Brand Identity for Law Firms: Why Is It Necessary?

Today's law firms, like many other businesses, are struggling to stand out in an increasingly crowd-ed and competitive marketplace. When it comes down to brand differentiation ' or creating a brand image in the first place ' most law firms struggle with how to creatively market what boils down to mostly an intellectual property service business.

Developing a brand image for law firms, especially firms whose work so closely resembles that of their competition, requires a desire on the part of the firm to step outside of its comfort zone and reach for something unexpected. The rules and process of handling a corporate law matter or litigating a case don't vary that much from firm to firm, so what does it boil down to? Personality? Professionalism? Perseverance? Aren't these traits that any successful, top law firm will have?

Common Mistakes

After working with some of the most prestigious firms in the world, I've found several common threads in the brand image development process. The first mistake I see law firms make is their tendency to talk about themselves to themselves, while under the impression they are connecting with their audience. Our initial meeting almost always plays out the same: The potential client says something along the lines of, 'We want to carve out a brand name and a distinctive look and feel that makes us stand out from the competition.' Fair enough. They then show us their current marketing materials. This is usually a collection of collateral, brochures, Web sites, Power Point presentations and the like, all with catchphrases such as, 'Client Oriented. Dedicated. Commitment to Excellence. Team-work.' These words are shown against predictable color schemes, ie, navy blue, with accompanying images such as Roman columns, partners conducting meetings or attorneys reviewing documents, globes and maps, and of course, 'scales of justice.' Some designs are less clich'd than others, but there are certain elements and phrases we see nearly every time.

To illustrate to our potential client how ubiquitous these elements are, we show them a collection of brand terms pulled from any number of Web sites, every one containing a combination of the following words: teamwork, quality, commitment, seamless, dedicated, innovative, passionate, collaborative, focused. We follow this with a group of images from various legal collateral: more scales, columns, signing of contracts, shaking hands and did I already mention globes?

By this time, everyone has gotten the point: All law firms communicate a similar brand image if they haven't taken the time to create a distinct one. While this doesn't come as a surprise to legal marketing executives we've worked with, it is still surprising to us how often it happens.

Make a Distinction

It's been proven that in an undifferentiated category, making even a small brand distinction can have a huge amplifying effect. As an example, let's turn to the automobile industry. Volvo is known for its safety; BMW is known for performance; Toyota is known for reliability. At the same time, this doesn't mean that Volvos can't perform, or that BMWs are a safety hazard or undependable. It simply means that each car company has found its factor of distinction ' perhaps the one thing that it is just slightly better at than its competition ' and has integrated that factor into every aspect of its business ' brand name, brand image, and advertising ' until the consumer has no choice but to associate the company with its self-appointed characteristic. There is no doubt that this characteristic plays into the customer-decision process.

Our approach to working with law firms is always the same: First, uncover the 'kernel of truth' about a firm's business ' that thing that makes it stand apart from all the others ' and then clearly, and with determination, tell it to the world in a way that makes people sit up and take notice.

The initial step in creating a definitive brand image in the legal industry usually involves bringing in outside help, typically a branding firm, to: 1) provide a fresh perspective; and 2) determine which resources, both time-wise and creatively, will be required in order to give the brand image makeover full and proper attention.

The next step is to identify that single characteristic that we have discussed, that thing for which the firm wants to be instantly recognizable. This 'kernel of truth' forms the basis of all our design work. Finding this aspect or characteristic takes work; as in most situations, everyone has a slightly different take on what the business is about. The discovery process of finding the kernel involves everything from extensive partner interviews, to talking to clients, to observing how the receptionist answers the phone in the front lobby.

This research and identification needs to be accomplished before any design work can be done, otherwise the end result is a collection of messages that might well make the firm look and sound different, but would have little to do with the reality of the culture of the place, and which would fail to convey an accurate representation of the service a client should expect from the firm.

