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Developing strong, independent brands

Collaborative branding is not as innovative as some would like you to believe, says Liverpool-based Lisa Alty

27 September 2013

With recent reports indicating that just 47 per cent of the public trust lawyers, it's important to ask what influence on, and contribution to, decision-making your brand actually has.

With new entrants coming into the legal services market, law firms need to look to their brand and service proposition to help encourage client engagement and reinforce trust.

It is no secret that the profession is in a state of unrest and uncertainty as a result of the introduction of alternative business structures (ABSs), legal aid reforms, Jackson reforms and the general flux of the economy. But as the sector opens its doors to new business ventures and increasing franchising opportunities, are we in danger of damaging the independent firm market?

It would be wrong to assume that mass consumer marketing and campaigns via collaborative branding is the only answer to survival and growth.

There are new opportunities for law firms to benefit f...

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