Dentons Mini case-study
Five ideas to positively shape perceptions 1 / Develop a brand architecture Before you introduce new solutions, it’s useful to address (or re-evaluate) your brand architecture: provides a blueprint for the relationship (naming and visual identity) of your mix of businesses, solutions and products both now and in future. Without supporting guidelines, the end result could be confusion. 2 / Be compelling The marketplace is noisy, so create a compelling narrative that will set you apart. Work hard to distinguish what you offer. Referencing how the firm’s purpose shapes your approach, will help in this. Use proof-points to entice and showcase. Think about how you can include awards, accolades, impressive facts and stats, testimonials, case studies and opinion pieces. What’s more, make it easy for clients to find what they’re looking for, and what they want to achieve. Clear signposting, page links, content hubs and starting your proposition from the homepage can all help. 3 / Use compelling content to engage Part of evidencing your expertise, use your insights and thought leadership to create and share strategic content of value. Film, animated content and webinars are all popular. Few firms however, are using research based though-leadership to provide a rich stream
Dentons has developed a clear association between its masterbrand and its portfolio of sub-brands, using an endorsement (‘by Dentons’ and ‘in association with’), and the firm’s corporate purple. Dentons entered the legal tech market back in 2015, launching the stand-alone brand Nextlaw Labs (legal business accelerator). The firm claimed then: ‘The market has talked about Big Law and New Law, but we want to be Next Law’. From this foray, the firm created a portfolio of challenger sub-brands under the Nextlaw name: Nextlaw Ventures (venture capital focused on early stage legal tech); Nextlaw Referral Network (legal referral network); Nextlaw Public Affairs (public affairs and PR); and Nextlaw In-House Solutions (advisory on business of law).
of campaignable content. 4 / Educate internally
Legal technology and resourcing are complex areas. It’s important for partners and other fee-income earners to understand them, so that they can communicate how they can solve client issues. Internally, and on a continuing basis, make sure you are asking the right questions. 5 / Involve branding and marketing To set up the right brand strategy and manage it effectively. Help define a distinct proposition and establish the right content and channels, you’ll need ongoing branding and marketing expertise to achieve cut-through, both internally and externally.
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