Real World Example

A few years ago, we were approached by Stroock & Stroock & Lavan LLP, a well-established New York law firm that needed to convey its brand in a way that would distinguish it from other law firms, in a manner that resonated with its attorneys, clients and the market. The firm also wanted to educate the market on its full spectrum of capabilities in order to attract a broader clientele. After conducting market research and interviews, we recommended that the firm shorten its name to Stroock. The strategy behind this recommendation was to make the firm's name instantly more memorable and recognizable.

We designed a modern look for them that is clean and simple, yet conveys sophistication and timelessness. The overall design included an entire suite of materials that communicated the brand to a wide spectrum of audiences in a way that was authentic and memorable, all supported by client stories that spoke of results. The materials described the firm's unique philosophy, values and approach to service. The client was unwavering in its support of the concept and branding once it was selected, and implemented it across all communications.

The result of this work was remarkable: Stroock won a Best of Show award from the Legal Marketing Association, with praise from the judges on '(Stroock's) leap of faith to describe itself in an articulate, amusing, and provocative manner, through the voices of its lawyers and faces of its clients.' Moreover, the new work caught the attention of the firm's top clients and partners (including presidents of Fortune 500 companies), many of whom contacted the firm to congratulate them on the new look and feel, and for capturing the true essence of the firm's value.

The brand we developed for Stroock succeeded because the kernel of truth we identified was a true representation of what really made the firm tick, and the client was disciplined as far as staying on target with communicating that message. The firm resisted the impulse of trying to be all things to all people, thus avoiding 'blending in' as a consequence.

More importantly, the firm has noticed an increase in the number of RFPs in which they have been invited to participate. Stroock continues to attract superior talent and has validated its existing client commitment. The new brand has been adopted internally and externally, establishing consistent core values throughout its various practices.

'Reaping' a kernel of truth as the basis to a great brand design is not only worthwhile, but essential to having a brand image that your firm will be proud to show the world.

Bill Cahan is founder and creative director of Cahan & Associates (www.cahanassociates.com), an award-winning strategic design agency based in San Francisco.

Today's law firms, like many other businesses, are struggling to stand out in an increasingly crowd-ed and competitive marketplace. When it comes down to brand differentiation ' or creating a brand image in the first place ' most law firms struggle with how to creatively market what boils down to mostly an intellectual property service business.

Developing a brand image for law firms, especially firms whose work so closely resembles that of their competition, requires a desire on the part of the firm to step outside of its comfort zone and reach for something unexpected. The rules and process of handling a corporate law matter or litigating a case don't vary that much from firm to firm, so what does it boil down to? Personality? Professionalism? Perseverance? Aren't these traits that any successful, top law firm will have?

Common Mistakes

After working with some of the most prestigious firms in the world, I've found several common threads in the brand image development process. The first mistake I see law firms make is their tendency to talk about themselves to themselves, while under the impression they are connecting with their audience. Our initial meeting almost always plays out the same: The potential client says something along the lines of, 'We want to carve out a brand name and a distinctive look and feel that makes us stand out from the competition.' Fair enough. They then show us their current marketing materials. This is usually a collection of collateral, brochures, Web sites, Power Point presentations and the like, all with catchphrases such as, 'Client Oriented. Dedicated. Commitment to Excellence. Team-work.' These words are shown against predictable color schemes, ie, navy blue, with accompanying images such as Roman columns, partners conducting meetings or attorneys reviewing documents, globes and maps, and of course, 'scales of justice.' Some designs are less clich'd than others, but there are certain elements and phrases we see nearly every time.

To illustrate to our potential client how ubiquitous these elements are, we show them a collection of brand terms pulled from any number of Web sites, every one containing a combination of the following words: teamwork, quality, commitment, seamless, dedicated, innovative, passionate, collaborative, focused. We follow this with a group of images from various legal collateral: more scales, columns, signing of contracts, shaking hands and did I already mention globes?

