"Our new nomenclature for the firm"

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MEMORABLE PERFORMANCE

Initially we conducted a branding and positioning exercise to discover the firm’s Unique Selling Proposition (USP) – the critical tool in defining brand. The “experience” of the firm’s attorneys developed as the strength; and “commitment” to client service repeatedly surfaced as the firm’s passion. Use of the SWOT analysis was also identified by variable factors. This information would be representative in the firm’s final nomenclature logo and tagline. Through this process, the firm’s associates and partners decided to shorten the name to Leisawitz Heller for (a) easier identification and communication in the legal marketplace, and (b) to maintain the official longer, legal name for the partnership and its integrity.

THE CAPTURED AUDIENCE

Branding distinguishes and powerfully communicates service values and identifies business culture while demonstrating a firm’s unique leadership and compelling capabilities. A corporate identity brochure with individual attorney bios and practice areas followed along with a complementary, communicative website and ancillary marketing public relations, which included the pitch of a media book. To capture community interest, high-profile PR was further personalized by melding attorney interests and volunteerism with attention-getting business news headlines, coordinated cleverly with news about the firm’s expansion.

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