How law firms can take a lead in an unclaimed space

As a brand consultant looking at the legal sector, one thing becomes immediately apparent: legal brands completely lag their business. For a sector so integral to society – enabling the flow of business, powering economies, building trust – legal brands do not reflect the true value they deliver, nor have they kept pace with change.

The gap becomes more apparent when compared with their clients’ brands. From technology to energy and healthcare, the sectors law firms serve are already using brand to their advantage – leveraging it as a strategic tool to facilitate change, gain favorability and familiarity, and ultimately drive growth. Energy sector brands have transformed to show how they are driving the energy transition, accountancy firms to reflect their move into consulting and growing capability. Perhaps, in contrast to other key industries driving our world forward, there is no perceived burning platform for brand in the legal sector. Yet law firms have an opportunity to think about the future of their business – and how brand can be a strategic lever to drive that ambition.

Looking at the legal sector, every firm has a story, each with their own focus and sentiment that tends to capture the rational side of their business. This has led to a sea of sameness, where distinct qualities get lost in communications that look and sound the same, struggling to communicate something more meaningful and differentiating. What the vast majority lack is a big idea – one that captures what they make possible in law, business and society.

By leading with a big idea, a law firm can steal the march. At its simplest, brand is about defining a position that makes you distinctive – and then focusing on it in a ruthlessly consistent way. It requires getting under the skin of your organization – uncovering what drives your people and business, identifying why your clients value you. With focus, law firms can build brand equity to drive performance, all while connecting to talent and stakeholders in a far more meaningful way.

So, with the opportunity there to be taken, we outline four reasons to illustrate how law firms can use brand as a strategic tool to take a lead.

1. Lead growth and performance

With brand strength comes awareness, familiarity and memorability. Research from BCG showed how those with strong brands hold a 46% larger market share than weaker brands. We experienced this with our client SLB, whose revenues grew 18% a year after they rebranded, adding $1bn to their brand value in the process (Brand Finance). Brand can be the solution for helping law firms cut through in a crowded sector and fuel growth. Helping to project confidence and clarity to the market, while driving preference and priority with clients.

2. Lead on the new frontiers of law

Be it climate, AI or whatever comes next, law firms have an opportunity to position themselves as a leader who operates at the leading edge – one with a deep understanding of the trends shaping their clients’ business. With a brand that signals that you are built for the future, law firms can amplify their role on the global stage – reaching broader audiences and shaping new experiences. In becoming more future-facing, law firms can also open up new conversations with clients, helping to reposition themselves and enhance their reputation.

3. Lead with talent

Talent attraction and retention is an ever-present challenge for law firms, and the current focus on salary wars will only get law firms so far. A strong brand builds employee pride – people want to work, and be seen to work, for leading, successful firms.

Brand projects the best vision of your business to the market and gets you noticed. It builds firm profile and, by association, individual profile. Brand can provide the critical connection between strategy, vision and your people. It shapes an engaging employee experience that motivates and inspires – providing talent with an emotional connection and reason to stay – all while ultimately leading to a better client experience as well.

4. Lead in the defining moments

Lawyers operate at the forefront of business, advising at critical moments, on complex, specialist issues. Yet legal brands rarely capture the criticality of the moments they advise on. Understandably, most law firms talk about client service. It is critical. But what does client service connect to? Is there something distinct about how you deliver your services? There is an opportunity for law firms to go beyond the expected. Elevating the impact they deliver by amplifying the distinct qualities that clients value them most for.

Three questions for brand leaders in the legal sector

Your brand is a strategic tool that can provide commercial and cultural advantages over your competitors. Get it right and you’ll have a compelling brand that will guide your business, engage and unite your people, help attract and retain top talent, and provide clients with a motivating reason to use your services over the long-term. For leaders and CMOs in the legal sector, questions to be asked are:

1. How well does your brand reflect the firm you are today?
2. How effectively is your brand helping grow and shape your business?
3. What more does your brand need to do in order to meet the future ambition of your firm?