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It might be worth distinguishing between the audiences when talking about brands. Most larger law firms deal directly with businesses rather than consumers and are likely to have more frequent contact. It will be very interesting to see in coming years what happens with 'brands' like High Street Lawyer and Quality Solicitors. Certainly consumer awareness will rise. How would consumers then rate those brands against other brands in particular in professional services. It is worth being clear: brand is not about the logo and the visual elements of a law firm's identity. In my work I often come across this misperception. I would explicitly state here that how a firm answers the phone, who they sponsor, the things they say at conferences, etc all impact on their brand. And finally we should distinguish between how the readers of this article - principally legal professionals - perceive legal brands compared to other legal brands. Legal brands should be compared to non-legal brands and may well perform totally differently on that basis.

20-Mar-2012

1:02 pm