This top 50 law firm had evolved over many years to have great strength in the third sector, social enterprise and the public sector as well as having an impressive client base in technology, financial services and wider corporate sectors. Over this time a disconnect had developed in terms of marketing communications and how they should represent the firm as a whole, without diminishing the strong messages and reputations both of the two areas of work had.
We were asked to run a messaging workshop, involving representatives from across the firm, to establish a unified voice and brand message.
WHAT WE DID
We started by running a digital survey of clients and employees of the firm, to understand how they viewed the brand, message and core strengths of the firm. We then used this information to build a half day workshop for partners and senior fee-earners drawn from both the charity/social enterprise and corporate teams.
The workshop involved exercises to agree target audiences and their priorities, as well as their likes and dislikes and ‘personas’. Once agreed, we worked together to identify ares of commonality as well as key stories, messages and selling points.
Once completed this workshop was written up into a messaging document that drew the two areas of the firm together. This formed the basis of the brief sent to designers and developers for the firm’s rebrand, as well as supporting internal communication initiatives.
There’s no denying that ELE Global had a bit of a challenge on their hands with this workshop. We had spent years trying to work out how to communicate as one firm, rather than two polarised groups. While this may have only been the starting point it created a strong foundation for our rebranding and strategic planning. In short, ELE Global achieved something we didn’t think was possible.