As the legal industry becomes more commoditized and price-driven, the importance of a highly-differentiated brand is increasing exponentially—especially in the “Hollow Middle” between white-shoe prestige and bus-ad bargains. Table stakes messaging about being “client-focused,” “nation-wide,” and “maximizing client opportunity” is no longer enough. Read on for our take on how to craft a winning law firm brand.
Unfortunately, having one logo does not translate to one cohesive brand. This is all too true for many professional services firms, where the sheer size and scope of the organization often leads to internal silos and makes a “one firm” mentality difficult to achieve. This is where brand can help: by uniting a firm’s disparate offerings into a single, compelling value proposition, a professional services company can break down internal barriers, rally all internal departments and employees around one compelling message, and, in turn, build external credibility.
In a rapidly changing market, could brand be a management consulting firm’s most important asset? Management consulting organizations are expanding their offerings as they strive to meet the increasing demands for technology, digitization, and implementation versus traditional strategy services. Brand can play a critical role in this complex and evolving marketplace, particularly for mid-size firms striving to establish their place. We explore these and other issues in our Brand Influence Guide for Management Consulting.