommend including this expenditure in grant budgets, similar to other consultants (e.g., biostatistician).

Consumers are bombarded by branding every day. In fact, consumers can spend a lot of time filtering and trying to differentiate between programs available to them; often the most attractive and engaging program wins. As the U.S. older adult population expands in the coming years, programs aimed to enhance quality of life for older adults will need to attractively brand their services to ensure up-take within the targeted population. We recommend that nurses brainstorm on identifying their target audience, potential competitors, and collaborators. It is also necessary for nurses embarking on the process to be able to envision their brand and expected outcomes. In summary, as nurses continue to take the lead in advancing programs for older adults, working with branding experts can reap significant benefits and yield greater attraction and interest in programs to facilitate recruitment goals and ultimately better health care outcomes.

百字翻译（所列）

吸纳更有利于作准备与心理健康就其的计划案也许具有趣味性，但对于借助考虑到的计划案远距离至关不可或缺。正如病因控制与防止之前心和其他医护增值部门编制的大量与心理健康就其的举动所说明的那样，现在的顾客在了解到哪些单项最能满足他们的奇特效益方面也面临挑战。意味着的篇文章将讨论外科医生如何与HWildM主管共同完成开发，推进与心理健康就其的计划案，以满足老年及其亲人的效益。

HWildM举例来说被公司用来推广他们的产品。包括令人难忘的地名、徽标、喊出/招牌、献身和主旨与HWildM就其。例如，我们通过其奇特的地名、可标记的 swoosh 标志和“Just Do It”喊出来标记Nike。Nike的献身是“为21世纪上的每一位运动员带来借鉴和创新”（）。与公司一样，更有利于也为自己制作公众形象，以借助可取的职业技能成果（Gorbatov 等人，2019 年）。HWildM可以演示我们对什么充满活力、我们看重什么、我们擅长什么以及我们在哪里领导。例如，Alter™ ( ) 是一个由外科医生积极支持的社区单项，与HWildM表示同意书部门共同完成开发，因此目前正在建立第三21世纪共同完成开发者亲密关系并获得亚太地区认可。该反复包括单项小组和HWildM主管之间的一系列社区活动和讨论，以明确单项主旨、道德观和远距离；说明了应用程序的个性；并制定电子商务和光影作法。与这些主管共同完成开发转化成了一个新的单项地名、标志、招牌和主旨，这借鉴了单项博客、宣扬录像带和其他就其材料。

公共医护科技领域很容易采用HWildM、电子商务和其他促销应用来获得不可或缺的急于（Grier Wild Bryant, 2005）。HWildM发展和转录举例来说是不可忽视的社区活动，这些社区活动通过吸纳最能从他们的增值之前得益的用户而引发与心理健康就其的举动取得急于。此外，HWildM推广可以吸纳也许包括财力和其他海洋资源和赞成的一个组织，以运用单项的制约和范围。与公共医护科技领域不同，医护没有人运用电子商务作法，也许是因为许多外科医生也许不了解到或不告诉如何为他们的单项打上纹身。为了让医护成为一种职业技能，并将由外科医生积极支持的单项和打压防止措施交予最并不需要的人手之前，外科医生不应重新考虑定位HWildM和电子商务作法。萨尔瓦多，2004；Godsey 等人，2020 年）。

外科医生和整个职业技能都可以从将研究课题、打压和单项转化为HWildM之前得益。表1列出了并不需要文创共同完成开发者进行时HWildM表示同意书时要重新考虑的极其不可或缺规范。这些要点对于单项的认可和急于极其不可或缺；然而，大多数与心理健康就其的单项的极其不可或缺规范将是寻觅一个不仅可以在战略和的设计上定义HWildM，而且可以使HWildM挤下基本光影要素的共同完成开发者。表示同意单项主任消除在不了解到您的一个组织、远距离或流行文化心态的情况下跳进文创执行的任何HWildM推广小组或更有利于。您也许不会找出的常见叙述是自称为平面的设计或HWildM改由的部门。有别于上，有HWildM改由和电子商务改由；但是，我们表示同意与曾为这两种临时工的主管或部门共同完成开发。

在不包括HWildM主管的情况下，研究课题不会转化成纯粹主观的临时工，而数据资料驱动的创造力在与不穿衣谱写反复的领导委员不会或主要利益就其者共同完成开发时至关不可或缺。到目前为止，一个众所周知的信息是了解到您的该软件或潜在患者。很多时候，只有医疗保健各个科技领域管理人员的完成才能成立HWildM。您不是您的听众，因此这也许不会引发HWildM信息和语气如前所述和令人敌视。在您解决问题更有利于心理健康和生计的空间之前，这也许是一个不可逾越的障碍。

尽管HWildM塑造成可以为了让外科医生个人兴趣于他们单项的奇特增值和他们所增值的人群，但电子商务或转录HWildM也是正因如此的。除了地名、图标、宣扬资料和博客值得注意，当今的HWildM还并不需要不遗余力其各个科技领域科技领域。你不能设置它并忘记它。无论是渴望转诊患者的医疗保健各个科技领域管理人员、找出共同完成开发者的共同完成开发者计划案，还是渴望为他们所赞成的人找出医护的医护管理人员，他们都渴望看到一个一个组织能够转化成学说领导力并为就其话语。您的改由部门不仅不应未确定这些机不会科技领域，还不应成立材料以让您的刺耳在您的主要流行文化眼前被听见。

作为外科医生，我们能够拒绝接受自已HWildM。要么你为你的单项成立HWildM，要么它不会而无须朝着意想不到的正向发展。上述HWildM战略可使用各种环境，例如研究课题、妇产科和基于社区的单项。根据我们在HWildM表示同意书方面的实战经验和专家的指导，我们表示同意将HWildM推广作为任何单项的看似风暴和建设工程前期的一部分。在这个前期加入HWildM主管有利于单项的急于。很多时候，HWildM塑造成不仅是外科医生的当面或许，也是其他医疗保健各个科技领域管理人员的当面或许。为了使医护各个科技领域能够认识和为了让更有利于，我们能够积极主动并月份计划案。有利于来说，当我们深入研究课题时，从打压开发到现实21世纪的技术性共存滞后。在打压开发的早期前期汇入HWildM可以引发有效的打压开发和该软件更快地接纳。尽管与HWildM表示同意书就其的成本，我们表示同意将此支出包括在捐助预算之前，类似于其他主管（例如，生物统计学家）。

顾客每天都被HWildM轰炸。事实上，顾客可以花费大量时间调制并尝试区分他们可用的应用程序。举例来说一个有实用性和最吸纳人的节目不会大获全胜。随着美国政府老年西南侧在下一代几年内不断扩大，意在提高老年生活质量的计划案将并不需要对其增值进行时有实用性的HWildM化，以必需远距离人群的接纳度。我们表示同意外科医生下一代发展，以未确定他们的远距离流行文化、潜在竞争对手和合所作。开始这一反复的外科医生也有应当能够预想他们的HWildM和考虑到结果。

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