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Many law firms that have existed for some time face the issue of
whether they should "rebrand." Rebranding
is a marketing strategy in which a new name, term, symbol, design, or
combination is created for an established brand.
The
reasons for rebranding
range from "We
need a fresh look" to "Our firm has changed and evolved"
to "Our market
has changed and we need to change with it" — and more.
The
following is a brief description of a recent engagement.
Key Issues Driving Need to Rebrand
In
this case, the client needed rebranding in all respects. Graphically,
the firm's logo and marketing materials were out-of-date. The founding
partners had been aware of the issue but newer partners had made it an
imperative to modernize the firm's marketing. Further, the firm's
website was old, making maintenance difficult and giving an impression
that the firm's services were dated as well. Overall, the firm's
marketing content was inconsistent and lacked persuasive selling
points.
This
client sought The
Specialists in Law Firm Marketing because of our decades of
experience working with attorneys. It was important to the client to
work with a marketing firm that didn't need to be trained or educated
about the services offered by attorneys or how to effectively market a
law firm.
Critical Components
Not
all rebranding is an extensive overhaul of marketing communication in
virtually all respects. However, it was definitely needed with this
client. A new logo was designed, reflecting the firm's culture and position
in its targeted markets. All existing marketing materials (stationery,
e-signatures, etc.) were redesigned. Importantly, significant analysis
was done on the firm and its targeted markets, resulting in new text
content for all marketing, including a new slogan, updated selling
points, and overall consistency in marketing messages. With the
excitement and opportunities presented by rebranding, the firm
requested new brochures, e-newsletters, and began to advertise in key
publications. A new website was designed that distinguished the firm's
unique position in the legal marketplace. Publicity programs, such as
media relations, were launched. This list goes on but suffice to say
that every aspect of the firm's marketing was rebranded.
Results
The
client's commitment to rebranding paid off. The firm's name changed in
the process, and the branding was completely refreshed while still
retaining the key elements of the firm's culture and distinctiveness in
its targeted markets. Partners and associates became very proud of the
firm's new image in the market and are now actively marketing. Clients
and prospects can now clearly see how their needs are identified and
met by the firm.
You
may find that this engagement describes your firm in many respects,
since many of the issues are fairly common. The Specialists in Law Firm Marketing has
decades of experience in rebranding
law firms. If you need assistance with rebranding your firm, please
contact
us.
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