Why “branding” is a concept worth your time and investment

by Caroline Nevin

What do people say and think about you? Do you know? Whatever it is, that’s your “brand.” You can’t control it. You can’t market or advertise or PR it into something else you wish they would say. And you can’t force people to become or stay customers if they don’t connect in some meaningful way with your brand.Branding is a simple term for a complex concept. It is not a logo or mission statement. It’s a scientific process of discovery, clarification and integration of what is meaningful about your service, into every aspect of what people experience about you. It’s about getting clear on what your purpose is, what you’re really great at and what you promise to the world you will always, consistently deliver.

Look at Singapore Airlines (SA) – from the look and feel of the seat fabric, the quality of food, the custom-made scent of the hot towels and attendants’ perfume, to the top-to-bottom consistency of the “Singapore Girls” attendants. The airline’s goal is that you instantly associate a whiff of its signature scent, for example, with an experience of relaxation and care unrivalled by any other travel experience. The success of the SA branding isn’t simply its novel courting of all the senses, but its complete dedication to ensuring that every single aspect of its business delivers on its brand promise.

But you’re not in the business of pampering airline customers, you’re in the legal profession. So why should you invest some time and thought into branding? Three good reasons:

YOUR PROFESSION’S STANDING
We know that in a vacuum, people use their own measures to determine an entity’s brand. Without consistent care and attention by the legal profession, the lawyer “brand” is in danger of being defined as “self-interested monopoly.” We all know that the profession’s standing, and the privilege of self-regulation, is contingent upon public support. It’s important that we invest in making sure that the profession’s integrity and worth are clear to the world (one more reason why your CBA membership is so important).

YOUR MARKET SHARE
The old marketing approach was to say how much better you are than the competition. But research shows that the public expects all lawyers to be competent. What they want is a clear message about what you’re really good at, the values you hold, and what you promise to consistently deliver. From that, they will decide if your brand is a positive fit with their own values and needs. The more consistent you are in articulating and delivering your brand, the more enduring your business relationships.

YOUR FIRM’S ATTRACTIVENESS
The workforce is shrinking, and “meaningful work,” not money, is the determining factor in attracting and retaining good people. A star potential employee’s decision becomes easier when an employer’s brand is crystal clear.

The CBA has just completed a significant branding process, to focus our organization on what we consistently and passionately do best for the profession. For more about what we learned, and resources to help you with branding, view this article online at cba.org/bc under Publications.

This article was published in the February 2009 issue of BarTalk. © 2009 The Canadian Bar Association. All rights reserved.