I received a package the other day from a prominent law firm announcing a rebranding, which seemed to consist of a shorter name and a clever new logo. There didn’t seem to be anything otherwise new or different about the firm, so the brochure went straight into the blue box. But I was reminded of a remarkably similar mailing I received, something like eight years ago, from a big firm that, like this one, had shortened its name, come up with an abstract logo, and called it rebranding.
So it might be time to review what a brand is and is not. This is important, because right now, we’re on the verge of a major shift in the law firm brand landscape.
1. A new name and a new logo do not constitute a new brand. A brand is a promise — a guarantee of identity, reliability and/or quality. A brand is what your customers come to expect about your product’s or service’s performance and delivery.
2. Whether your brand is a good one or a bad one depends almost entirely on how well or how poorly you perform that function and delivery.
3. An effective brand is unique, or at least easily distinguishable and differentiable from the competition, and is aligned with your actual conduct. An ineffective brand is one that’s belied by what you actually do — a company that doesn’t follow through on its brand promise hollows out the brand’s effectiveness.
Now, law firms are, generally speaking, terrible at branding, for a couple of reasons. First, most firms don’t stand out from their competition in terms of the services they offer, the solutions they recommend, the rates they charge and the manner in which they bill. So it doesn’t matter how they brand themselves, they all act essentially the same way and are effectively indistinguishable from clients’ points of view.
Secondly, when law firms do make brand promises, they don’t keep them consistently, if at all. Partly this is because their promises are abstract and extravagant — how can every law firm have “top-tier practitioners” with “leading litigation and corporate abilities” who “provide the highest quality legal services” (quotes taken at random from law firm websites)? Here’s a fun exercise — read 50 law firm sites and count how many firms work for “many of the leading corporations and financial institutions in the world.”
And partly it’s because most law firms have no mechanisms to enforce follow-through on their brand. How can clients expect a consistent type of service when every partner is effectively autonomous, project management templates are rare or non-existent, and key talent leaves and enters the firm like a carousel? So most law firms suffer from the twin brand defects of not offering anything uniquely distinguishable from the competition, and not offering it in a reliable fashion.
That’s the bad news. Here’s the good news: the range and types of brands available in the law are exploding as we speak. Continue Reading