Opinion: "What’s that coming over the hill?" says Duncan Shaw

Law firms are getting bolder with their brand strategies. Duncan Shaw sees digital as the key to differentiation in an increasingly competitive sector

It might not scare everyone but there’s a looming threat to law firms coming over the hill. If you don’t invest in your brand and visual identity, you may get left behind, or indeed eaten alive.

It may sound dramatic, but it’s clear that there are currently big changes underway across the global legal industry from a business, branding and marketing perspective. In recent years, several of the more ambitious law firms have started to invest and develop in their brand presence, adopting for the first time a client-first strategy and taking a bold and innovative approach to both their internal and external communications.

With mergers rife across the sector, a strong brand positioning is critical. Imagine two equally sized law firms; one with a client-first brand that clearly communicates its value and relevance, the other with the usual mish-mash of self-centered messages. Which firm's managing partner would you bet on to take the lead in the newly merged business?

It’s fair to say that firms without a distinctive brand and culture risk fading into the background and perhaps, ultimately, disappearing.

Gone are the days when law firms were afraid to stand out. Today the legal sector features some great examples of bold challenger brands: DWF, Nabarro, DLA Piper and Nixon Peabody to name just four. New websites from firms such White & Case and Vinson & Elkins are shaping the future of law firms’ digital communications. They employ considered content strategies and use their digital presence to grow their brand footprint.

Our 2014 Living Ratings survey of AM Law firms’ websites showed a clear trend toward a brand positioning based on specialisms and expertise. Whether based around sectors or practice areas, this outward looking, client-centric approach is designed to resonate and connect with target audiences globally.

Our research shows that there’s a drive toward the creation of original content and thought leadership to support law firms’ prospecting and marketing activity. Whether this is sector-focused or issue based, this insightful content is fueling social media channels and enhancing direct marketing tactics and events. With clients looking for more than just legal advice, law firms are now using substantive content to deliver value added service online.

Leading firms are increasingly looking for technology to support the delivery and measurement of their brands and content. We are seeing a marked increase in the adoption of enterprise-level content management systems such as Sitecore, EPiServer or Ektron. Powerful tools that allow leading law firms to be fleet of foot with their content strategy and that are integrated with their CRM systems, allowing firms to analyze every send, read, click and download.

We’re also seeing a rise in law firms’ campaigns that promote their sector or practice area expertise. These campaigns use a wide range of integrated marketing tactics to drive debate and engage with prospective and existing clients.

Living Ratings analysis shows that the use of social media in the legal sector has risen dramatically, with many firms understanding that a strong profile on LinkedIn or Twitter is just as important as a good website. In this brave new world, campaigns must also be mobile-friendly to match the needs of on audience that’s often on-the-go. One client recently told us that views to their site rose by over 250% in just 12 months following the development of a mobile-friendly website. Clients are now interacting with law firms across a multitude of channels and touch points.

The brave and the bold – firms that think about their clients’ needs – will survive and thrive. Questions like, “How can we help you?”, “What else can we do for you?” and “Did you also know we do this?” are more likely to get a response than statements like, “We’re a big global law firm!”

It’s going to be ‘sharpen your elbows’ time over the next few years, so buckle up, invest in your brand and use your website and digital channels to get your message across. It will be time and money well spent.

Duncan Shaw is the executive creative director at Living Group. Living Group are sponsoring the Transform North America conference on 27 October in New York City. This conference covers an abundance of topics including brand development, rebranding and reputation management. The full programme and more information on our fantastic speakers can be viewed here. To book, follow this link.