BRAND STRATEGY AND MANAGEMENT FOR LAW FIRMS
By Sean Larkan
The Ark Group
ISBN: 978 1 908640 53 6 (hard copy)
978 1 908640 54 3 (PDF)
AIMING FOR EVEN GREATER SUCCESS IN THE LAW? HERE'S BEST ADVICE ON DEVELOPING YOUR LAW PRACTICE AS A BRAND
An appreciation by Phillip Taylor MBE and Elizabeth Taylor of Richmond Green Chambers
Think of a celebrity and you're thinking about a brand. Think of a successful company or indeed law firm, and equally, you are contemplating a brand. There are any number of marketing and PR guidebooks about brands and branding, but this new publication from Ark, as its title indicates, is specifically about branding and brand strategy for law firms. If you run a law firm, with the aim of making it even more successful, this book can help you on your way.
As the author Sean Larkan comments in the executive summary, 'Brand permeates everything.... How a firm's brand is viewed by existing and potential clients and other influencers determines a firm's success or failure' As he points out, this book, presented in the format of a management report, covers all the pertinent aspects of branding within a simple, clear and practical framework'.
Reassuringly for lawyers, the book is not aimed at marketing gurus, or brand managers, which most law practices don't have anyway. The author's objective is to advise senior management of law firms, including partners as well as staff in order to enhance understanding of brand and its significance in building the success of a law practice. The author's approach to brand is, in the tradition of most Ark publications, thorough, systematic and practical.
To help the interested lawyer in developing, implementing and sustaining brand strategy, Larkan -- an acknowledged expert in this field -- starts with the fundamentals, including what brand is and what it is not. He then goes on to discuss brand strategy and introduces the concept of brand fusion, (where basically, what you see is what you get) thereby highlighting the importance of communication, education and consistency.
All this and a wide range of related issues focus on the branding of the actual firm...its employment brand...and the branding of key individuals within it. Also, of immediate relevance to law firms is the advice on brand and strategic communication, including online digital communication (good advice on the aesthetics of websites here) and other digital media.
In line with its practical approach, the book is easy to navigate. There's a detailed table of contents, a useful index, at the back, plus any number of suggestions for further research at the end of most chapters in the form of bibliographical references and websites. In fact, if this book were a brand, clarity, readability and accessibility would rank high among its major benefits
If you are involved in any way with the business development of your law practice, including marketing, this book offers the advice you need to help you formulate and organize a coherent, efficient and potentially profitable brand strategy.