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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.

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

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