Strategic Brand
Identities for
the Legal and
Financial Sectors
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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Law firms are in a perpetual war for talent. In order to recruit top-tier lawyers, they must compete not only with other law firms but with tech companies and big businesses, too. Until recently, your firm may have relied on job fairs, activities in association with colleges and universities, and networking as its primary recruiting tools. While those tactics are…
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Law firms tend to be long-lived businesses, often with decades or more of practice under their belts. The older generation of partners that presides over any long-established firm is usually credited with building the business. And that’s true. But these legacy partners historically used a very different set of business development strategies than the ones that are most effective today. They assembled…
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Your law firm’s branding is ripe for a redesign. You know it’s time to hire a design firm and make some strategic decisions. But the reality is that your firm’s partners may not all be in agreement about whether — and how — to make this critical marketing investment. If this sounds familiar, you’re not alone. Many firms worry about hiring…
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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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