Wednesday, April 15, 2015

Brand Making Ideas For 'Law Firm' in Rising Global Culture

The law firms are inquisitive to know whether strategic brand building could help grow market-share in today’s volatile economy. This appears to be an interesting question as what branding could mean for legal firms

Let’s talk about the brand and what is a brand in the case of a law firm.  Wikipedia explains: “A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand has continued to evolve to encompass identity — it affects the personality of a product, company or service.”


With this definition, we can find and look around that how most legal firms have identities and symbols and colors. But do they really employ branding to help differentiate themselves from the rest with ideas that truly resonate and are emotionally compelling to clients? What aren’t they doing to build their brands? And what could they be doing to build their formidable brands with difference?

Brand building is essential for all industries that are in existence, but historically we notice that professional services firms have been reluctant to invest in it. Brands which are based on an idea vs. a service product can help the organization raise its center of gravity and offer multiple services to a broad range of clientele. If the idea is big enough, and if the company does a good job of clarifying and defining the idea, then the firm could use this branding strategy to guide it’s people and policies while gaining a larger part of the growing business in legal landscape.


If we talk of  professional service firms other than legal  we have seen  significant brand building initiatives, even innovative marketing from  firms such as Accenture, KPMG, PWC and many more and these same professional services firms use technology in new ways to build deeper and more meaningful relationships with their clients.


Does the advertising and marketing from professional services firms provide an indication of what’s to come for legal firms aiming to be at the top? If so, how might law firms benefit from brand building in today’s marketplace?


Now with the globalization the legal firms have huge opportunities to build global brands based on universal brand ideas. Law firms have been typically at national level. But today, the clients are increasingly global players. Companies from America, Asia, Africa, and the Middle East are globalizing and are growing into new markets. They are increasingly looking for global legal services firms to help them grow and manage their business interests around the world. 


We have seen commodity brands require branding to help create market share, professional services firms – such as law firms – also benefit from branding that creates purpose, principles, values, philosophy, points of difference that hundreds of people can align with and rally behind. 


A legal firm that builds a global brand, based on a relevant idea on the rise in global culture, could create a powerful platform for growth. Here are five tips to begin with-


Assess brand perception

What are the internal and external brand perceptions? 

Differentiation

How do your key audiences see you versus your competition? Are they aware? Engaged? Where are the gaps in your brand performance? 

Communication

Prioritize communication of rational and emotional brand perceptions that communicate key customer benefits, as well as the drivers of brand loyalty, repurchase and engagement.

Walk the talk

Your brand promise is irrelevant if your customers do not believe it. Therefore, your promise must be supported by reasons-to-believe. 

Identify Touch Points

Determine the most influential touch points in your business as each individual step in your business process contains a number of touch points when the client comes in contact with your brand. Your ultimate goal is to have each touch point reinforce and fulfill your promise of service.

More details, write to advocopindia@gmail.com

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