Legal leaders: reinvention and growth for South East law firm
AWB Partnership was a well-regarded legal practice in Guildford with an ambitious modernisation plan. Following a significant overhaul of internal management structures and processes, Leader was asked to lead a major revision of the AWB brand, market positioning and ongoing marketing activities.
Starting with detailed stakeholder interviews, client surveys and desk research, we identified the core values on which AWB’s success had been built over many years, and developed a brand strategy designed to make these values accessible and relevant to as many potential new clients as possible – without doing anything to compromise the business’ traditional strengths.
The first step was to communicate the fact that the new brand was built on real and profound change within the business; change which was designed to make the client experience better than ever. Based on a theme of awB Different, we built a series of value-based straplines: “Think different, expect different… awB Different”; “We’ll always awB on your Side”; “We’ll awB Flexible to suit the life you lead”; and so on.
To emphasise the change, we needed a bold visual theme that was miles away from the traditional image of a stuffy solicitors’ office – so starting with a decidedly ‘different’ dalmation with square spots, we developed a striking series of animal images to match the straplines.
We launched the new brand with a website that was designed to be high on impact and high on interest, with a structure created to contain the legal content that would follow through Frequently Asked Question (FAQ) sections, factsheets and blog articles on current legal issues.
Using the website as a hub for enquiries and lead capture we launched email marketing campaigns, social media engagement via Twitter and LinkedIn, sponsored events, and search engine and Google Adwords activity, all underpinned with a strong and consistent marketing content strategy.
Feedback on the new brand was overwhelmingly positive. One client wrote: “Got the latest newsletter and tracked back to the website, love the new look and feel and it is a significant improvement on its predecessor. The imagery is fun and thought provoking, the text reflects the serious nature of the work you undertake but with a simple use of English and focused on the client.”
And from the wider public, this unsolicited Tweet suggested a similar success at capturing the right mood: “Loving @AWBsolicitorswebsite, particularly the imagery and tag lines! So fresh for a firm of solicitors! Great job guys.”
The website, marketing content strategy and promotional activity went on to create a steady stream of new business opportunities and helped grow the business significantly over a period of two years. Ultimately this work was critical in helping AWB Partnership secure a friendly and highly successful acquisition by leading mid-market London and South-East law firm DMH Stallard.
Bringing Leader’s marketing expertise on board has been transformational for AWB. We have gone from seeing marketing as not much more than a logo, a website and a few sponsored events to having a much more comprehensive picture of what it takes to create a strong, differentiated position in the market place and then using that to win, and retain, new business.
That Leader has been able not only to identify the right solutions but then deliver to them in such striking and creative ways speaks volumes for the breadth and depth of their expertiseRichard Middlehurst