Why is our brand important?

At its most basic level, our brand position is a promise.

Dinsmore’s promise, Accomplish moresm, crystallizes the benefit to our clients when they hire us for legal services.  We are creating an expectation in the marketplace that clients will not only overcome legal challenges, but they can get more things done by choosing Dinsmore.

 

Our continued success depends on consistently providing our clients value in every interaction, from our work product to responsiveness, communication and even billing.  Consequently, we must strive to be attentive listeners, to share our clients' goals and to respond thoughtfully, quickly and decisively to their needs.  It’s a lofty goal to be sure, but a strong brand should set the bar high.

 

There also more to our brand than the visual and verbal use of our name and tagline. The Dinsmore brand is determined most by perception in the marketplace. For our purposes, branding is the process of connecting Dinsmore in the minds of those people who refer, purchase and use legal services so they will think of our firm when a legal need arises. Over the long term, our branding efforts lead to greater recognition and ultimately, brand preference.


Strategy: Consistent use leads to name recognition

With the recent growth Dinsmore has experienced, our market position, name and brand awareness initiatives:

  1. Help the firm compete for market share
  2. Provide our attorneys a platform to tell their stories
  3. Create an environment where clients would be willing to share the successes we’ve help them achieve

Our identity includes our name, logo and brand line. Our brand image is defined by the perception that the public has of our firm, whether intended or not.

 

An Illustration: Brand perception is everything

A firm’s identity is like the tip of an iceberg; it’s what happens below the surface that gives the tip its visible, tangible character. If people from outside our firm only ever experience the tip of the Dinsmore iceberg, we would like it to be no different for them than if they had taken a journey to the very center of the firm.

 

“Accomplish more” is deeply rooted in the history of the firm; it is a unique expression of who and what we are. This personality is revealed by what we do, what we say and how we act.  Sometimes it can be the very smallest detail in your communications, or even your image, that send out an all-important signal — an illustration of how this can go wrong is shown below.

 

What does the caret mean?

Our logo and brand line each have an especially unique non-functional accent mark over it, further highlighting the word more, and providing a powerful visual icon. The symbol is used in selected applications to help reinforce the Dinsmore brand promise.

The caret always points upward — aspirationally.

 

Power statements deliver the market position across media

The service-marked Accomplish moreSM brand line has been incorporated into multiple “power statements,” which are designed to appear on the firm’s web properties, external email communications as well as headlines for business, community an sponsorship advertising, targeted promotion and printed sales collaterals. This helps to boldly and consistently communicate the firm’s market position.

 

It’s more than a logo

You play a role in branding Dinsmore: What you can do each day

The Dinsmore brand is not just a logo, a brand line, an ad or website. It is cultural. It is a part of our day-to-day activities and how each of us contributes to Dinsmore being a great law firm with a bright future. Below are a few simple ways our attorneys can extend the branding chain and stand apart from the competition with a strong grassroots presence:

 

Clients hire attorneys, not law firms.

When you strip away the branding, Dinsmore attorneys will still have to position themselves — defining how they help clients accomplish more each day.

 

Start with your biography

If you’re reading your own bio, can you answer the question, “So what?”   If a client reads a list of the things you’ve done, how does that benefit him or her? Your bio is your grassroots marketing tool. The trick is to turn a feature of yourself into a benefit to your client.

 

Define what you do

Focus on what you offer and the need you fill that differentiates you from others.  A good way to understand what makes your personal brand different is to ask clients and your key referral sources why they prefer to hire you.

 

Don’t be afraid to ask for referrals

They are the most effective marketing technique and account for a majority of any firm’s new business.  Don’t be shy or embarrassed to ask.  Just say, “I’m always looking for good clients just like you.”

 

Speak to smaller groups

Rather than only look for opportunities to speak at a conference or convention of trade groups on a broad topic, look for opportunities to speak to smaller audiences in practice area specific settings.  Again, grassroots marketing will lead to bigger opportunities.

 

Tell stories about your [client] successes

This is your secret weapon and the hallmark of our brand promise.  People like stories. More importantly, they like case studies that tell a “powerful story about how a specific attorney helped a client.” Telling stories brings an attorney’s skills to life. It’s the most compelling way to showcase your (or the firm’s) abilities while making your message resonate for your audience. “Don’t just tell me what you did, but rather how and why your client benefited from it.”

Marketing Department Teams

Questions?

