Ask Julie Lake, director of marketing at Bristol-based Clarke Willmott, for her thoughts on client service and you get a clear answer: ‘It's been said before but good lawyers are not a uniform product like baked beans. They are all brilliant in different and individual ways. They do not want to operate to a given formula, however unique – and the good news for them is that clients don’t want them to.

’As a purchaser of professional services, I have a perspective on this too. As a client, I want what I don’t yet know that I want. I don’t want the textbook solution, or the one they did earlier. I want to be surprised and amazed by what my advisers can do to fill the sizeable gaps in my own know-how to help my firm develop its competitive edge. Clients are being sold short by advisers who ask them what they want – and then leave it at that. Had the automotive pioneers asked their customers what they wanted, they would probably have said, “a faster horse”. They didn’t yet know what was possible. That’s progress.’


And, of course, it’s all about people. A sound people retention strategy starts with a firm allowing its lawyers to reflect what it is its clients really want – lawyers who surprise and amaze. It’s not at all surprising that given such freedom of expression, those lawyers thrive and become loyal advocates for the firm. This is the essence of what can make a firm’s brand truly great – the fusion of incredible customer service with the gift of outstanding careers for the lawyers involved.


With vision and commitment to identify and define the brand, the intellectual capital and culture of a firm can be harnessed and used to create truly innovative solutions to delight clients. A major bonus when this happens is the positive career boost experienced by the firm’s lawyers. This ’living brand’ is retention strategy at its best and results in more business from key clients (read profit) and the ability to attract and retain better staff (read more profit).


It can be powerful, as Andrew Powell, director of marketing at City firm CMS Cameron McKenna, testifies: ’We have recently focused our brand, with the emphasis being on the way we think about solving our clients’ issues – by involving all our people in this, we are now projecting a much clearer image, and are thinking about our clients in a more focused way. We are seeing the benefits of this already.’


A firm that projects a strong, clear image shows that it knows where it’s going and has the determination and vision to get there – the best lawyers want to join such firms, and existing lawyers are more likely to stay.


By providing a consistent sales story, a strong brand helps lawyers to sell. Firm-specific, brand-focused training and sales coaching can be used to make them even better at prospecting and client development. Branding gives lawyers the tools to win more often – and there’s no better way of keeping the best talent than helping them succeed.



Simon Chadwick is a director of Chadwick Nott and Bruce Webster is a director of Webster Consulting