Branding the law firm – your brand needs to stand for something

Doug Jasinski

A recent article in the National Law Journal provides an excellent discussion on the need for focus when developing a law firm brand. While the article is American, its insights are equally relevant on this side of the border. The article points out the difficulty of developing a cohesive message, particularly for larger firms with a wide range of practice groups.
Ross Fishman and Burkey Belser – two giants of American legal marketing – both point to the importance of generating significant discussion within the organization about who you are as a firm and what makes you unique from that firm down the street in order to identify “themes” or points of differentiation that can be used to anchor an authentic brand.
From a marketer’s perspective, it is always easy to observe which firms have done their homework in this regard and which have not; brands that convey the true personality of a law firm leap off the pages of Lexpert (or anywhere else) compared to those that have gone the “generic” route.


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