Say the term “Big Law” and it conjures up a pile of firms with more or less the same traits—good and bad.

So how does one law firm in that collection distinguish itself from another?

That’s where Siobhan Burns steps in. As a principal at branding consulting firm Clarity in New York, Burns and her colleagues have worked with many of the legal industry’s giants, including DLA Piper, Dentons and Hogan Lovells, to help those firms set themselves apart from the pack.

As Burns explains in this episode, the process is much more than devising a logo. It’s about helping firms identify their attributes and relaying those qualities to laterals and clients. Importantly, it’s also about conveying that message internally, in order to build teamwork, pride and forward momentum.

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