What the World Thinks of Your Brand Depends on the Thought You
Put Into It.

Your law firm’s brand isn’t a logo or tagline, although those can definitely be cool and distinctive. More than that, a brand communicates your strengths, capabilities, clientele, and core values. It’s the answer to what you do, why and for whom, and how you do it differently from the competition.

Perception Is Reality

Unless you’re launching a new practice with new clients, the marketplace knows who you are. When your brand doesn’t align with that external view, you risk being seen as disingenuous or worse, out of touch.

Think of your brand as a promise. Your brand lets clients and prospects know what to expect from you. By not living up to that representation, you’re breaking your promise. How you perceive your brand is irrelevant. How others perceive your brand is your reality.

From the Outside In

A sound brand strategy begins by learning what your audience thinks about the firm. To benchmark your position in the legal marketplace, we gather feedback from a variety of external and internal voices:

• Current, former, and dormant clients
• Individuals and organizations who chose other firms over you
• Attorneys from peer firms
• Opposing counsel
• Partners, associates, staff, and other stakeholders at your firm

Through phone interviews, electronic surveys, and competitive intelligence, we process that feedback through our Client Mapping tool and other analytics to determine whether your brand needs honing, refreshing, or reinvention.

From Concept to Execution

With a clear vision of who you are and what you promise to deliver, we’ll design a platform to articulate and position your brand in ways that make sense for your practice and your budget.

We’ll tap traditional media, social media, online marketing, and thought leadership vehicles to convey your message to the right people at the right time. And we’ll make sure your brand supports your business development efforts. After all, clients hire lawyers, not law firms, which means your attorneys must communicate and embody your brand as they build strategic personal relationships.

Cutting Through the Clutter

Platitudes about trust, insights, solutions, results, and excellence are dime a dozen, hollow claims that fail to distinguish one firm from another. We call this marketing by thesaurus.

Why be a copycat or a follower when you can distinguish your brand, demonstrate your leadership, reinforce to prospective and existing clients that retaining your firm is the absolute right choice? If you’re ready to set yourself apart and live up to your brand promise, we’ll help you get there.