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CCCA_V5No2_Branding-FIN.qxd:CCCA_V1No1_DriversSeat-FIN.qxd 5/6/11 12:16 AM Page 32 Feature Retailers like Wolverine are old hands at marketing: the mar- Many simply state the obvious. ketplace has always forced them to clearly define what sets them “I expect a firm to have good quality attorneys, yet [the brand apart from their rivals and hammer their message home in mem- statement] starts with saying that,” Grady says.“I expect that you orable words and images. Branding is not exactly new to law have a practice in the area I’m looking for services and expect firms, but increased competition is forcing them to get serious that you have expertise in that area. I expect you have an ability about how they sell themselves in a crowded market. In the tur- to serve a certain geographic area. I expect you have that, bocharged world of Big Law, a thoughtful branding strategy that because I’m talking to you.” goes beyond slogans and logos can create a serious competitive He says he is looking for specific expertise, the ability to pro- advantage and help achieve sustainable business growth. vide strategic counselling and knowledge of the wholesale retail It’s also a sign of how things industry.“It’s my impression that have changed in the legal pro- frequently the individual talking fession. Law firms have tradi- to us has spent more time tionally “shied away from researching their next car pur- “There are things assessing,managing or even dis- chase than researching our com- cussing their brands,” according pany,” Grady said. to a blog post by marketing your firm can’t do. If Law firms, he suggests, must research firm Acritas.“In some it can’t do it, honesty identify a strong brand promise, quarters ‘brand’ has even been then tie it into the prospective regarded as a dirty word” even is the best policy.” client’s needs. They need to though the key assets of a law organize their resources in a way firm are “the staff, client rela- Ken Grady, that allows them to present their tionships and the brand.” General counsel, Wolverine brand as focused: “This is where Intense competition in the we have expertise; this is our marketplace is driving the knowledge of your industry.” increasing emphasis on adver- It’s important that law firms tising and brand-awareness, says understand the client, not just Richard Stock, partner with their own brand and product. Catalyst Consulting.In Canada, They should be familiar with the he says, there is not enough client’s brand, the industry and complicated work available for the amount of talent depth that the challenges it faces, understand to whom they are marketing many firms have. Branding is one tactic, along with mergers and and who influences the buying decision.They must know what acquisitions that firms use to compete for market share. their product is — what they’re trying to sell — and what their Knowledge and depth count:“How old a firm is and how big a product is not. “There are things your firm can’t do,” Grady firm is don’t count in the least anymore,” he said in an interview. points out.“If it can’t do it, honesty is the best policy. It happens As the conference heard, law firms are discovering that a all the time: I get on the phone with someone who knows less strong brand can be the foundation of client relationships. But as about [a practice area] than I do.” Grady points out, many firms still aren’t successful at communi- Law firms also need to do a better job of identifying the scope cating the message. of what they want to do, he says.This means disaggregation and looking at how they can unbundle services — in other words, Building the brand developing techniques to efficiently deliver the product. They The first prerequisite of a successful brand is a good product, must know the market for their product, identify their chief Dan Ross, president of Wechsler Ross & Partners, told the competitors and communicate their“point of differentiation”— Washington symposium.Law firms that want to do business with what distinguishes them from every other firm. corporate counsel have to stand out. They must have a clearly articulated brand which goes beyond quality and expertise. Focus on the client Furthermore, their lawyers must be able to articulate how their Hogan Lovells is one firm that is walking the talk.A global law skills reflect that brand. firm with offices in 41 countries from Abu Dhabi to Zagreb, it 32 CCCA Canadian Corporate Counsel Association SUMMER 2011