The Firm Identity

Interesting article this week spotted on the mighty RollOnFriday. I’m not convinced that TW’s recent work to improve its brand equity was anything more than some very subtle re-engineering to help it compete more effectively. Heaven forbid that an organisation should take investment in its brand seriously in order to generate profit. Where will the [...]

To lots of people in the business of communication and reputation, UX is a really, really big deal. And it’s going to get bigger. Is it some form of microscopic fire and brimstone akin to the porky pandemic we’ve been so obsessed with of late? Or the latest revolution in skincare for those tired of [...]

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 [...]

Introducing brand management as a valuable commercial tool is never easy. At the beginning of presentations, I have a habit of starting out with definitions. It feel a bit ‘worthy’ sometimes. But, it suits many of my legal clients because they instinctively seek clarity around a subject. And, like most us, they share a well-founded [...]

When it comes to brand management, you can’t help but feel that law firms get all the short straws.
Take employer branding as a starting point. In the world beyond law, there are a number of compelling reasons why classic methodologies for developing employer brands work wonders. The marketing of an organisation is linked intrinsically to [...]

Law firms are a brand consultant’s worst nightmare.
Unique Selling Points (USPs) are the Alpha and the Omega of branding – this car goes faster, this mobile phone has more functions; new business ideas are rarely launched without one or more USPs.
But at the top end of the UK legal profession in particular, the differences between [...]