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The Business of Branding: Find Your Nugget
Here's an interesting fact: It takes 22 tons of rock, gravel, grass and dirt to yield one single ounce of gold. Why is this interesting ' particularly in an article devoted to the branding of law firms? Because mining for gold has a lot in common with finding a law firm's unique position in the marketplace. In both cases, you have to sift through a lot of dreck to find that precious nugget.
Ask any attorney ' associates to senior partners ' what makes her law firm stand out from every other firm and the answer is often the same: exceptional client service, depth and breadth of talent, a broad range of practices and services, deep experience, cost-effectiveness, personal attention, responsiveness, a firm that partners with its clients, etc.
There is no disputing that these are all very important attributes. In fact, it's safe to say that a law firm simply can't survive without providing them, which is precisely why all these wonderful things are not the attributes that make your law firm stand out. Clients expect all of those things from their law firm today. They are the features and benefits necessary to getting into and staying in the game. But in terms of your marketing, and in keeping with the
analogy above, they are the 22 tons of rock, gravel, grass and dirt covering the nugget that makes your particular law firm unique.
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