Merger mania has dominated the legal industry this year as market competition intensifies. When a law firm merges with another, with is actually more often than you might think, a rebrand is often on the tables. This means all parties have to work together to unify the values of each merged firm and create an overall ongoing rebranding process that works for everyone and breeds success.
The legal sector is unique in its approach to brand as firms attempt to drive consistency across a partner model that is often fragmented – and that fragmentation is increased with a merger on the horizon. So how can law firms create a distinct and authoritative rebrand without breaking the bank?
VIM Group Managing Director, Jo Davies, explained to Lawyer Monthly the five things law firms should consider in a rebranding process.