This blog discusses the idea of getting your brand/message by answering a few big questions as well as posing a few key questions to help you better understand your brand.

1. Why have a brand?

It can be difficult to run a law firm without a name, reputation, brand (or whatever you call it) which does not promise a premium for quality.

Otherwise the legal services offered would just be commodities and that is a dangerous route – there is always someone out there who can provide a commodity for a cheaper price. For instance, many law firms are outsourcing operations to foreign jurisdictions for cost-saving reasons.

A law firm has the opportunity to have significant relevance and access to a specific geographic area or target market.

Clients value local access, accessibility and visibility.

2. Where does the value lie – in the firm or with the partners?

From the point of view of maximising firm value, there is always the possibility that brand value might actually reside in the individual lawyers themselves rather than the firm. This might be good for the individuals if they decide to leave, but not so good if they want to stay.

One of the benefits of cooperating in a business structure is the extra quality business generated by working together, of which cross selling and working in teams are obvious examples. The more that this is focused through a brand, the more value will reside in the firm and be less vulnerable to walking with the individual lawyers.

15 Questions to help you better understand your brand

1. Vision statement

• What are your most important products and services?

• What products and services will you never offer?

• What is unique about doing business with you?

• How would customers describe your brand?

• Where do you want your company to be in 5 years?

2. Mission statement

• What are the specific market needs the company exists to address?

• What does the company do to address those needs?

• What are the guiding principles that define the company’s approach?

• Why do customers buy from you and not your competition?

3. Essence

• When your customers experience your product or service, what emotions does the encounter elicit?

• If your brand was a person, how would you describe their personality?

4. Position or Value Proposition

• To whom are you speaking? (Target market, demographic, end persona)? Which market segment does your product or service serve?

• What is your brand promise? (Both rational and emotional)

• Why is your product or service different from the competition, and why should your customers care?