Your new identity/brand will capitalize on the attributes of the firm which set it apart from the competition; Inherent will help you find what we call the “outside-in” perspective so the firm’s image is targeted toward its desired audience
Your visual identity will be the first thing people see when they look at your print materials/website and will directly influence how they feel about your firm
Here are some of the beneifts of having a strong brand/identity:
- A strong brand positively influences buying decisions
- A strong brand creates trust and an emotional attachment to your firm and services
- A strong brand helps your audience to remember your name
- Branding will help you "fence off" your customers from the competition and protect and grow your market share
- A brand will help you articulate your firm's values
What does this mean for your firm? Your new identity/brand will capitalize on the attributes of the firm which set it apart from its competition. It will be your visual identity, the first thing people will see when they look at your materials/website and will directly influence how they feel about your firm.
Here are some examples of logos Inherent has developed:
How about changing to a "street name"? What's that, you ask? It's the name by which people on the street (and other lawyers) usually refer to a firm -- usually the first name or at most the first two names. Here are some reasons this is a smart decision:
- It is more important to have a memorable, short name that clients (and certainly prospects and referrals sources) can easily say
- Research shows that recall begins to drop drastically not only after the third word but after the third syllable; promoting recall is one of the factors that has pushed law firms to shorten their names
- The average number of syllables [in a firm’s name] of the AMLaw 100 firms is 5.44; the average number of syllables in the Fortune 100 is 3.34.
Developing a new brand/image need not require extensive, costly measures. It is most important to connect directly with certain key personnel in the firm - and potentially some of the firm's clients - in order to effectively understand the firm's personality and unique essence.
Inherent's team will ask specific questions that will help with the process, e.g., "Please provide a few adjectives that describe the emotions the firm wishes its clients and prospects to feel when viewing its logo/brand." Inherent's team fully commits to partnering with your firm to ensure that the firm views itself from "outside-in" during the process, as it is of extreme importance to be client/prospect-focused when building a brand (as opposed to firm-focused).