Strategic Brand
Identities for
the Legal and
Financial Sectors
In many ways, COVID-19 laid bare a lack of digital preparedness in seemingly sophisticated industries. Industries like financial services. 2020 was the year that “digital-first” finally went from an aspiration to a reality. Of course, the transition was already well under way. Amazon was replacing the mall. Twitter was displacing PR feeds and newswires. But on the heels of a…
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In both the legal and financial services spaces, recruiting may as well be a major-league competitive sport. It makes sense. After all, in the world of professional services, each firm is only really as strong as its current crop of talent. You need to keep attracting and hiring the best and the brightest to maintain your firm’s position in the…
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The success of your law firm’s marketing efforts all hinge on one thing: how well you showcase your unique positioning. Your positioning is what makes your firm different. That certain something that sets you apart. And when it comes to the legal space, your point of differentiation may be quite subtle. It’s a two-percent divergence that, when magnified, snaps everything…
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Your law firm stands by the quality of its work and the depth of its expertise. In many ways, these very attributes form the foundation of your firm’s success to date. That’s especially true if word-of-mouth referrals account for the majority of your new client acquisitions. And if your work speaks for itself, you (or others in your firm) may…
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Law firms have highly tuned levels of expertise, yet they fail over and over again to articulate their difference effectively. “Everyone uses blue. Blue is not a differentiator—that’s why we chose brown.” A colleague repeated this statement to me as he was lamenting the state of branding discourse in the legal industry. He had recently attended a panel discussion of…
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