Bruce Cockerton discusses how the rebranding of his 194-year old law firm is enabling it to achieve its strategic ambitions
Key takeaway points:
Articulate a clear vision to your partners on how your firm needs to evolve
Bring everyone in the firm with you on the journey to evolve your brand
Conduct client and partner interviews to identify and articulate the firm’s values and strengths
Create a sense of urgency with a fixed deadline to improve the efficiency of the rebranding processes
Don’t remove all vestiges of your firm’s history during the rebranding – heritage still matters
Use your visual identity to demonstrate your firm’s value proposition to current and prospective clients
http://www.managingpartner.com/case-study/business-strategy/visual-identity-creating-modern-brand-194-year-old-law-firm
