These individuals were the brand. But as law firms have grown and diversified their practices, and as founding partners have moved on, even the best-known law firms are at risk of getting lost in a sea of sameness. While individual “rain-makers” can still attract new business, no law firm wants its future to rest on the reputation, or tenure, of one or two individuals.
With so many law firms operating under almost identical business models and client experiences, a law firm brand must represent the collective expertise and reputation of the entire firm, so that it stands for something “bigger” and more enduring than any one person, practice, or office location.
The same old messages aren’t attracting attention or creating differentiation in the crowded legal landscape. The answer: Lean on brand.
What makes a great website? It depends who you’re trying to reach.
Whether a firm changes its billing strategy or not, the changing market forces suggest that it might be time for all law firms to re-examine their value proposition.