Small Wonders: Five Transformed “Smaller” Firm BrandsBy Joe Walsh & Erika Ritzer
March 30, 2018
Firms of a certain size often envy the reputations of larger, “better known” competitors. There’s also a certain amount of professional jealousy about larger firm marketing budgets and staff.
Some admire this problem—others, like the five firms below, have turned the problem into an opportunity and transformed the old into new and more valuable.
For inspiration, here is a lightning-quick situation overview of five firms, each with larger competitors, who have made big improvements to their brands. Note: one may not seem small, but it is all relative.
Each is paired with the before and after positioning, look, feel and voice of the brand. We’ve used websites to demonstrate the broader transformation work of each firm because websites are the new front door to all businesses. All worked within budget constraints and on expedited timelines that might make their larger rivals green with envy.
Burns & Levinson, 135 Lawyers, Four Offices
Larger Competitors: Choate, Goodwin Procter, Ropes & Gray, many others
Positioning Strategy: We have amazing clients too, and how we deliver often amazes.
ORBA, 65 CPAs and Advisors, One Office
Larger Competitors: RSM, Plante Moran, BDO, Grant Thornton, many others
Positioning Strategy: Integrated accounting, tax and consulting for future-focused, full circle support.
Masuda Funai, 39 Lawyers, Three Offices
Larger Competitors: International and domestic law firms helping Japanese companies do business in the U.S.
Positioning Strategy: We know business in the U.S. and help clients enter, operate and expand here.
The Claro Group, 200+ Financial and Economic Consultants, Eight Offices
Larger Competitors: Big Four, Navigant, FTI, Grant Thornton, Huron, many others
Positioning Strategy: Bringing business clarity to complexity when the stakes are highest.
Kilpatrick Townsend, 600+ Lawyers, Multiple Offices
Larger Competitors: 3/4 of the AM Law 100 and other larger firms headquartered abroad
Positioning Strategy: Counsel to innovative companies and brands.