Brand Development

A strong, defined and distinctive brand enables a legal market leader to own their market and stand head-and-shoulders above the competition. Instantly recognizable, a memorable brand sends a clear message to the market that:

• Heightens recognition and enhances reputation leading to growth.
• Penetrates target markets and cements a unique value proposition.
• Drives revenue due to value recognition.
• Solidifies market positioning in the increasingly competitive legal sector.
• Establishes or reestablishes name recognition post-merger, acquisition, consolidation or expansion.
• Supports your story and protects your brand name.

Legal Market Brand Experience

Brand strategy and development has always been part of my DNA. Having branded legal entities for the last 25 years, I recognize why clients and stakeholders are attracted to various legal service providers, and how selection happens.

Developing brand strategy and campaigns for firms that range from global to boutique and corporations to entrepreneurial soloists, I can attest that the winning trifecta of market strategy, market positioning, and brand development results in market leadership for firms, companies, practices, teams, and individuals.

My Brand Development Approach

Developing a strong and successful brand starts with establishing a market position that aligns with your value proposition. The result is a hallmark unique to only you that attracts prospects and converts them to clients.

Steps may range from due diligence on your market, firm, competition and clients to developing and workshopping branded materials and tools. This enables brand ambassadors to create influential ripple effects that build the brand’s reputation beyond traditional boundaries and markets. 

Collaboration and Consensus are Key to Success

I have helped numerous law firms and legal service companies build brand strategies and campaigns along with market-distinctive and award-winning websites, materials, and tools that have heightened public profile, enabled practice expansion, and solidified market positioning.

The key to successful Brand Development and execution lies in collaboration and consensus. Both factors help brand acceptance to happen with ease, and for delight to happen by default.

Brand Development with Global Results

For a global firm entering North and South American markets, I led a multi-jurisdictional brand awareness campaign that resulted in recognition as #1 law firm brand in Canada.

For a Big Four firm, I led a team responsible for a first-ever, multi-year brand awareness campaign that continues to this day. Survey results show the firm moved one position and, in some cases, two positions ahead of its competition.

For a Canadian intellectual property law firm, I created a new brand strategy and campaign that increased profile in Canada, United States, Europe and Asia.

Each of these firms are recognized in their target markets for distinctive one of one traits. With a solid brand strategy, smart campaign and savvy execution, you can be, too.