0
LAW  FIRM B ® ANDING Glass Rock  strategic b ® and agency
what a  br ® nd  is not?
It’s not a ....
L OGO
I D ENTI T Y LAWYER LAW FIRM SPECIALIST LITIGATOR NEGOTIATOR
SERV I CE <ul><li>LITIGATION </li></ul><ul><li>COMMERCIAL </li></ul>MEDICAL LAW PROPERTY TRANSFERS TRADE MARKS CRIMINAL MO...
<ul><li>It’s </li></ul><ul><li>not </li></ul><ul><li>what you say it  </li></ul><ul><li>is ! </li></ul>
<ul><li>It’s  </li></ul><ul><li>what your </li></ul><ul><li>CLIENTS </li></ul><ul><li>& </li></ul><ul><li>POTENTIAL CLIENT...
what is a  b ® and ?
Brand: is  the embodiment of the  promise  that a product, service or company will deliver or be experienced by the client...
<ul><li>“  A brand is  more than  a name or a logo – it is a  promise  and a  contract  with every customer with whom you ...
<ul><li>PR O MISE </li></ul><ul><li>CONTRAC T </li></ul><ul><li>F E ELING </li></ul><ul><li>E X PECTAT I ON </li></ul>
<ul><li>T =  R  +  D </li></ul><ul><li>Trust Reliable Delight </li></ul><ul><li>trust comes from meeting and beating custo...
   logical connect    promise      emotional connect    trust LAW FIRM B ® ANDING
<ul><li>what is </li></ul><ul><li>marketing  ? </li></ul>
<ul><li>“ marketing is the  tool set  used to insure that a firm sells a service at the optimum volume & price to maximize...
<ul><li>“ B ® anding & marketing intersect. B ® anding determines what services are offered and who offers them. Marketing...
why focus on  building a strong b®and  ?
clients face a  dizzying array of  choices
 
legal services are a     commodity
 
<ul><li>w hat are the </li></ul><ul><li>be n efits of a </li></ul><ul><li>strong  b®and  ? </li></ul>
A strong b ® and  differentiates   from similar offerings
me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me...
a strong b ® and  reduces the need   to compete on  price
 
it gives employees a  sense of purpose:  “ we are here because… ”
 
<ul><li>a strong b ® and ensures </li></ul><ul><li>client retention </li></ul><ul><li>& </li></ul><ul><li>client acquisiti...
 
<ul><li>a strong b ® and </li></ul><ul><li>e n sures </li></ul><ul><li>q u ality control </li></ul>
 
<ul><li>it guides the </li></ul><ul><li>v ision </li></ul><ul><li>& </li></ul><ul><li>ma n agement  </li></ul><ul><li>of t...
 
<ul><li>FACT !!! </li></ul>
<ul><li>10 % </li></ul><ul><li>positive differentiation </li></ul><ul><li>= </li></ul><ul><li>28.5 %   </li></ul><ul><li>i...
how do we build a strong  b ® and  ?
<ul><li>LAW FIRM B ® ANDING </li></ul>create brand leadership – Positioning
<ul><li>LAW FIRM B ® ANDING </li></ul>make it the heart  of your practice- Culture
<ul><li>LAW FIRM B ® ANDING </li></ul>innovate & specialize- Promise
<ul><li>LAW FIRM B ® ANDING </li></ul>deliver- Trust
<ul><li>LAW FIRM B ® ANDING </li></ul>live your brand-  Brand Ambassador
<ul><li>LAW FIRM B ® ANDING </li></ul>create brand visibility creative touch points
<ul><li>reme m ber </li></ul>
LAW FIRM B ® ANDING <ul><li>Great brands are crafted with  CLARITY </li></ul><ul><li>Established on  TRUTH </li></ul><ul><...
CON T ACT <ul><li>contact us if we can help you create a strong b ® and </li></ul><ul><li>contact  sean  on: </li></ul><ul...
N O TICE <ul><li>Copyright Notice  ©  2008  All rights reserved </li></ul><ul><li>You may copy, distribute and reference t...
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Law Firm Branding

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The role of branding in law firms and other professional servces and the importance of the brand.

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Transcript of "Law Firm Branding"

