Does your firm know itself?

A strapline may be a striking — even strong — look to clients on the surface, but a law firm’s branding strategy must go much deeper to demonstrate the authenticity that makes the difference to long-lasting relationships, says Michelle Hughes, head of digital marketing at Higgs

Contrary to popular but outdated belief, marketing is not the colouring-in department and a business’s brand isn’t just a pretty logo and polychrome palette.

Over the years, I’ve heard marketers discussing the rebrand projects they’ve worked on — but when you delve a little deeper, they have only completed the superficial step of changing the logo, which is why they have had to rebrand so often. They didn’t capture the essence of the business and its people, which is what a brand is actually about. Think of it as designing and cutting the wrapping paper without considering the gift.

Brand should be far more than just a buzzword or a redesign project. It’s a vital piece of strategic marketing that positions you in your marketplace — and should make you stand out for all the right reasons. It’s the core of who you are and what you stand for as a firm — it’s a feeling. Like culture, it’s part of the glue that binds you. This is especially true in the legal sector, where trust and reputation are paramount to a firm’s growth.

A brand should never be a ‘marketing project’. It is not just about straplines and key messages. Your brand falls apart if your real values and behaviours don’t align with your core values and narrative. It shouldn’t be just an internal approach either; your employees, culture and behaviours are part of it, but to capture the true essence of your firm you need to take an external view from the people who interact with you, including clients, suppliers, business partners, and the wider community. You need to know who is unwrapping what you have to offer.

We have been embracing this at Higgs over the last 12 months. Branding matters for all businesses, but is particularly crucial in law, where there is an overwhelming amount of choice and expectations are high. People could pick any firm, but how do they decide as a business or as an individual the right fit for them? A strong brand sets you apart from the competition, making it easier for potential clients to choose you and to persuade talented people to join you.

Clear listening for values

The first stage of defining our brand began with listening — truly listening, with an open mind. We listened to our employees, clients, partners and community. Through workshops, interviews, surveys, and research, we unearthed the core values that define Higgs. These were CLEAR: care, legacy, excellence, authenticity, and relationships. Our values are the pillars of our brand, shaping each decision we make and every interaction we have.

But branding isn’t just about what you say. It’s also what others say about you. We took the time to understand and research how people perceived us — what words came to mind when they heard the name Higgs? The feedback was encouraging and it helped us to shape our brand and its values.

Story time

Using this invaluable feedback, combined with our vision and purpose, we crafted our brand story — a narrative that reflects who we are, what we stand for, and why we do what we do. This story became the foundation for our brand identity, guiding everything from our visual aesthetics to our tone of voice.

And then came the strapline: People Driven. Legal Excellence. It captures the essence of Higgs and creates an expectation of quality and certainty. Choose us, it says, and you know what to expect.

It takes a lot of time and effort to get it right, but it’s a core component and the foundation of any marketing strategy. Branding is more than just the icing on the cake; it’s intrinsic to building trust and credibility. A strong brand instils confidence in your clients and partners, reassuring them they’re in good hands. It makes you unique and differentiated.

At Higgs we’re proud of our brand and the values it represents. We’re people-driven, committed to excellence and dedicated to building lasting relationships with our clients and community. Our values, narrative, and approach to delivering the brand promise capture that.

The journey of branding any business, especially a law firm, isn’t just about designing a logo or coming up with a catchy strapline. It’s about deeply understanding who you are as a firm, what sets you apart, and why clients should choose you over others. It’s about building a reputation that precedes you, instilling trust in your clients, and forging long-lasting relationships. So, while the process may be time-consuming and challenging, the benefits of a strong brand are immeasurable.

To learn more, and see the Higgs brand, visit: higgsllp.co.uk