200 - Lawyer Silicon Valley Firm

We were engaged by this law firm to assist it in changing it's market perception. The firm was perceived as purely an insurance defense firm when it had actually broadened it's practice into a full-service corporate law firm. We began our engagement with a brand development program that included a customized plan to internalize and externalize the brand message. Tactics included internal training and regular promotions as well as responding to issues and requests of staff. For example, staff requested that they have personalized nameplates on their office areas so they felt more a part of the team. Additionally, they requested more meetings with cross-functional teams of lawyers, secretaries, paralegals, etc. so that all team members could be apprised of client-related matters. Externally, the firm created image advertisements, a full-color magazine with business articles relating to their practice and a series of direct mail pieces. Following the brand portion of the program, we recommended that the firm hire a compensation consultant to realign firm compensation and foster a more marketing-oriented culture. We also worked with the firm to begin a client feedback program to increase awareness of the firm's full-service capabilities.