Recent findings indicate a noteworthy trend among leading law firms as they adopt emotionally charged branding strategies to establish themselves as champions of social and client interests.
Research reveals a burgeoning category of elite law firms within the top 100 that employ brands aimed at fostering an emotional connection with clients. These firms distinguish themselves by defining their roles as advocates for both social and client causes. Despite the emergence of these ‘brilliant examples’, many top firms face challenges in differentiating their brands. This is evidenced by the fact that five firms share remarkably similar taglines.
A recent branding initiative by Freshfields, introducing the tagline ‘Make bold moves’, illustrates a significant shift towards branding that prioritises emotional engagement and impactful positioning. Conversely, 21 firms lack a defined tagline or brand statement, relying instead on name recognition and expertise.
The industry-wide analysis by Flare Insight revealed that 37 of the top 100 firms prioritise thought leadership and campaigns on their websites, with one-third showcasing their commitment to responsible business practices. Moreover, some firms use video introductions as a branding tool.
Among firms with taglines, 79 focused largely on the firm’s attributes, with a portion emphasising client relationships. Researchers further categorised these into six broad groups. The largest group, comprising 28 firms, is characterised by a client-centric and personalised approach, emphasising bespoke solutions and long-term relationship building. For instance, Gowling WLG effectively combines relevant thought leadership with a strong brand statement aligned with their commitment to responsible business objectives, as captured by their tagline ‘You. Left, right and centre of everything’.
Thirteen firms stand out as ‘innovative and future-focused’, reflecting a commitment to staying at the forefront of industry trends and technology adoption. Bird & Bird encapsulates this with the tagline ‘Guarding Innovation, Shaping the Future’, highlighting their expertise in sector and technology guidance.
Another trailblazing group brands themselves as ‘socially responsible advocates’, emphasising their impact on clients and communities. Eleven firms including Leigh Day, with ‘Lawyers against injustice’, and Thompsons with ‘Changing lives for the better’, illustrate this commitment.
Additionally, a segment of firms highlights their legal expertise and comprehensive service offerings, like Devonshires, which brands itself as ‘A law firm with personality’. Another group, termed ‘ambitious enablers’, focus on empowering clients, with 9 firms driving this narrative through compelling brand statements.
Lastly, a select few are noted for their ‘global presence and excellence’, underscoring their international reach with taglines like A&O Shearman’s ‘Global excellence, delivered seamlessly’.
Flare Insight’s founder, Catriona Collier, cautions law firms against adopting conservative branding strategies. She emphasises the need for clarity to compete with aggressive mid-tier rivals and fend off encroachments by US firms. Similar taglines among leading firms signal a risk of becoming generic and indistinguishable, a pitfall firms must avoid to maintain a distinct identity.
In conclusion, as the competitive landscape intensifies, law firms must strategically position themselves through distinctive, emotionally engaging brand identities to assert their presence and attract clientele.
