Taking your firm to market

In the world of law, marketing and business development are still relatively new concepts, especially when compared to other sectors and industries.

While senior members of the profession may feel somewhat uncomfortable with the introduction of this wave of creativity, and new entrants understand and embrace the need for such business acumen, it is those in-between who are currently responsible for experimenting and exploring the way forward for marketing in the legal profession.

Until recent, our firm has always had a partner responsible for marketing. This involved managing outsourced suppliers on behalf of the firm. Essentially we have outside support for graphic design, advertising, public relations and media activities. This has always '¨proved a cost-effective way of bringing experts and resources into the business.

This summer, however, we decided to employ our first in-house marketing executive to support me as managing partner and co-ordinate our outsourced marketing team in a new direction for the firm.

Multiple offerings

Eric Robinson Solicitors was never going to be an easy firm to take to market. The firm has a history of over 45 years and has five branches; Southampton city centre which works with corporate clients on commercial law such as employment, licensing, property and litigation; Chandlers Ford and Hedge End which are in the heart of middle class, family suburbs of Southampton where people come to us for conveyancing, wills and probate and family law; Hythe which is '¨a town just outside the New Forest with a very close knit, residential community and a lot of retirees; and Bitterne which houses one of the few remaining criminal law departments in '¨the area.

One of the first marketing steps we took was over ten years ago when we looked at our corporate identity. We met graphic designers and chose a logo based on their understanding of us, the legal profession and the area we serve. The design was simple and each colour represented a different area of the business, which would later be rolled out into departmental literature.

Mission statement

What has stood us in very good stead is the tagline 'making law make sense'.

This was not only memorable and versatile for both written and spoken marketing campaigns, but also universal to clients in all areas of law. It has also been a very good mission statement for staff to get behind and ensure the public sees us as an approachable, no nonsense, trustworthy firm that puts the client first.

It is all too easy to dismiss the phrase 'corporate identity' as an elaborate term for just a logo, but it is the visual presence you wish people to recognise in relation to your firm.

It should represent your values, deliver a clear message and stand the test of time. SJ