How can law firms define a genuine sense of distinctiveness when they need to bring together so many different practices under one roof? Isn’t it impossible to articulate one core message about who they are when they do so many different things for so many different people?.
This month’s Quick Thinking from Thirteen explores what firms can learn from Virgin and how, with the necessary rigour and discipline, they can balance the needs of the individual, the practice and the firm in a way that’s both consistent and flexible.
To read it go to the ideas section on www.thirteenideas.com
90% of what one law firm does is the same as another. 10% is distinctive. I help law firms uncover, articulate and communicate how they’re distinctive. This helps win work. It also strengthens client loyalty, streamlines decision-making, enhances collegiality, makes recruitment easier and means time and money can be used more effectively. This might mean a complete rebrand for a firm that needs to define its market proposition more precisely. It could be helping a firm articulate its key messages more clearly and communicate them more persuasively through its bids and tenders, marketing materials, website or thought leadership. Sometimes it’s about building a concise framework to help deliver a best practice, distinctive experience at every stage of the client journey. Whatever it is, something distinctive exists within everyone – it just needs uncovering.
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