Branding it legally

Managing Director MC Botha says law firms in South Africa have only recently begun to appreciate the importance of brands in promoting their businesses: "Regulations have been relaxed over recent years and lawyers are slowly waking up to the fact that, not only is it allowed, but there is a definite, measurable benefit in ensuring that our respective brands are properly positioned and promoted in the market.

"Also, brand awareness has become one of the main drivers of consumer behaviour over the last couple of decades. It is no different for law firms, which are operating in an increasingly competitive and sophisticated market for business."

Botha said that lawyers previously competed primarily within territorial boundaries but that globalisation had brought modern communication, technology and travel, which had changed this: "Now it is no more difficult to service a client in Port Elizabeth than it is to service such a client from Cape Town or Gauteng. We are not only competing with local law firms, but also with others in the national market. You have to ensure that your brand and message is relevant and visible and that you are able to compete in that market."

Botha notes that changes in technology were a further driver for rebranding: "Technology has resulted in a demand for new marketing techniques and formats previously not available. Clients have begun to demand access to websites and e-mail communication. These media are ideal marketing opportunities that require a branding that was not envisaged when our original corporate identity was developed."

Joubert Galpin Searle's new brand message "We add value to our clients because we work hard at being astute lawyers with business acumen" was developed by Burns Communications.

"We chose to work with them because they are strategic marketing consultants and had previous experience in developing a marketing strategy coupled with a rebranding exercise for one of the bigger law firms in the country. In addition, they helped us develop not only our new brand, but assisted us in developing an overarching, multidisciplinary marketing strategy which we feel will take us to the next level in terms of increasing our corporate profile," Botha says.