A lawyer with a regional firm recently asked me,
“How come everything that comes from Weil Gotshal looks the same?”
He marveled at the ability of one of the world’s largest firms to produce standardized formatting and brand uniformity across all its contracts, depositions, pleadings, etc. He also regretted his own firm’s inability to do so.
“You’d think that with fewer people in our firm, we’d be able to unify our look and feel better than a global firm can,” he complained.
In business school, you learn that a manufacturing company differentiates itself from its competitors by providing superior products. But a services firm distinguishes itself through superior branding. This means creating a consistent perception of quality and competence across the board.
A consistent branding method reinforces the unique value proposition a firm brings to the market.
Most professional service organizations – law firms in particular – realize the power of a logo to influence a client’s perception of their firm. But when it comes to the demands of design for its deliverable documents, the focus on consistency in branding diffuses quickly.
Brand equity is a term CMOs use to describe the value of a good reputation, something near and dear to lawyers in every law firm. But when branding stops at logos, letterheads and brochures, the results are a cacophony of misperceptions created by disparate documents. When no central theme or idea of consistent quality is conveyed within the legal services themselves, brand equity (i.e., reputation) is greatly diminished.
I know why everything that comes from Weil Gotshal looks the same. Their people use the right document authoring and assembly application. Weil Gotshal understands that documents delivered to clients will either create or diminish brand equity every bit as much as brochures and pitch-books do.
At Litéra®, we understand the attorney desktop better than anyone. Over two-thirds of Am Law 200 law firms and half the Global 50 use various Litéra® technologies to improve and protect the quality of their firm’s reputation. We deliver the tools and technologies end-users value to make their work better. Let Litéra® help you create the consistent quality needed to bolster brand equity and protect reputation.
Sr. VP Corporate Development