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Beyond the Logo: Branding as a Competitive Strategy

Domain: Communications

Many law firms think a “brand” consists of a logo, a color palette and maybe a tagline. But to truly differentiate a firm, a brand needs to be lived. This session will show you how firms are using their brands to create strategic competitive advantages. You’ll examine how an office move provided an opportunity to develop the firm brand and create extraordinary spaces that reinforce the firm’s values. You’ll see how an internal audit of a client journey resulted in ways the brand could be reinforced by everyone in the firm. This session will include ways other firms have created to support the brand at the practice group level.

Topics include:

  • The process of creating a brand
  • How to incorporate the brand into all aspects of the firm
  • Engaging lawyers and staff in improving the client experience
  • How the brand can be lived by practice groups

Presenters: 
Paul Darwish, Chief Business Development Officer and Director of Marketing, Graydon Head & Ritchey LLP
Chantal Sheaffer, Director of Marketing and Business Development, Robinson, Bradshaw & Hinson, P.A.
Sally J. Schmidt, President, Schmidt Marketing, Inc.


Member Price: $59
Prospective Member Price: $79

 

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Video-Recorded Session

This session includes video, audio and synced presentations for an enhanced virtual learning experience.