The Challenge
Law Firm Brand Strategy: The Session.
Two partners launched a legal practice; their names were the brand, but alignment was elusive. They needed a law firm brand strategy that gave them one identity both could stand behind.
This law firm brand strategy session used a clear structure: facts, feelings, risks, improvements — one mode at a time.
I guided them through a structured conversation:
Facts first, then feelings, then risks, then improvements — one mode at a time.
No jargon, no coloured hats on the table. Just a clear, paced approach that allowed both partners to contribute equally.
Brand Strategy Outcomes.
By the end of a single working session, they had:
- A shared positioning line.
- A starter identity snapshot (tone, visual direction, client promise).
- The first test to run in-market.
Because they co-created it, they owned it immediately. Marketing could roll without re-litigating fundamentals.
The outcome showed how a law firm brand strategy can be built in one working session: shared positioning line, starter identity, and a first test.
▲ Proof that collaboration, used as a tool, does more than speed up decisions — it anchors them.
Why Law Firm Brand Identity Matters.
- Clarity: You know what to say and do.
- Differentiation: You stop sounding like everyone else.
- Growth: You move faster with fewer costly loops.
As Jean-Noël Kapferer illustrates in his Brand Identity Prism, a brand is always a blend of internal culture and external perception. For professional services like law firms, structured collaboration ensures those two halves meet.
For founders in professional services, the challenge is rarely lack of expertise. It’s translating that expertise into a brand identity that clients recognise and trust. A law firm brand strategy built in the room prevents endless rework later. Instead of debating for months, partners can align once, roll forward fast, and keep focus where it belongs — on their clients.
Book a Brand Discovery Workshop
Next Step.
If “brand” has been sitting in the too-hard basket, start with a simple check.