Developing strong, independent brands

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 from collaborative marketing, or to access so-called 'marketing agencies' that will act as third-parties to secure new work. This may seem an attractive proposition, but is it as innovative and forward-thinking as many believe? It's an exciting prospect when a firm is faced with a potential new route to market, or the opportunity to operate under a collaborative brand, but are we forgetting the essence and heritage of the profession? The sector needs to advance and modernise, but it's important to maintain what has long been regarded as a respected profession.

Many smaller independent firms have developed strong brands. But if you engage with '¨a third-party or operate under a brand you have no control over, are you confident that your firm will be portrayed appropriately? Is there confidence that your brand won't be damaged in the aftermath of any poor service issues? But more importantly'¨is this what your client-'¨base wants?

Clients are increasingly basing their engagement with a firm on symbolic attributes and personal service. It's time for the sector to get back to basics and reaffirm public faith in a profession that has long been highly regarded and trusted. Show that services are actively regulated, show that your brand and service has substance and delivers.

If we are to differentiate ourselves from our competitors in this increasingly saturated market space, we must concentrate on independent brand identity and client proposition. Otherwise, as those figures show, we risk losing the trust of our loyal customers - and they're the most effective marketing tool of all. SJ

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