Rebranding Your Business
A New York-based law firm that offers comprehensive legal services in the areas of intellectual property, real estate, finance and capital formation. Its Corporate Group serves multinational and entrepreneurs, while its Litigation Group represents both Fortune 500s and start-ups.
With new leadership in place after over a decade in business, we were hired to help rebrand the firm in a way that emphasized its strong values and differentiated it from its competitors.
While successful, the firm suffered from low visibility and as a result, was considered too small to handle larger clients.
Our goal was to assist the new leadership in growing the firm’s visibility by bringing the company’s unique value to the forefront of their marketing efforts.
Our Approach: Things to Think About Before Rebranding Your Business
After extensive firm and client research, we identified our client’s core brand values, which included a proprietary legal approach; a high level of integrity in all dealings; a relentless dedication to service; and an employee development program that groomed great professionals.
Since larger competitors often lack the personal touch with clients, we created messaging that featured each of the partner’s expertise to highlight how they put all of themselves in what they do. This served as a key branding differentiator.
Take-away & Impact
We implemented the new brand through various channels which included traditional media, trade reports, social media and a revamped website.
This customized approach enabled our client to increase its visibility within the marketplace and differentiate itself from competitors. Where it was once viewed as a boutique firm, it is now seen as a law firm operating within the boundaries of its mission, vision and values. Our strategically placed case studies, news releases and partner blogs have helped further established the firm as a major player in the IP and real estate law arenas, and earned it a first-time placement in US News & World Report’s coveted Best Law Firms national list.