Emma Waddingham on the importance of building a true brand story
We all recognise the trend over the past year for “brand law” driven by marketing agents offering firms the tools and expertise they need to develop a brand that can become a leading—if not a household name—in an increasingly consolidated and competitive market.
However, it’s clear from discussions with practitioners and business consultants that these market challenges aren’t enough to persuade some firms of the benefits of building a true, in-depth picture of what their brand is and its value to the marketplace. This generally answers the questions: Who are you? Where have you come from? Where are you going? and What are you going to do to secure your position?
To avoid being left behind, many legal professionals need to be encouraged to think differently—to think more strategically about branding and marketing, and to integrate this thinking with business development and the business plan to hit target.
A working example
At the recent Association of Personal Injury Lawyers (APIL) Annual Conference (the drop in numbers this year really highlighted the impact