By this time, everyone has gotten the point: All law firms communicate a similar brand image if they haven't taken the time to create a distinct one. While this doesn't come as a surprise to legal marketing executives we've worked with, it is still surprising to us how often it happens.

Make a Distinction

It's been proven that in an undifferentiated category, making even a small brand distinction can have a huge amplifying effect. As an example, let's turn to the automobile industry. Volvo is known for its safety; BMW is known for performance; Toyota is known for reliability. At the same time, this doesn't mean that Volvos can't perform, or that BMWs are a safety hazard or undependable. It simply means that each car company has found its factor of distinction ' perhaps the one thing that it is just slightly better at than its competition ' and has integrated that factor into every aspect of its business ' brand name, brand image, and advertising ' until the consumer has no choice but to associate the company with its self-appointed characteristic. There is no doubt that this characteristic plays into the customer-decision process.

Our approach to working with law firms is always the same: First, uncover the 'kernel of truth' about a firm's business ' that thing that makes it stand apart from all the others ' and then clearly, and with determination, tell it to the world in a way that makes people sit up and take notice.

The initial step in creating a definitive brand image in the legal industry usually involves bringing in outside help, typically a branding firm, to: 1) provide a fresh perspective; and 2) determine which resources, both time-wise and creatively, will be required in order to give the brand image makeover full and proper attention.

The next step is to identify that single characteristic that we have discussed, that thing for which the firm wants to be instantly recognizable. This 'kernel of truth' forms the basis of all our design work. Finding this aspect or characteristic takes work; as in most situations, everyone has a slightly different take on what the business is about. The discovery process of finding the kernel involves everything from extensive partner interviews, to talking to clients, to observing how the receptionist answers the phone in the front lobby.

This research and identification needs to be accomplished before any design work can be done, otherwise the end result is a collection of messages that might well make the firm look and sound different, but would have little to do with the reality of the culture of the place, and which would fail to convey an accurate representation of the service a client should expect from the firm.

Real World Example

A few years ago, we were approached by Stroock & Stroock & Lavan LLP, a well-established New York law firm that needed to convey its brand in a way that would distinguish it from other law firms, in a manner that resonated with its attorneys, clients and the market. The firm also wanted to educate the market on its full spectrum of capabilities in order to attract a broader clientele. After conducting market research and interviews, we recommended that the firm shorten its name to Stroock. The strategy behind this recommendation was to make the firm's name instantly more memorable and recognizable.

We designed a modern look for them that is clean and simple, yet conveys sophistication and timelessness. The overall design included an entire suite of materials that communicated the brand to a wide spectrum of audiences in a way that was authentic and memorable, all supported by client stories that spoke of results. The materials described the firm's unique philosophy, values and approach to service. The client was unwavering in its support of the concept and branding once it was selected, and implemented it across all communications.

The result of this work was remarkable: Stroock won a Best of Show award from the Legal Marketing Association, with praise from the judges on '(Stroock's) leap of faith to describe itself in an articulate, amusing, and provocative manner, through the voices of its lawyers and faces of its clients.' Moreover, the new work caught the attention of the firm's top clients and partners (including presidents of Fortune 500 companies), many of whom contacted the firm to congratulate them on the new look and feel, and for capturing the true essence of the firm's value.

The brand we developed for Stroock succeeded because the kernel of truth we identified was a true representation of what really made the firm tick, and the client was disciplined as far as staying on target with communicating that message. The firm resisted the impulse of trying to be all things to all people, thus avoiding 'blending in' as a consequence.

More importantly, the firm has noticed an increase in the number of RFPs in which they have been invited to participate. Stroock continues to attract superior talent and has validated its existing client commitment. The new brand has been adopted internally and externally, establishing consistent core values throughout its various practices.

'Reaping' a kernel of truth as the basis to a great brand design is not only worthwhile, but essential to having a brand image that your firm will be proud to show the world.

Bill Cahan is founder and creative director of Cahan & Associates (www.cahanassociates.com), an award-winning strategic design agency based in San Francisco.