“Character may almost be called the most effective means of persuasion.”
Character is inextricably linked to the law firm’s positioning. It is thoughtful and deliberate.
This character of legal marketing presages the kind of relationship a prospective client might expect with the firm.
It is also an essential ingredient in the position every firm must define, defend, and handle with care.
Some firms may need to shift their position. They may need to adjust perceptions. Other firms may need to establish a position, explain their character, and actually create perceptions. In either case, the goal is to leverage marketing, and the ways in which marketing content illuminates character, so the firm can create a sustainable competitive advantage.
Some firms have witnessed an erosion of competitive advantage. Whatever perceptions they once enjoyed seem to be diluted, blurred, at risk, or no longer as advantageous as they once were.
There may be a sense in the firm that once favorable perceptions are melting away. That something new with the marketing needs to happen.
The thirst for this “something new” can easily come crashing into conflict with the firm’s position and its character. This position represents the permanence and predictability that is ultimately one of the firm’s core assets.
When a short-term search for relevant marketing content fails to be in character, when it fails to support, carefully amend, or update the firm’s existing position, damage is done.
The character and the position of the firm are put at risk because of misguided change.
Prospects may become confused. Clients may sense discomfort. The internal attitudes of people working for the firm, sometimes subtle and difficult to discern, at other times on provocative display, can suffer from a shift in marketing that awkwardly alters an established position.
This task of revamping a position requires marketing content that is not simply relevant, but in character. After all, we are dealing with the fabric of the firm, its core beliefs and its values.