Firm branding efforts foster cultures and help drive business growth

Back to TopCommentsE-mailPrintBookmark and Share

“It’s a complex world. Be advised.”

“Tell them you mean business.”

Two very different branding strategies for two very different law firms, but each concisely captures the culture, respectively, of general practice firm Ice Miller LLP and accident and injury attorneys at Keller & Keller LLP.

Branding sets firms apart from the competition, but it also reflects, shapes and defines a firm’s culture, marketing experts say. The dividends extend beyond forging an identity.

schopmey Schopmeyer

A Georgetown University Law Center study published in February found that 70 percent of participating law firms reported that a good culture at a firm was the first- or second-most important consideration for prospective hires. The conclusion: Growing firms are those with a known, respected and cultivated culture.

“Ice Miller enjoys strong brand awareness and the well-recognized tagline, ‘It’s a complex world. Be advised.’ supports the firm’s position in the marketplace,” said Ice Miller marketing director Patricia Batesole. She said the message resonates with clients as well as the firm’s more than 300 attorneys and 300 employees nationwide.

“Ice Miller’s culture is embodied by the slogan’s brand promise of a sophisticated law firm with capabilities that span many geographic and legal arenas,” she said.

brandYou might see the “be advised” tagline on the firm’s materials or hear it in conjunction with public-affairs television sponsorships, for instance. You’re unlikely to hear it in the same media space as Keller & Keller’s “Tell them you mean business” spots.

Keller & Keller partner James R. Keller said the firm’s marketing tagline carried widely in television commercials is meant to convey zealous advocacy as well as empathy. “We think those two qualities are equally important in developing a culture,” Keller said. “You’re no good unless you show compassion.”

Keller said community involvement also is an important factor in a firm’s culture. He noted the firm’s participation in the Samantha’s House charity, which is building its fifth house for disabled children.

A marketing firm developed the “Tell them you mean business” tagline that’s also used by other firms in other markets. The ads drive prospective clients to the 10 attorneys in Keller & Keller’s Indianapolis office, but Keller said the firm’s best cases come from referrals.

Hillel L. Presser, an attorney who owns Florida-based Lawyer Marketing LLC, consults with firms around the country trying to shape their images. He said the Georgetown study, which polled firms as small as three attorneys and as large as 500, shows the importance for smaller firms of developing a brand strategy.

“It’s an absolute necessity if you want to be in business five years, 10 years, 15 years from now,” said Presser, author of “The Lawyer’s Law of Attraction: Marketing Outside the Box but Inside the Law.”

“If you don’t have some sort of marketing plan,” he said, “the big guys are going to put you out of business.”

Some firms are strictly old school when it comes to branding.

Evansville full-service firm Kahn Dees Donovan & Kahn is 105 years old, employs 32 attorneys and takes a reserved approach, said co-managing partner G. Michael Schopmeyer. “Our branding, marketing and other business development efforts are reflective of the way we practice law, preferring substance over style and seeking long-term value rather than short-term gain,” he said.

“We believe that it’s more effective to build an enduring relationship than to make a big splash that might be unsupported by true experience or know-how,” Schopmeyer said.

Larger firms such as Bingham Greenebaum Doll LLP, which has about 225 attorneys, can devote greater resources to branding. BGD marketing communications lead Katie Gilmore said the focus is on building relationships and trust, and showcasing the firm’s capabilities.

Social media such as LinkedIn and Twitter, and QR codes on branded material drive people to the firm’s website. “The goal is get them to the content,” Glimore said.

On BGD’s site, visitors will find content such as a book entitled “The Fiscal Cliff in Depth” that may be downloaded. The topical tome has been of interest to a range of clients and prospects, from estate attorneys to manufacturers, Gilmore said. “We were seeing in the competitive landscape a lot of other companies pushing out quick blasts,” she said. “We weren’t seeing anyone diving in and really showing an in-depth look at it.”

Bingham also recently launched a quarterly magazine that can be downloaded from the website, and a print version is produced and distributed to clients and leads. The magazine provides a “second look” at website content such as articles, blog posts, attorney features and events, Gilmore said. And of course, it directs them back to the website.

A common theme for BGD’s brand is “Regional presence, global influence.” Gilmore said the firm’s branding effort “goes back to telling the story of who we are and what it’s like to work with the attorneys and their areas of expertise.”

answersThat’s true, too, for Cohen & Malad LLP’s “Power to Your Voice” brand that marketing manager Jaime Lira said has been a staple for years.