  1. 1. LAW FIRM B ® ANDING Glass Rock strategic b ® and agency
  2. 2. what a br ® nd is not?
  3. 3. It’s not a ....
  4. 4. L OGO
  5. 5. I D ENTI T Y LAWYER LAW FIRM SPECIALIST LITIGATOR NEGOTIATOR
  6. 6. SERV I CE <ul><li>LITIGATION </li></ul><ul><li>COMMERCIAL </li></ul>MEDICAL LAW PROPERTY TRANSFERS TRADE MARKS CRIMINAL MOTOR VEHICLE ACCIDENT CLAIMS ESTATE ADMINISTRATION
  7. 7. <ul><li>It’s </li></ul><ul><li>not </li></ul><ul><li>what you say it </li></ul><ul><li>is ! </li></ul>
  8. 8. <ul><li>It’s </li></ul><ul><li>what your </li></ul><ul><li>CLIENTS </li></ul><ul><li>& </li></ul><ul><li>POTENTIAL CLIENTS </li></ul><ul><li>say it </li></ul><ul><li>is </li></ul>LAW FIRM B ® ANDING
  9. 9. what is a b ® and ?
  10. 10. Brand: is the embodiment of the promise that a product, service or company will deliver or be experienced by the client Source: Persuasive Brands
  11. 11. <ul><li>“ A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.” </li></ul><ul><li>R ichard B ranson </li></ul>
  12. 12. <ul><li>PR O MISE </li></ul><ul><li>CONTRAC T </li></ul><ul><li>F E ELING </li></ul><ul><li>E X PECTAT I ON </li></ul>
  13. 13. <ul><li>T = R + D </li></ul><ul><li>Trust Reliable Delight </li></ul><ul><li>trust comes from meeting and beating customer expectations </li></ul><ul><li>Source: The Brand Gap </li></ul>
  14. 14.  logical connect  promise  emotional connect  trust LAW FIRM B ® ANDING
  15. 15. <ul><li>what is </li></ul><ul><li>marketing ? </li></ul>
  16. 16. <ul><li>“ marketing is the tool set used to insure that a firm sells a service at the optimum volume & price to maximize profit.” </li></ul>Source: Interact Marketing
  17. 17. <ul><li>“ B ® anding & marketing intersect. B ® anding determines what services are offered and who offers them. Marketing is how those services are sold” </li></ul>Source: Interact Marketing
  18. 18. why focus on building a strong b®and ?
  19. 19. clients face a dizzying array of choices
  20. 21. legal services are a commodity
  21. 23. <ul><li>w hat are the </li></ul><ul><li>be n efits of a </li></ul><ul><li>strong b®and ? </li></ul>
  22. 24. A strong b ® and differentiates from similar offerings
  23. 25. me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me!
  24. 26. a strong b ® and reduces the need to compete on price
  25. 28. it gives employees a sense of purpose: “ we are here because… ”
  26. 30. <ul><li>a strong b ® and ensures </li></ul><ul><li>client retention </li></ul><ul><li>& </li></ul><ul><li>client acquisition </li></ul>
  27. 32. <ul><li>a strong b ® and </li></ul><ul><li>e n sures </li></ul><ul><li>q u ality control </li></ul>
  28. 34. <ul><li>it guides the </li></ul><ul><li>v ision </li></ul><ul><li>& </li></ul><ul><li>ma n agement </li></ul><ul><li>of the f i rm </li></ul>
  29. 36. <ul><li>FACT !!! </li></ul>
  30. 37. <ul><li>10 % </li></ul><ul><li>positive differentiation </li></ul><ul><li>= </li></ul><ul><li>28.5 % </li></ul><ul><li>increase in revenue </li></ul><ul><li>Source: Altman Weil </li></ul>
  31. 38. how do we build a strong b ® and ?
  32. 39. <ul><li>LAW FIRM B ® ANDING </li></ul>create brand leadership – Positioning
  33. 40. <ul><li>LAW FIRM B ® ANDING </li></ul>make it the heart of your practice- Culture
  34. 41. <ul><li>LAW FIRM B ® ANDING </li></ul>innovate & specialize- Promise
  35. 42. <ul><li>LAW FIRM B ® ANDING </li></ul>deliver- Trust
  36. 43. <ul><li>LAW FIRM B ® ANDING </li></ul>live your brand- Brand Ambassador
  37. 44. <ul><li>LAW FIRM B ® ANDING </li></ul>create brand visibility creative touch points
  38. 45. <ul><li>reme m ber </li></ul>
  39. 46. LAW FIRM B ® ANDING <ul><li>Great brands are crafted with CLARITY </li></ul><ul><li>Established on TRUTH </li></ul><ul><li>Communicated with PASSION </li></ul><ul><li>Source: Boomtown Advertising </li></ul>
  40. 47. CON T ACT <ul><li>contact us if we can help you create a strong b ® and </li></ul><ul><li>contact sean on: </li></ul><ul><li>[email_address] </li></ul>
  41. 48. N O TICE <ul><li>Copyright Notice © 2008 All rights reserved </li></ul><ul><li>You may copy, distribute and reference this presentation on condition that you clearly indicate that Glass Rock strategic brand agency is the owner hereof. </li></ul><ul><li>We would appreciate it if you will make available to whoever wants it, our contact details </li></ul><ul><li>If you would like us to undertake a brand audit or assistance with a brand strategy or for any form of marketing and strategic brand training, please contact us via email. </li></ul><ul><li>If you have any questions, please contact Sean on [email_address] </li></ul>
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