Feb 3 '14
The league table actually listed a full 100 firms, but Eulogy decided only to publish 20, as it was reluctant to identify those lower down the table.
The table was topped by magic circle firm Allen and Overy, however having looked through the top 20, even those in the second half of the list are showing an incredible adaptability and innovation in the branding, organisation and marketing of their firm.
The report noted that the table was based on a combination of press coverage, social media activity and “front of mind responses from the wider industry”.
Taking a look at three of the firms ranked between 10 and 20 in the list, we can see many are employing similar tactics to achieve this brand recognition.
Firstly, a website that says ‘who we are and what we stand for’, not just ‘what we do’. Gone are the days when law firms can stick with a static website which lists their services and staff, it’s a turn off these days.
Take for example number 17 on the list Norton Rose Fulbright; on first glance you’d barely realise you were on a law firm site. It’s anything but the drab, corporate site you might expect. The main area of the homepage is dominated by a picture-led sliding news feed, incorporating news about the company, comment on industry news, links to their own blog posts and research papers they have produced and their newsletter.
Secondly, those in the top 20 show, not only a willingness to use social media, but an enthusiasm to engage with the world using not only Twitter, but other social media sites such as Facebook and Linkedin. They have welcomed it as a major form of communication, and put it centre stage on their websites. For instance, number 20 on the list Berwin Leighton Paisner, has a live Twitter feed on the homepage of the company website.
The global law firm is also making great use of blogs, which they have personalised by getting their expert lawyers writing them rather than the press team, and they have even created an interactive app to help individuals determine whether they have UK tax residence status. Talk about branding on multi-layered channels.
Which leads us to our last comment: video. Many of those who have ranked in the list are making the effort to tap into this marketing tool. Number 15 on the list Taylor Wessing, not only creates research reports, blogs about industry news and factsheets on specialist legal subjects, but the firm has created a series of Legal Insights videos (this month on advertising) that are available to view on the website – a tactic that pulls in viewers and will certainly be improving their ‘brand reach’.
Read the full article and view the full list of 20 HERE.