Beyond the Logo: Branding as a Competitive Strategy

Many law firms think a "brand" consists of a logo, a color palette and maybe a tagline. But to truly differentiate a firm, a brand needs to be lived. Chantal Sheaffer presented at this session that showed LMA attendees how firms are using their brands to create strategic competitive advantages. Sheaffer and her co-presenters, Sally Schmidt of Schmidt Marketing and Paul Darwish of Graydon, examined how an office move provided an opportunity to develop the firm brand and how an internal audit of a client journey resulted in ways the brand could be reinforced by everyone in the firm. The session included ways other firms have created to support the brand at the practice group level.

Topics included:

• The process of creating a brand
• How to incorporate the brand into all aspects of the firm
• Engaging lawyers and staff in improving the client experience
• How the brand can be lived by practice groups