Leading law firms are harnessing emotional branding to stand out in a competitive market.
- A report reveals a new trend among top 100 law firms focusing on ’emotional buy-in’.
- Despite successes, many firms struggle to differentiate their brand identities effectively.
- A significant shift is noted towards emotionally engaging and impactful brand taglines.
- Some firms still rely on traditional name recognition without unique branding.
In the modern landscape of law, branding has become an essential tool for differentiation. Recent findings indicate that a select group of top 100 law firms are successfully utilising emotional branding to establish themselves as champions of both social causes and client relations. This evolving approach seeks to create a deeper connection with clients and community alike.
Nevertheless, the journey toward distinctive branding is not uniform across the sector. While some firms have embraced innovative taglines like Freshfields’ ‘Make bold moves’, aimed at generating an emotional response, others remain caught in traditional methods. The absence of a distinctive tagline or brand statement is evident in 21 firms, highlighting a reliance on entrenched name recognition rather than innovative branding.
Research by Flare Insight highlights that 37 of the top 100 firms are advancing their thought leadership through dynamic online content, including campaigns and responsible business values, with 12% adopting videos to communicate their brand narratives. This shift represents a broader industry trend where storytelling and values are entwined with legal expertise to attract and retain clientele.
Within this group, six key branding trends have been identified. The largest cluster includes 28 firms focused on personalised client care, striving to meet unique client needs and foster long-term relationships. An impressive example is Gowling WLG, which combines thought leadership with its core brand message, ‘You. Left, right and centre of everything’, integrating their responsible business ethos into their identity.
Another noteworthy segment consists of 13 ‘innovative and future-focused’ firms, which emphasise agility and forward-thinking in their branding strategies. Despite not being in the top 10 by size, these firms underscore the importance of staying at the forefront of industry advancements and technology integration.
Further segmentation reveals 11 firms branding themselves as ‘socially responsible advocates’, dedicated to impactful contributions towards community and clients. Notable within this category are Leigh Day and Thompsons, which actively market their commitment to societal change through compelling taglines.
Some 11 other firms prioritise their comprehensive legal services, underscoring their capability to manage complex cases. Devonshires exemplify this with the slogan, ‘A law firm with personality’.
Among the ‘ambitious enablers’, nine firms stand out by highlighting their role in client empowerment. This category includes Freshfields, emphasising a proactive and dynamic approach.
Finally, a smaller group of seven firms project themselves as possessing ‘global presence and excellence’, with A&O Shearman’s tagline, ‘Global excellence, delivered seamlessly’, exemplifying this international outlook.
Catriona Collier of Flare Insight asserts that law firms can no longer afford to approach branding passively, considering competitive pressures. With similar taglines common among firms, there’s a pressing need for clear and distinctive brand positioning to avoid generic perceptions.
Ultimately, distinct and emotionally resonant branding is becoming indispensable for law firms seeking to thrive amidst increasing competition.