© 2019. All rights reserved.

Accomplish moreSM is not about us — it’s about our clients and how we contribute to their success.

It’s more than a logo

You play a role in branding Dinsmore: What you can do each day

Accomplish moreSM is not about us — it’s about our clients and how we contribute to their success.

The Dinsmore  
 Brand Position

Why is our brand important?

At its most basic level, our brand position is a promise.

Dinsmore’s promise, Accomplish moresm, crystallizes the benefit to our clients when they hire us for legal services.  We are creating an expectation in the marketplace that clients will not only overcome legal challenges, but they can get more things done by choosing Dinsmore.

 

Our continued success depends on consistently providing our clients value in every interaction, from our work product to responsiveness, communication and even billing.  Consequently, we must strive to be attentive listeners, to share our clients' goals and to respond thoughtfully, quickly and decisively to their needs.  It’s a lofty goal to be sure, but a strong brand should set the bar high.

 

There also more to our brand than the visual and verbal use of our name and tagline. The Dinsmore brand is determined most by perception in the marketplace. For our purposes, branding is the process of connecting Dinsmore in the minds of those people who refer, purchase and use legal services so they will think of our firm when a legal need arises. Over the long term, our branding efforts lead to greater recognition and ultimately, brand preference.


Strategy: Consistent use leads to name recognition

With the recent growth Dinsmore has experienced, our market position, name and brand awareness initiatives:

  1. Help the firm compete for market share
  2. Provide our attorneys a platform to tell their stories
  3. Create an environment where clients would be willing to share the successes we’ve help them achieve

Our identity includes our name, logo and brand line. Our brand image is defined by the perception that the public has of our firm, whether intended or not.

An Illustration: Brand perception is everything

A firm’s identity is like the tip of an iceberg; it’s what happens below the surface that gives the tip its visible, tangible character. If people from outside our firm only ever experience the tip of the Dinsmore iceberg, we would like it to be no different for them than if they had taken a journey to the very center of the firm.

 

“Accomplish more” is deeply rooted in the history of the firm; it is a unique expression of who and what we are. This personality is revealed by what we do, what we say and how we act.  Sometimes it can be the very smallest detail in your communications, or even your image, that send out an all-important signal — an illustration of how this can go wrong is shown below.

Power statements deliver the market position across media

The service-marked Accomplish moreSM brand line has been incorporated into multiple “power statements,” which are designed to appear on the firm’s web properties, external email communications as well as headlines for business, community an sponsorship advertising, targeted promotion and printed sales collaterals. This helps to boldly and consistently communicate the firm’s market position.

It’s more than a logo

You play a role in branding Dinsmore: What you can do each day

The Dinsmore brand is not just a logo, a brand line, an ad or website. It is cultural. It is a part of our day-to-day activities and how each of us contributes to Dinsmore being a great law firm with a bright future. Below are a few simple ways our attorneys can extend the branding chain and stand apart from the competition with a strong grassroots presence:

 

Clients hire attorneys, not law firms.

When you strip away the branding, Dinsmore attorneys will still have to position themselves — defining how they help clients accomplish more each day.

 

Start with your biography

If you’re reading your own bio, can you answer the question, “So what?”   If a client reads a list of the things you’ve done, how does that benefit him or her? Your bio is your grassroots marketing tool. The trick is to turn a feature of yourself into a benefit to your client.

 

Define what you do

Focus on what you offer and the need you fill that differentiates you from others.  A good way to understand what makes your personal brand different is to ask clients and your key referral sources why they prefer to hire you.

 

Don’t be afraid to ask for referrals

They are the most effective marketing technique and account for a majority of any firm’s new business.  Don’t be shy or embarrassed to ask.  Just say, “I’m always looking for good clients just like you.”

 

Speak to smaller groups

Rather than only look for opportunities to speak at a conference or convention of trade groups on a broad topic, look for opportunities to speak to smaller audiences in practice area specific settings.  Again, grassroots marketing will lead to bigger opportunities.

 

Tell stories about your [client] successes

This is your secret weapon and the hallmark of our brand promise.  People like stories. More importantly, they like case studies that tell a “powerful story about how a specific attorney helped a client.” Telling stories brings an attorney’s skills to life. It’s the most compelling way to showcase your (or the firm’s) abilities while making your message resonate for your audience. “Don’t just tell me what you did, but rather how and why your client benefited from it.”