To stand out from the crowd firms need to have a thought through and authentic positioning and messaging before planning marketing activity. Clearly understanding and defining what your firm stands for, and how it is distinctive, provides an opportunity for richer storytelling and a more differentiated offering from a new business perspective.
Aligning senior stakeholders to a tightly articulated vision and purpose can help a leadership team agree and focus around a growth strategy. Finally, clear values that are truly ‘lived and breathed’ by a firm can assist in talent attraction, employee retention and satisfaction which has been shown to lead to happier clients in the long run.
Many firms leap straight to messaging tactics in their communications without fully understanding what makes their brand distinctive. As a result, their marketing lacks consistency and is less compelling.
What we do:
Working with a top UK law firm on their recent website refresh. As part of this work we delivered a messaging workshop and undertook external client listening interviews to draw out the firm’s purpose, which was key to directing the strategy for this website project. Our team continue to work with the firm to ensure this messaging and purpose is carried across the firm’s communication channels in a consistent way.
A large regional firm approached us to help them with their brand positioning and purpose. They had a relatively well communicated internal purpose but they wanted help sharpening it up, and understanding what it meant to their clients. We ran a workshop with senior leaders to build out the purpose and how it could link more directly to the first external expression and their elevator pitch. As part of this exercise we interviewed a number of their clients to understand how salient the firm’s purpose was, and how improved employee well-being might translate to improved client service. The result was an expanded and better integrated purpose expression and a roadmap for further roll-out and external brand expression.
We worked with a Central European law firm, initially to craft a revised elevator pitch and brand purpose. We built this out from a purpose and messaging workshop with the managing partner and validated the expression with key clients. The output was an elevator pitch and purpose expression and also a short film treatment for their senior leader to circulate in a network forum which presented the new purpose. We continue to provide support with communications strategy and tactics.