Researching the competitive legal market helps determine your points of difference and unique selling proposition.

These factors become your brand, which differentiates your law firm or legal service among increasing competition.

Articulating your differentiating brand traits supports a profitable market position by:

  • Heightening profile.
  • Creating deeper target market penetration.
  • Increasing market share through targeted business development.
  • Retaining key clients that support your legal practice or service’s growth strategy.
  • Influencing qualified prospective clients.
  • Attracting targeted professional talent.


Competitive intelligence (CI) considers market and competitor performance to aid decisions regarding the firm or service’s competitive position in the legal market, growth strategy, marketing initiatives, business development and client relationship management. It is also a tactical advantage in researching and qualifying prospective clients prior to proposal and/or pitch opportunities.