Another Look at the Brand Disconnect in Law Firm Business Development
In our last post, we started to look at the common disconnect that often happens between a firm’s tagline – and the “brand” they aim to create with it – and the ways in which lawyers at the firm attempt to sell their services. We noted that the takeaway message from a pitch, speech, meeting, proposal, and other law firm marketing efforts often doesn’t match up with the firm’s tag line. Of course, in that post, we looked at taglines that were broad in scope and may have left readers wondering, “But what about firms using with tag lines that are more direct and focused?”
- DRI – “The Voice of the Defense Bar” – promises DRI “Delivers Resources to Build Your Practice.” The associated DRI Europe uses the tagline “Defending Business.”
- Dickstein Shapiro LLP markets “Experience Innovation.”
- Wolf Greenfield defines their firm as “Specialists in Intellectual Property Law.”
- The welcome screen for the Fitzpatrick – Fitzpatrick, Cella, Harper & Scinto – website professes “We Are IP,” even before the name of the firm is mentioned.
- Ius Laboris, an alliance of international law firms that specialize in lending legal support to firms with human resources concerns ranging from employee benefits to the impact of immigration, brands itself with the tagline “Global Human Resources Lawyers.”
While each of those taglines is focused clearly on an area of specialty or the core function of the firm, others focus on action. At Ogletree Deakins, the tagline is simply “Now” – and is meant to convey to prospective clients that what they do now will have a lasting impact on the future of their businesses. “Now” also can relate to the up-to-date, action-oriented work that the firm does on a client’s behalf. Faegre & Benson stresses “We Deliver More Together” – emphasizing the importance of partnering with their clients.
What separates these taglines from those previously discussed is simple: each would be a strong takeaway if used as a critical part of an attorney’s legal marketing efforts. Therefore, the question remains: are these marketing and advertising components also finding their way into the Red Zone – the business development arena – where meetings and pitches are being held with prospects?
Remember, a firm’s brand is only as strong as the attorneys make it. The more firms connect their brand with their sales process, the more memorable it will be and the stronger the impact it will have.
