Rely on the most comprehensive, up-to-date legal content designed and curated by lawyers for lawyers
Work faster and smarter to improve your drafting productivity without increasing risk
Accelerate the creation and use of high quality and trusted legal documents and forms
Streamline how you manage your legal business with proven tools and processes
Manage risk and compliance in your organisation to reduce your risk profile
Stay up to date and informed with insights from our trusted experts, news and information sources
Access the best content in the industry, effortlessly — confident that your news is trustworthy and up to date.
With over 30 practice areas, we have all bases covered. Find out how we can help
Our trusted tax intelligence solutions, highly-regarded exam training and education materials help guide and tutor Tax professionals
Regulatory, business information and analytics solutions that help professionals make better decisions
A leading provider of software platforms for professional services firms
In-depth analysis, commentary and practical information to help you protect your business
LexisNexis Blogs shed light on topics affecting the legal profession and the issues you're facing
Legal professionals trust us to help navigate change. Find out how we help ensure they exceed expectations
Lex Chat is a LexisNexis current affairs podcast sharing insights on topics for the legal profession
Discuss the latest legal developments, ask questions, and share best practice with other LexisPSL subscribers
By Kevin Wheeler
Nothing infuriates me more than when I hear that a law firm has “rebranded” only to find that what it has really done is get a design agency to come up with a new logo (in a different font and colour), a new style for its literature and marketing materials, and a fancy new website (with no new content). Law firm branding is a complex issue and such treatment only illustrates how little understanding the firm concerned (and its agency) has about branding.
What is a “brand”?
As consumers, all of us are familiar with brands, be they product brands like Coca-Cola or service brands like Virgin Atlantic. In effect, names that we know and trust. So, perhaps it’s not surprising to learn that the word “brand” is derived from the Old Norse brandr, meaning “to burn”, in reference to the practice of producers burning their mark or name onto their products or livestock.
But from these early days, branding has moved far beyond the visual identity – name, term, logo, design or colours – associated with a product or service. These days, organisations talk about the “brand experience” which also encapsulates psychological aspects like thoughts, feelings, perceptions, images, experiences, beliefs and attitudes which they wish customers to associate with their products or services. In doing this, organisations want customers to feel that their brand has certain qualities or characteristics that make it special or unique, and for which they can then often charge a premium.
It sounds simple but, unlike a new visual identity that is relatively easy to create and implement, communicating and delivering the values of your brand in such a way that individuals respond positively to your message and choose to use your products and services over others that are available to them in the marketplace is a much more difficult challenge.
The challenge of delivering the brand experience becomes even more difficult for service providers as they are at the mercy of the behaviours of their staff, who have to deliver the service to the required standards on a consistent basis. In a factory, provided the manufacturing process is robust, every product will look and perform
Free trials are only available to individuals based in the UK
* denotes a required field
**excludes LexisPSL Practice Compliance, Practice Management and Risk and Compliance. To discuss trialling these LexisPSL services please email customer service via our online form. Free trials are only available to individuals based in the UK. We may terminate this trial at any time or decide not to give a trial, for any reason. Trial includes one question to LexisAsk during the length of the trial. See our full terms here.
Access this article and thousands of others like it free by subscribing to our blog.
Read full article
Already a subscriber? Login
Kevin Wheeler has been advising professional services firms on all
aspects of marketing and business development for nearly 30 years. As a
consultant he helps firms to manage and grow their key clients as well
as to win new ones. As a certified coach with WABC he works with
partners and those approaching partnership to improve their BD skills.
0330 161 1234