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Visual identity: Creating a modern brand for a 194-year old law firm

Bruce Cockerton discusses how the rebranding of his 194-year old law firm is enabling it to achieve its strategic ambitions

18 September 2015

Bruce Cockerton discusses how the rebranding of his 194-year old law firm is enabling it to achieve its strategic ambitions


Key takeaway points:

  1. Articulate a clear vision to your partners on how your firm needs to evolve

  2. Bring everyone in the firm with you on the journey to evolve your brand

  3. Conduct client and partner interviews to identify and articulate the firm’s values and strengths

  4. Create a sense of urgency with a fixed deadline to improve the efficiency of the rebranding processes

  5. Don’t remove all vestiges of your firm’s history during the rebranding – heritage still matters

  6. Use your visual identity to demonstrate your firm’s value proposition to current and prospective clients


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