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How does the pharmacy proession view it’s visual identity and brand? Gavin Birchall, BPham, PGCM ABSTRACT Objectives The aim o this research was to gather the views o a representative group o pharmacy proessionals working accross a range sectors, into the visual and brand identity o the proession in 2014, both in terms o how they percive the brand and how they think stakeholders percieve it. Methods An original investigation was developed in two stages, to gather both qualitative and quantitative stakeholder opinion. A set o 12 qualitative, one to one interviews were carried out with proessional leaders rom a range o sectors, which inormed the development o a predominantly quantitative, online survey open to all. Four areas o inquiry were investigated: demographic, stakeholder awareness, visual identity and promotion. Key fndings 86% o respondents rate the public’s awareness o a single proessional pharmacy brand as ‘poor’ or ‘very poor’. 85% believe that the public percieve them as ‘shopkeepers’ whilst 94% would like to be perceived as ‘clinicians’. 14% o respondents were ‘satisfed’ or ‘very satisfed’ with the way in which the proession currently promotes itsel. Conclusions The proession may still be searching or a new identity and in the absence o a conscious attempt to fll the gap a new and unintended identity has developed in its place. There is no other healthcare proession with as recognisable a symbol in the UK, providing the pharmacy proession with a distinct advantage in branding terms that is waiting to be taken. It is clear that the there is a gap between the ambitions o the proession, and the impact that it is delivering with it’s current branding strategies. The current visual and brand identity is decades behind the reality o what the pharmacy proession can contribute. Keywords : Pharmacy, pharmacist, visual identity, branding, proession.