Business Development, Marketing & Brand Strategy for Law Firms

Evidence shows that a planned approach to developing new business and building awareness of your law firm and your leading lawyers pays dividends well in excess of an unplanned approach – affectionately known as ‘spray and pray’.

Setting aside management time to clarify your objectives and align your marketing and business development resources will ensure that you optimise the return on any investment in brand, promotion and events.  It will also prevent a pattern of peaks and troughs in work flow and marketing activity as the firm maintains a steady programme of action.

The Law Consultancy Network has many years of experience in helping law firms to grow and develop their position in the marketplace.  Our consultants have helped law firms at every stage of their business life cycle:

• Law firm start-ups – from refining the concept and planning the business strategy through to developing the brand, helping with the launch, and supporting ongoing business development.
• Launch of a new practice area or ‘product’ – in the rapidly changing legal market place, law firms have had to evolve and we have helped many firms to launch new income streams to replace those in decline; and many firms have launched innovative web-based products to support their services.
• Rebrand or refresh – sometimes it is just time for a change in order to bring your corporate identity up to date. Project managing a rebrand can be a major exercise, and an extra pair of hands can make the process much smoother.
• Marketing strategy – consistency is critical if you wish to build a recognisable brand with enhanced value, and this needs to filter through every touch point of your business from first impressions though to client satisfaction reviews.
• Business development – a successful business growth strategy requires the firm to develop in a number of ways, ranging from leadership skills development and recruitment strategy through to pricing strategy, performance management and succession planning.

Recent examples of our work in this area include:

• Preparing a launch plan and ongoing business development strategy for a new hub firm where individual solicitors operate as consultants under a common brand.
• Helping a law firm with a well-established brand in legal aid work to prepare a marketing action plan to diversify and build up a private client practice.
• Carrying out a strategic review of the marketing and business development department of a top 100 firm, comprising a mystery shopping exercise, and then providing recommendations on restructuring.