<b><i>Business of Branding</i></b>: The Grand Rebrand

As the veteran of several law firm rebrands, I've learned a few things about how branding projects work at firms, big and small. It's easy to underestimate how complex these kinds of projects can be so it's best to, as the old saying goes, hope for the best but prepare for the worst. I also want to note that all rebranding projects are unique ' no two are the same. There are so many variables (firm size, geographic reach, culture, decision-making process, etc.) that it's hard to generalize about branding projects. Even so, I think there are a few tips that will help make your rebranding project ' should you dare to take one on ' a success.

The Beginning

Before you begin, take a deep breath ' and a vacation. Rebrand projects can be all-consuming and time-consuming; and, just because you have a rebrand project going on, doesn't mean that your day job stops. Rebrand projects have many facets: internal, external; print, online, digital; etc. And while you have all of that going on, you still have to perform your regular job responsibilities. So, my advice is to take some time off before you jump into the project. You'll be glad you did when you're on the other side.

The Brand and Logo

The brand is the promise ' not just a new logo. Many people confuse “brand” and “logo.” An organization's “brand” is the promise that organization makes to its constituents. For example, if a law firm tells clients that it will develop innovative solutions to client problems, then the firm's brand is centered around “innovation.” The logo, on the other hand, is a visual representation of the brand promise, so the logo should communicate, through color, typography and/or mark, a sense of innovation.

Get Help

Depending on your budget and your firm's appetite for outside resources, retaining consultants can save time, money and heartache. There are a number of firms that have a wealth of experience to draw upon, and they are worth every penny. There's no need to reinvent the wheel when someone can help you build the wheel. Some of the branding consultants I have worked with in the past (and on Perkins Coie's recent brand refresh) include Right Hat and Zeughauser Group. Two notes about retaining consultants: 1) make sure that you have a good “personal” fit with whomever you retain. Rebranding projects are intense and fast-moving, so you need to be comfortable working closely with whomever you retain; and 2) while having legal industry experience and expertise can be helpful, consultants from outside the legal industry can bring a new and innovative perspective; however, experience in professional services is important.

Rebrand or Refresh?

Consider what you call it: rebrand or refresh. While the term “rebrand” is the term generally used to describe the process of developing a new logo and a new “look and feel” for a firm, for the most part, unless you are completely reinventing the firm ( e.g. , jettisoning a number of practice areas to focus on just one or two, or working on a merger). You are really not rebranding: What you're actually doing is freshening the visual identity and aligning your marketing message with current (or updated) firm strategy. So, a more accurate (and sometimes more palatable ' ) term is “refresh.” When some hear the term “rebrand,” it conjures up images of changing the firm's underlying unique selling proposition or altering how the firm goes to market. A brand “refresh” is probably more typical of what law firms do ' but use whatever term works best for you.

Don't Rush It

While there are situations where the timeframe for a rebrand is compressed ( e.g. , when two firms are merging and you have to have the new “combined” logo ready to go in just a few months), try to give yourself plenty of time to move through the process thoughtfully. Some of the things that will have an impact on how long the project will take include the number of elements and systems that you'll be updating; whether your firm has a consensus-building decision-making model; and how global your firm is and how many languages and cultures you'll need to consider. Given that a new (or at least refreshed) website will likely be part of the overall project, you should plan at least eight months for a refreshed website ' but 12 months for a complete rebuild/refresh. Overall, then, you probably should plan easily on somewhere between nine months on the short end and 18 months on the long end.

The Website

After the logo, the website is the most visible representation of the brand. Make sure you consider upfront what role the website will play in the rebrand. It's been my experience that you can sometimes use the need to update the website as a way to “back in” to a rebrand. For some reason, the idea of redoing your website can be easier for people to get their heads around than changing the logo or updating your look and feel. Maybe it's because websites are, by their nature, very visual and content-rich, and there is more perceived value in the website versus the logo. One thing to keep in mind if you're rebuilding your website: Make sure that you have the site designed to be responsive, so that it renders correctly on various devices (desktop, laptop, tablet, smartphone, etc.).

Clients are using mobile devices more and more to access your website, especially if it's one that offers a lot of content. There's no need for a mobile version of your site ' just make sure it's designed to be responsive.

The Launch

Launch internally first ' then externally. If you're going through a significant makeover, it may take some time for the internal audience to get comfortable with a new look and feel. Even though it may be a little tricky to keep the new logo under wraps, there are ways to begin to introduce the new look a little bit at a time. For example, once you have the new logo (and possibly new color palette that will guide the rest of your look and feel), you can do either a roadshow (if you have more than one office). Alternatively, months before the actual launch of the refreshed brand, roll it out with a refreshed Intranet. You can also start updating internal systems, if your project encompasses those kinds of things. The one thing you need to do, though, if you go this route, is to encourage people to keep the new logo a bit of secret, so that the firm can get some bang for its rebrand bucks when you do the formal external launch.

