Law Firm Branding – The Danger Of Illusory Brands

During the last ten years, we have witnessed developments in law practice technology, the expanding roles of paralegals, and the outsourcing techniques of legal work. But despite all of these cost-cutting and time-saving advantages, many lawyers, especially the large ones, remain attempting for their very your survival.

Only a decade before, law organizations were enjoying exceptional levels of growth and prosperity. Firm coffers were full and organizations were spending significant sums pounds on promoting themselves as a way to enter new markets and get premium business. Several organizations even started out experimentation with branding. In those days, branding was generally viewed as just another form of advertising and promotion. In fact, firm authority rarely understood the logos process or what the concept of branding was really intended to complete. But it didn’t really matter, earnings was climbing and profitability remained strong. Nevertheless what so many of these organizations didn’t expect was that, in simply a few years, our economic climate would be shaken with a deep and intense recession, one which would shake the financial blocks of your most profitable of firms. 

For rules firms, the recession that commenced in 2007 got, by 2010, penetrated the most sacred of realms- the proverbial benchmark of an organizations standing and achievement- profits-per-partner. For many businesses, especially mega-firms, the drop in law partner earnings were reaching record levels and it wasn’t long until the legal surroundings was littered with failed businesses both large and small.

In trying to deflect further losses, organizations started out to lay off associates and staff in record number. Nevertheless the problems went much deeper. Presently there simply were too many legal representatives and not enough premium work to go around. It was a clear case of overcapacity, and it was also clear it was not going to improve in the near future.

Even more than twelve of the country’s major law organizations, with more than one particular, 000 partners between them, had completely failed in a span of about seven years. Against this background, law schools were still churning out hundreds of eager law participants every year. Highly trained young men and ladies who were starved for to be able to enter a profession that once held the guarantee of wealth, status and stability.

As partner revenue dwindled, partner infighting progressed rampant. Partner would be competitive against partner for the same piece of business. The collegial “team-driven” identification and “progressive culture” that organizations spent millions of dollars promoting as their firm’s unique brand and culture had vanished as quickly as it was created. While financial times were tough, for that matter many of the big businesses had the resources to survive the downturn. Rather, partners with big literature of business were choosing to take what they could and joined other firms- demoralizing those still left behind.

To comprehend why this was happening, we need to first remove ourselves from the specific context and inside politics of any one firm and consider the larger picture. The inability and decline of businesses was not only a problems of economics and overcapacity, it was also a crisis of character, personality, values and leadership. Unfortunately, the brand name identity many of these organizations pronounced as their own did not match against the fact of who they actually were. In other words, for a lot of firms, the brand identity they created was illusory- and illusory brands in the end fracture in times of financial stress.