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 Graphically, the firm’s logo and marketing materials were out-of-date.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.