Legal Business

Brand capital can drive your law firm’s growth

Posted on |
industry

There remains a tendency for law firms to treat ‘branding’ as a one-off initiative, which they look at, on average, every eight years. Sadly, this often results in a great deal of wasted time and money, and consequently a great deal of frustration.

Is this to suggest there is little or no value in branding? Far from it. It’s merely that the approach is flawed and leadership teams need a better understanding of how to gain maximum value and momentum.

Legal Business

How do you know when you have a brand advantage?

Posted on |
industry

By Sholto Lindsay-Smith, founding partner and director of brand strategy at Industry, an international brand and business consultancy.

As the management mantra goes, ‘you can’t manage what you can’t measure’. Law firms often undertake evaluation of their brand in pockets throughout the organisation by teams in HR, customer experience, internal and external communications. What is often missing is a 360-view which can summarise the brand strategy, identify brand-blockers and determine where to invest efforts in building brand advantage. This article considers the importance in assimilating this information to build a lasting brand advantage.