A committee can be a good thing (believe it or not). I'm not big on “decision by committee,” but having a small group of attorneys (including a representative or two from firm leadership) to act as “advisers” during a rebrand can be extremely beneficial. Not only can they help identify any potential landmines, but they can be ' and should serve as ' champions for the refreshed brand. It's important, though, that their role is clear from the outset. They are advisers and, as such, their comments and observations are extremely valuable. They may make recommendations, but their role is not a decision-making one. It's important to manage the expectations of the members of this group from the very beginning.

If your firm title has more than two names, a rebrand is the perfect time to consider shortening the firm name. Most law firms have a “street name,” the name that is commonly used by clients and the media. If your “street name” and your legal name aren't the same (which often is the case), a rebrand is a good time to make those two names consistent. If nothing else, the shorter name is cleaner, plus the risk management department may think it's a great idea. If your new logo won't feature the entire legal name of your firm, you may have to include the legal entity name somewhere on the printed piece or in the footer of a website homepage. Also, make sure that if you don't include the abbreviation for how your firm is organized legally (e.g., LLP, LP, PC, etc.) in the logo (many firms don't), you include that designation somewhere near where the logo appears, such as in a footer or someplace relatively near the logo.

Focus Date

Have a focus date for the launch. Rebrand projects have a habit of veering off in unexpected byways and are notoriously hard to keep on schedule. They often take much longer than is planned initially. One way to keep on track and on schedule is to have an “event” for the launch date. An ideal event for a brand refresh launch is one whose date can't or likely won't change. For example, when we were planning the launch of the refreshed Perkins Coie brand, we decided to target the official external launch during the annual partners' meeting. We knew that date wouldn't change and so we had to make sure we kept on track. The beginning of a new year is a great time to introduce a refreshed brand as well.

Educate the Staff

Educate the firm about the refreshed brand. It's important to help everyone at the firm (attorneys and staff alike) understand why it is refreshing the brand, and how the new look and feel reinforces the firm's strategic marketing message. A simple, one-page message points and potential Q&A can be helpful in getting everyone on board. If you do a brand refresh roadshow (as noted above in connection with the internal rollout), that's a perfect time to help people understand the underlying reasons for the refresh and the rationale for the new logo and other changes

Thank the Team

Finally, once the project is complete, make sure you thank all the members of the team personally. It's likely that a lot of blood, sweat and tears were shed in the process of the rebrand, so it's important that people feel recognized for their many contributions. A hand-written note, a gift card and something with the new logo (I'm a big one for useful swag ' ) are things to consider to demonstrate your appreciation.

John J. Buchanan, Director of Marketing & PR at Perkins Coie and a member of this newsletter's Board of Editors, has more than 25 years of strategic branding, marketing, communications and business development experience, including 12 years working with law firms. He may be reached at [email protected] or 415-344-7122.

As the veteran of several law firm rebrands, I've learned a few things about how branding projects work at firms, big and small. It's easy to underestimate how complex these kinds of projects can be so it's best to, as the old saying goes, hope for the best but prepare for the worst. I also want to note that all rebranding projects are unique ' no two are the same. There are so many variables (firm size, geographic reach, culture, decision-making process, etc.) that it's hard to generalize about branding projects. Even so, I think there are a few tips that will help make your rebranding project ' should you dare to take one on ' a success.

The Beginning

Before you begin, take a deep breath ' and a vacation. Rebrand projects can be all-consuming and time-consuming; and, just because you have a rebrand project going on, doesn't mean that your day job stops. Rebrand projects have many facets: internal, external; print, online, digital; etc. And while you have all of that going on, you still have to perform your regular job responsibilities. So, my advice is to take some time off before you jump into the project. You'll be glad you did when you're on the other side.

The Brand and Logo

The brand is the promise ' not just a new logo. Many people confuse “brand” and “logo.” An organization's “brand” is the promise that organization makes to its constituents. For example, if a law firm tells clients that it will develop innovative solutions to client problems, then the firm's brand is centered around “innovation.” The logo, on the other hand, is a visual representation of the brand promise, so the logo should communicate, through color, typography and/or mark, a sense of innovation.

Get Help

Depending on your budget and your firm's appetite for outside resources, retaining consultants can save time, money and heartache. There are a number of firms that have a wealth of experience to draw upon, and they are worth every penny. There's no need to reinvent the wheel when someone can help you build the wheel. Some of the branding consultants I have worked with in the past (and on Perkins Coie's recent brand refresh) include Right Hat and Zeughauser Group. Two notes about retaining consultants: 1) make sure that you have a good “personal” fit with whomever you retain. Rebranding projects are intense and fast-moving, so you need to be comfortable working closely with whomever you retain; and 2) while having legal industry experience and expertise can be helpful, consultants from outside the legal industry can bring a new and innovative perspective; however, experience in professional services is important.

Rebrand or Refresh?

Consider what you call it: rebrand or refresh. While the term “rebrand” is the term generally used to describe the process of developing a new logo and a new “look and feel” for a firm, for the most part, unless you are completely reinventing the firm ( e.g. , jettisoning a number of practice areas to focus on just one or two, or working on a merger). You are really not rebranding: What you're actually doing is freshening the visual identity and aligning your marketing message with current (or updated) firm strategy. So, a more accurate (and sometimes more palatable ' ) term is “refresh.” When some hear the term “rebrand,” it conjures up images of changing the firm's underlying unique selling proposition or altering how the firm goes to market. A brand “refresh” is probably more typical of what law firms do ' but use whatever term works best for you.

