Whenever we’re asked to produce brand management sessions for firms, we always prepare for a particular line of questioning – Where do law firm brands come from? Teams always want to get to grips with who’s responsible for ‘making’ them? How are they conceived? One thing we’ve discovered is that the founders of any firm make a far more of a lasting impact than simply the name gracing the door and heading the letter.
Like people, brands seem to have genetic programmes. Style, culture, attitude and direction are usually set down at the very beginning. What is done at birth exerts a long-lasting influence on market perceptions. The early acts produce a structuring influence. Then selective processes, or ‘the way we do things around here’, reinforce that meaning. Once a brand is created, it’s rather like quick-drying cement. The brands ‘memory’ should contain the gameplan for all future evolution, too. In other words, the characteristics of upcoming models of practice. Think of them as family resemblances. Characteristics and deeds behind the diverse personalities that work in any practice.
Brands start with market segmentation and some form of service differentiation. As firms seek to fulfill the expectations of specific clients, they concentrate on the latter, consistently and repeatedly. Put simply, they strive to find the ideal combinations of attributes under the best economic conditions for their businesses. Along the way, some questions will need to be answered -
What attributes materialise?
In other words, what’s our shape and size? What’s our essence?
What advantages does this create?
What does this allow us to achieve our goals?
What benefits emerge?
How could we turn these into compelling reasons to choose us? Why could this make us better than the competition?
What ideals does it represent?
How do we maintain this? Make it more authentic. Improve it’s shelflife.
Firms with a confident approach to their brand management ask themselves these questions regularly and ensure the answers are widely authenticated and agreed. Of course, self-awareness doesn’t guarantee success. It takes more than that. Brand management is often a good remedy for a firm brand that’s losing its way. And you don’t have to look very far for the answers. If you really want to get to grips with your brand, look at the founding acts, services, people, communications. Reaquaint yourself with this essence and guiding principles. Harness the memory and the future of this firm’s services. The beginning is always the best place to start.
