new nomenclature for the firm"
we conducted a branding and positioning exercise to discover the firms Unique
Selling Proposition (USP) the critical tool in defining brand. The experience
of the firms attorneys developed as the strength; and commitment
to client service repeatedly surfaced as the firms passion. Use of the SWOT
analysis was also identified by variable factors. This information would be representative
in the firms final nomenclature logo and tagline. Through this process,
the firms 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
THE CAPTURED AUDIENCE
Branding distinguishes and powerfully communicates service values and identifies
business culture while demonstrating a firms 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 firms expansion.