The law firm environment is undergoing unprecedented change. An ecosystem is being turned upside down. Yet many (too many?) law firms are not planning to adapt. At a time when companies and consumers of legal services are changing the way they see themselves, law firms need to ask themselves questions. Does the way they are perceived and understood still correspond to market demand? But labels are tenacious. Old images stick. Perhaps it’s time for a rebranding to make it clear that the firm has entered the 21st century.
Rebranding, rebranding, rebranding…. Rebranding has no French translation. The English definition of the term is « to develop a new and differentiated identity in the minds of customers, consumers and investors…. » . (1). In other words, it’s a question of profound change. Rebranding is about creating, evolving and restoring.
For a law firm, there are three stages to the exercise:
- Understanding: i.e. identifying the firm’s strengths and vision.
- Drawing: i.e. aligning this vision with the firm’s image and communication.
- Delivering: i.e. implementing all the resources needed to convey the brand’s message.
It’s not just a matter of changing the name or logo. The challenge is to ensure that this change has a profound meaning in terms of the firm’s identity and the way it presents itself to the market. What to emphasize? The use of technology, a new approach to invoicing, customer service, repositioning in relation to specific fields of activity or customer categories…. There are as many answers as there are firms…. Answers you have to make the effort to find. The key is to successfully align the brand and its people, to believe in the vision, to proclaim it, to engage the troops. Ambition and creativity will make all the difference.
To find out more
(1) https://en.wikipedia.org/wiki/Rebranding
