Why Some Firms are Right for Branding and Others are Not

By: Anne Gallagher - Published in: "Professional Marketing"

Some may say that branding has no place in a relationship-oriented business such as a law firm. While this may be true for many firms, there is a time and a place for brand identities in the industry. At it's best, branding can be used to do just this: broadly identify the firms core values. At it's worst, branding is just a catchy name for a new ad campaign. What's tricky is deciding if your firm could benefit from a branding exercise.

Hard Working Law Firm

By: Anne Gallagher - Published in: "Professional Marketing"

The Toronto law firm Goodman and Carr is known for their "been there done that" no-nonsense kind of lawyering. Yet recently they jumped on the bandwagon of law firms creating a brand identity for themselves. In today's ever-increasingly competitive marketplace they are trying to distinguish themselves from other law firms. Their "brash, innovative, creative, dynamic, and aggressive" form of lawyering has set them apart as a "hard working law firm."

Branding as a Strategic Asset

By: Merry Neitlich and Anne Gallagher - Published in: "Strategies"

Branding has become increasingly important in the professional world. It's easy to get lost in the shuffle of today's overcrowded marketplace. But if you can find that common thread that pulls your firm together and sets it apart as unique, you can create distinction. A brand is a claim of distinction, a connection with emotion, and a great story that's not completely told yet.

It's Branding. Get it? Many Law Firms Don't

By: Merry Neitlich and Anne Gallagher - Published in: "Marketing For Lawyers"

Is branding just another trendy "buzzword" to be discarded with the latest fad? Hardly. Branding is the process of finding the unique essence of your company. What many firms don't understand is the importance of internalizing your brand before externalizing it. If your firm doesn't live the brand internally, then it is nothing more than a catchy ad slogan. But if your firm is living up to it's brand, it will provide a truthful connection to our audience, engaging them to work with you.

Why the "Loneliest General Counsel" Says Branding Works

By: Merry Neitlich - Published in: "Marketing For Lawyers"

For one hundred years, Maytag has been delivering dependable appliances. They have also proven their brand essence again and again with reliable and high-end products. Now hear why Maytag's then general counsel says branding can work for your law firm.

Brand Concept Testing: Confirming Organizational Beliefs

By: Anne Gallagher and Merry Neitlich - Published in: "American Lawyer Media"

When it comes to branding a law firm, there is no more important guidepost than knowing who you are and what you do. But sometimes that knowledge can be the most elusive, especially in professional service partnerships. This is why many organizations turn to concept testing to confirm their brand choices and options. It shows not only who you are, but how well you are communicating your brand distinction.

Brand Blow Ups

By: Anne Gallagher - Published in: "Of Counsel"

Branding is not an easy process, and when the exercise hits a snag or meets with criticism, it can be enough to kill the brand altogether. But knowing why you are branding and who you are as a law firm just may save the process from failing. And when these questions are paired with an effective concept-testing program, the results can be astounding.

The Morphing of Branding into Strategic Marketing

By: Merry Neitlich and Jim Hughes - Published in: "Strategies"

Catchy slogans and logos used in advertising have no effect if they don’t reflect a firm’s unique essence. In fact, the branding process is just one step in a successful marketing program. Advertising is simply the externalization of a firms brand, without sufficient internalization, the brand is ultimately meaningless.

The Management and Marketing Implications of Branding

By: Merry Neitlich and Anne Gallagher - Published in: "Law Firm Governance Review"

For many lawyers, the concept of “branding” smacks of marketing gimmickry. But for those firms who have successfully undertaken the process, they see that it is more akin to strategic planning than most other marketing endeavors undertaken. Done well, a branding program not only identifies a firm’s unique “essence” but it sets the course for a firms future. In the process, a successful branding initiative raises some of a firm’s most critical management and marketing issues.

Brands are Back

By: Jim Hughes - Published in: "Second Wind Quarterly"

Slowly but surely, companies across America are beginning to realize that having a recognizable brand is not only a huge benefit to the company, but can be essential to it's success. In today's marketplace brand recognition is at an all time high. A brand is really a mark of distinction, but the way to find that mark is elusive as ever. Here at "Extreme Marketing" we've developed a process we call "Turning the Telescope," in which we look inward at the firm to discover their unique identity. By doing this we discover what makes the firm different and tailoring the brand to the firm as opposed to making the firm fit the brand.

Branding Becomes a Legal Business Strategy

By: Anne Gallagher and Merry Neitlich - Published in: "Marketing For Lawyers"

Some of Americas' largest law firms are beginning to realize that "branding" is no longer a dirty word. In fact, many firms across America are embracing branding as a way of communicating what distinguishes them from other firms. Although the obstacles can be great, the benefits of using branding as a tool for increasing awareness of your firm can be extremely beneficial.

The Bar's Been Raised

By: Merry Neitlich

As law firms look to the future they see that the quality of service that clients expect is constantly increasing. Somewhat satisfied clients tend to look elsewhere for representation while those who are completely satisfied bring in return business and more referrals. Law firms are beginning to realize that a well-rounded marketing program is no longer a perk, but a necessity to ensure continued success

Folding Success Into Law Firm Marketing Programs

By: Merry Neitlich - Published in: "CTLA Forum"

Law firm marketing is not just a reality, but a necessity. Implementing effective and successful strategies requires client focus, planning, training, and long-term commitment. As the recession begins to ebb, those firms that implement these types of programs will be the real contenders in the marketplace.

Total Brand Integration: A Model for Brand Marketing (pdf file)

By: Anne Gallagher & Merry Neitlich - Published in: "Strategies"

The problem with most brand development in law firms is not creativity but integration. Too often brands are viewed as mere identity design and not one of a firm's most strategic aspects. An effective brand not only must identify the "essence" of the firm but it must be integrated into the whole of that firm's marketing mix.