Download - Attorney Branding
Attorney “Branding”
Presented by John Hellerman
Philadelphia LMA
January 16, 2007
“A name, term, design, symbol, or any other feature that identifies
one seller’s goods or services as distinct from those of other sellers.”
What is Branding?
NOT!
• Firms have brand aspirations
• Clients define brands (for products and firms)
Branding: How does it work?
• Brands are valuable (if they’re leveraged)
• Most law firms have valuable brands (reliable, solid, expert, etc.)
• Firms aren’t leveraging and differentiating them properly
Branding: What is the value?
• We say “branding” we mean “differentiation”
• How will the market know what makes us different?
• Industry is consolidating its “products” NOT differentiating them
Branding: What does it mean?
The 4 Cs
Product (attributes & packaging)
Price
Promotion (Offers) Place (Distribution)
Customer Solution Cost
Communications Customer Service (Interaction)
The 4 Ps
A firm becomes branded by the reputation and performance of its
partners over time.
The “Branding Process”
Proctor & Gamble as a law firm
Proctor & Gamble’s products
A law firm’s products
Marketing What We Sell
“Clients don’t care about the firm, they care about their lawyer.”
“Firms are too busy ‘institutionalizing’ clients, and not busy enough institutionalizing their talent.”
Marketing What We Sell
The talent is the product.
The firm is the product marketer.
Create campaigns that impact the 3 R’s:
Relationships, Results, and Reputations
Seek compelling content that can be leveraged
through multiple channels (internal & external)
Apply sophisticated tools down the sales funnel
(from general awareness to direct marketing and relationship building)
Niche Practice/Partner Positioning
STRATEGY
“Using” Communications vs.“Doing” Communications
Tactics
• Super Bios/Q&A Releases• Best of Lists/Rankings*• Roundtables/Presentations• Custom Publishing• Blogs• Events• Training• Linking
Questions?