Your people are your untapped brand asset, says Dominic Zammit
Great legal brands are driven by great people, united by a shared mission. This mission is founded on a set of common values that sit at the core of the law firm strategy and act as the lynchpin between the employer proposition and client promise.
But how does a firm agree the right set of values? And once those values are defined, how does it engage a workforce to embrace them, embody them and evangelise them in the outside world?
Achieving authenticity
In recent years, legal brand strategists have worked hard to define and outline an approach to achieving ultimate ‘authenticity’. In a bid to appear human, trustworthy and approachable, firms are encouraged to re-spin stale corporate verbiage to inject a much-needed hint of personality.
While the sterility and polish of the word ‘authenticity’ itself lacks personality, and the one-size-fits all approach to establishing an authentic brand proposition flies in the face of reason, the underlying premise has merit.
To maximise engagement with a firm’s brand, both internally and externally, the values that
