A law firm’s brand is more than just marketing—it is the embodiment of the firm’s identity, what it stands for, and where it is going. A firm’s brand is the ongoing story and visuals that are elicited in a client when they hear your firm name. Whether due to expansion of services or for a more modern look, it is often in an evolving firm’s best interest to rebrand. A rebrand is not only the renaissance of the external messaging, but also an opportunity to look internally at the vision, beliefs and culture.

Identify Rebrand Triggers

The goal of a rebranding strategy is to develop instant recognition, inciting a subconscious favorable reaction and instinctive preference to the firm. To start, a rebranding strategy should begin with the business reasons behind the rebrand. Does the firm need to accelerate growth in a new market? Is it driven by the need to compete with larger or more established competitors? Was there a change in ownership or stakeholders? Or is the current brand simply no longer accurate? Often it is a combination of motivations behind a rebrand but, whatever the reasons, it is important to fully identify the “why,” making it front and center as the rebranding process begins. With clear objectives, it is much easier to avoid potential gaps and ensure the achievement of the desired business goals of rebranding.

Self-Awareness is the Key to Success

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