'We're All Individuals!' Big-Law Branding in a Cookie-Cutter World
How does one big law firm distinguish itself from the rest? Branding pro Siobhan Burns at Clarity in New York has worked with some of the biggest in Big Law to help create brands that convey individuality, in an industry rife with look-alikes.
June 14, 2019 at 01:35 PM
1 minute read
The original version of this story was published on Law.com
Say the term “Big Law” and it conjures up a pile of firms with more or less the same traits—good and bad.
So how does one law firm in that collection distinguish itself from another?
That's where Siobhan Burns steps in. As a principal at branding consulting firm Clarity in New York, Burns and her colleagues have worked with many of the legal industry's giants, including DLA Piper, Dentons and Hogan Lovells, to help those firms set themselves apart from the pack.
As Burns explains in this episode, the process is much more than devising a logo. It's about helping firms identify their attributes and relaying those qualities to laterals and clients. Importantly, it's also about conveying that message internally, in order to build teamwork, pride and forward momentum.
Listen to the podcast above or subscribe on Apple Podcasts, Google Play, Spotify or Libsyn.
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