How do you stand out in an oversaturated market? Unlike other businesses, law firms cannot create buzz by releasing innovative products and updates—there is no equivalent to the iPhone X in the law trade.
Instead, firms must repackage and promote their brands through new and exciting methods. Rather than sticking to the written word as a sole means of communication, lawyers can enhance their value in clients’ eyes by positioning their work across multiple channels. Non-written content including photos, apps and videos can create relationships with potential clients. Once that link is made, the battle for recognition has been temporarily secured. No need to remind you that we have a daily opportunity to make an impression.
If you are looking to connect with in-house counsel, consider a new start-up, Crafty Counsel. Entrepreneur Ben White worked for Clifford Chance for seven years before going in-house with a tech start-up. Transitioning from law firm to boardroom, he was disappointed to learn he could no longer count on the training and mentorship that junior associates take for granted. Suddenly he was on his own and expected to develop his skills virtually unaided.
The proverbial lightbulb lit up in his head: Crafty Counsel. The program targets in-house counsel, whose schedules are better able to accommodate brief videos than webcasts of 90 minutes or longer. The content is provided by Crafty Counsel’s own video team working with established lawyers, plus the firms themselves. The value of this type of content is high and topics are vetted for relevance to the needs of in-house lawyers. Typically, a knowledgeable presenter packs helpful or new information into a 90-second soundbite.
The finished product is a brand-building technique that can advance the roles of both general counsels and private lawyers. I say, if you are passionate about your craft, show it off on and off camera.