Lira said it’s a tagline that evokes an emotional response and works well to identify the firm to potential personal-injury and class-action clients. “It fits our personality very much,” Lira said. The message also conveys zealous, personal advocacy, she said. “We want people to know we’re those guys.”

Cohen & Malad strives to make the “Power to Your Voice” identifier ubiquitous. “Having that consistency across all your communications is what actually strengthens your brand,” Lira said.

Presser, the Florida-based consultant, said that even sole practitioners should work to develop a brand. Simple steps such as developing effective business cards or networking with other attorneys over lunch to talk about one’s practice can help carve a niche, develop a culture and help grow business.

“Every large firm didn’t wake up one day and say, ‘I’m going to be a 300-lawyer firm,’” Presser said. “At the end of the day, a big part is about relationships. People like to do business with people they enjoy and can be friends with.”•


Post a comment to this story

We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
You are legally responsible for what you post and your anonymity is not guaranteed.
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in Indiana Lawyer editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
Subscribe to Indiana Lawyer
  1. I have an open CHINS case I failed a urine screen I have since got clean completed IOP classes now in after care passed home inspection my x sister in law has my children I still don't even have unsupervised when I have been clean for over 4 months my x sister wants to keep the lids for good n has my case working with her I just discovered n have proof that at one of my hearing dcs case worker stated in court to the judge that a screen was dirty which caused me not to have unsupervised this was at the beginning two weeks after my initial screen I thought the weed could have still been in my system was upset because they were suppose to check levels n see if it was going down since this was only a few weeks after initial instead they said dirty I recently requested all of my screens from redwood because I take prescriptions that will show up n I was having my doctor look at levels to verify that matched what I was prescripted because dcs case worker accused me of abuseing when I got my screens I found out that screen I took that dcs case worker stated in court to judge that caused me to not get granted unsupervised was actually negative what can I do about this this is a serious issue saying a parent failed a screen in court to judge when they didn't please advise

  2. I have a degree at law, recent MS in regulatory studies. Licensed in KS, admitted b4 S& 7th circuit, but not to Indiana bar due to political correctness. Blacklisted, nearly unemployable due to hostile state action. Big Idea: Headwinds can overcome, esp for those not within the contours of the bell curve, the Lego Movie happiness set forth above. That said, even without the blacklisting for holding ideas unacceptable to the Glorious State, I think the idea presented above that a law degree open many vistas other than being a galley slave to elitist lawyers is pretty much laughable. (Did the law professors of Indiana pay for this to be published?)

  3. Paul Hartman of Burbank, Oh who is helping Sister Fuller with this Con Artist Kevin Bart McCarthy scares Sister Joseph Therese, Patricia Ann Fuller very much that McCarthy will try and hurt Patricia Ann Fuller and Paul Hartman of Burbank, Oh or any member of his family. Sister is very, very scared, (YES, I AM) This McCarthy guy is a real, real CON MAN and crook. I try to totall flatter Kevin Bart McCARTHY to keep him from hurting my best friends in this world which are Carolyn Rose and Paul Hartman. I Live in total fear of this man Kevin Bart McCarthy and try to praise him as a good man to keep us ALL from his bad deeds. This man could easy have some one cause us a very bad disability. You have to PRAISAE in order TO PROTECT yourself. He lies and makes up stories about people and then tries to steal if THEY OWN THRU THE COURTS A SPECIAL DEVOTION TO PROTECT, EX> Our Lady of America DEVOTION. EVERYONE who reads this, PLEASE BE CAREFUL of Kevin Bart McCarthy of Indianapolis, IN My Phone No. IS 419-435-3838.

  4. Joe, you might want to do some reading on the fate of Hoosier whistleblowers before you get your expectations raised up.

  5. I had a hospital and dcs caseworker falsify reports that my child was born with drugs in her system. I filed a complaint with the Indiana department of health....and they found that the hospital falsified drug screens in their investigation. Then I filed a complaint with human health services in Washington DC...dcs drug Testing is unregulated and is indicating false positives...they are currently being investigated by human health services. Then I located an attorney and signed contracts one month ago to sue dcs and Anderson community hospital. Once the suit is filed I am taking out a loan against the suit and paying a law firm to file a writ of mandamus challenging the courts jurisdiction to invoke chins case against me. I also forwarded evidence to a u.s. senator who contacted hhs to push an investigation faster. Once the lawsuit is filed local news stations will be running coverage on the situation. Easy day....people will be losing their jobs soon...and judge pancol...who has attempted to cover up what has happened will also be in trouble. The drug testing is a kids for cash and federal funding situation.