Law Firm Branding

Not long ago, law firms didn’t need to worry about their brand. Even the largest firms were closely associated with individual partners—often, the founding “name” partners.

Lathrop Gage

Leveraging brand to reflect and sustain a law firm’s rapid growth.

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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.

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Ways to Get Smarter

Cutting Through the Sea of Sameness: Creating a Stand-Out Law Firm Brand

The same old messages aren’t attracting attention or creating differentiation in the crowded legal landscape. The answer: Lean on brand.

3 Things Every Successful Law Firm Website Must Do

What makes a great website? It depends who you’re trying to reach.

Billing Backlash and the Value of a Differentiated Law Firm Brand

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.