Don't Rush It

While there are situations where the timeframe for a rebrand is compressed ( e.g. , when two firms are merging and you have to have the new “combined” logo ready to go in just a few months), try to give yourself plenty of time to move through the process thoughtfully. Some of the things that will have an impact on how long the project will take include the number of elements and systems that you'll be updating; whether your firm has a consensus-building decision-making model; and how global your firm is and how many languages and cultures you'll need to consider. Given that a new (or at least refreshed) website will likely be part of the overall project, you should plan at least eight months for a refreshed website ' but 12 months for a complete rebuild/refresh. Overall, then, you probably should plan easily on somewhere between nine months on the short end and 18 months on the long end.

The Website

After the logo, the website is the most visible representation of the brand. Make sure you consider upfront what role the website will play in the rebrand. It's been my experience that you can sometimes use the need to update the website as a way to “back in” to a rebrand. For some reason, the idea of redoing your website can be easier for people to get their heads around than changing the logo or updating your look and feel. Maybe it's because websites are, by their nature, very visual and content-rich, and there is more perceived value in the website versus the logo. One thing to keep in mind if you're rebuilding your website: Make sure that you have the site designed to be responsive, so that it renders correctly on various devices (desktop, laptop, tablet, smartphone, etc.).

Clients are using mobile devices more and more to access your website, especially if it's one that offers a lot of content. There's no need for a mobile version of your site ' just make sure it's designed to be responsive.

The Launch

Launch internally first ' then externally. If you're going through a significant makeover, it may take some time for the internal audience to get comfortable with a new look and feel. Even though it may be a little tricky to keep the new logo under wraps, there are ways to begin to introduce the new look a little bit at a time. For example, once you have the new logo (and possibly new color palette that will guide the rest of your look and feel), you can do either a roadshow (if you have more than one office). Alternatively, months before the actual launch of the refreshed brand, roll it out with a refreshed Intranet. You can also start updating internal systems, if your project encompasses those kinds of things. The one thing you need to do, though, if you go this route, is to encourage people to keep the new logo a bit of secret, so that the firm can get some bang for its rebrand bucks when you do the formal external launch.

A committee can be a good thing (believe it or not). I'm not big on “decision by committee,” but having a small group of attorneys (including a representative or two from firm leadership) to act as “advisers” during a rebrand can be extremely beneficial. Not only can they help identify any potential landmines, but they can be ' and should serve as ' champions for the refreshed brand. It's important, though, that their role is clear from the outset. They are advisers and, as such, their comments and observations are extremely valuable. They may make recommendations, but their role is not a decision-making one. It's important to manage the expectations of the members of this group from the very beginning.

If your firm title has more than two names, a rebrand is the perfect time to consider shortening the firm name. Most law firms have a “street name,” the name that is commonly used by clients and the media. If your “street name” and your legal name aren't the same (which often is the case), a rebrand is a good time to make those two names consistent. If nothing else, the shorter name is cleaner, plus the risk management department may think it's a great idea. If your new logo won't feature the entire legal name of your firm, you may have to include the legal entity name somewhere on the printed piece or in the footer of a website homepage. Also, make sure that if you don't include the abbreviation for how your firm is organized legally (e.g., LLP, LP, PC, etc.) in the logo (many firms don't), you include that designation somewhere near where the logo appears, such as in a footer or someplace relatively near the logo.

Focus Date

Have a focus date for the launch. Rebrand projects have a habit of veering off in unexpected byways and are notoriously hard to keep on schedule. They often take much longer than is planned initially. One way to keep on track and on schedule is to have an “event” for the launch date. An ideal event for a brand refresh launch is one whose date can't or likely won't change. For example, when we were planning the launch of the refreshed Perkins Coie brand, we decided to target the official external launch during the annual partners' meeting. We knew that date wouldn't change and so we had to make sure we kept on track. The beginning of a new year is a great time to introduce a refreshed brand as well.

Educate the Staff

Educate the firm about the refreshed brand. It's important to help everyone at the firm (attorneys and staff alike) understand why it is refreshing the brand, and how the new look and feel reinforces the firm's strategic marketing message. A simple, one-page message points and potential Q&A can be helpful in getting everyone on board. If you do a brand refresh roadshow (as noted above in connection with the internal rollout), that's a perfect time to help people understand the underlying reasons for the refresh and the rationale for the new logo and other changes

Thank the Team

Finally, once the project is complete, make sure you thank all the members of the team personally. It's likely that a lot of blood, sweat and tears were shed in the process of the rebrand, so it's important that people feel recognized for their many contributions. A hand-written note, a gift card and something with the new logo (I'm a big one for useful swag ' ) are things to consider to demonstrate your appreciation.

John J. Buchanan, Director of Marketing & PR at Perkins Coie and a member of this newsletter's Board of Editors, has more than 25 years of strategic branding, marketing, communications and business development experience, including 12 years working with law firms. He may be reached at [email protected] or 415-344-7122.