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LAW FIRM B®ANDING
Glass Rock strategic b®and agency
what a br®nd is not?
It’s not a....
LOGO
IDENTITY
LAWYER
LAW FIRM
SPECIALIST
LITIGATOR
NEGOTIATOR
SERVICE
LITIGATIONCOMMERCIAL
MEDICAL LAW PROPERTY TRANSFERS
TRADE MARKSCRIMINAL
MOTOR VEHICLE ACCIDENT CLAIMS
ESTATE ADMINISTRATION
It’s
not
what you say it
is!
It’s what yourCLIENTS
&POTENTIAL CLIENTS
say itis
LAW
FIR
M B
®A
ND
ING
what is a b®and?
Brand: is the embodimentof the promise thata product, service orcompany will deliveror be experienced
by the client
Source: Persuasive Brands
“ A brand is more than a name or a logo – it is a promise and a contractwith every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.”
Richard Branson
PROMISE
CONTRACT
FEELING
EXPECTATION
T = R + DTrust Reliable Delight
trust comes from meeting and beating customer expectations
Source: The Brand Gap
logical connect
promise
emotional connect
trust
LAW
FIR
M B
®A
ND
ING
what is
marketing ?
“marketing is the tool set used to insure that a firm sells a
service at the optimum volume & price to maximize
profit.”
Source: Interact Marketing
“B®anding & marketing intersect. B®anding
determines what services are offered and who offers them.
Marketing is how those services are sold”
Source: Interact Marketing
why focus on
building a strong
b®and ?
clients face a
dizzying array of
choices
legal services
are a
commodity
what are the
benefits of a
strong b®and ?
A strong b®and
differentiates
from
similar offerings
me!me!me!me!
me!
me!
me!
me!
me! me! me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
a strong b®and
reduces the need
to compete on
price
it gives employees a
sense of purpose:
“we are here because…”
a strong b®and ensures
client retention
&
client acquisition
a strong b®and
ensures
quality control
it guides the
vision
&
management
of the firm
FACT!!!
10 %positive differentiation
=28.5 %
increase in revenue
Source: Altman Weil
how do
we build a strong
b®and ?
LAW
FIR
M B
®A
ND
ING
create brand leadership –
Positioning
LAW
FIR
M B
®A
ND
ING
make it the heart
of your practice-
Culture
LAW
FIR
M B
®A
ND
ING
innovate & specialize-
Promise
LAW
FIR
M B
®A
ND
ING
deliver-
Trust
LAW
FIR
M B
®A
ND
ING
live your brand-
Brand Ambassador
LAW
FIR
M B
®A
ND
ING
create brand visibility
creative touch points
remember
LAW FIRM B®ANDING
Great brands are crafted with CLARITY
Established on TRUTH
Communicated with PASSION
Source: Boomtown Advertising
NOTICE
• Copyright Notice © 2008 All rights reserved
• You may copy, distribute and reference this presentation on condition that you clearly indicate that Glass Rock strategic brand agency is the owner hereof.
• We would appreciate it if you will make available to whoever wants it, our contact details
• If you would like us to undertake a brand audit or assistance with a brand strategy or for any form of marketing and strategic brand training, please contact us via email.
• If you have any questions, please contact Sean on [email protected]
