Vol. 75, No. 4, April
2002
Determining a Brand
A brand doesn't just happen; it takes an understanding of what a
brand must convey and it takes research to learn how to convey it. A
brand and the messages that support it must 1) be true, 2) be clearly
directed to the public, 3) strike a balance between soft and hard, and
4) be used over and over.
In determining the brand, the State Bar reviewed national
studies; held focus groups with its members; convened a steering
committee to oversee the process; hired a public relations firm to guide
the Bar; and developed, tested, and refined sample messages based on
input from lawyers and nonlawyers. Then the Bar conducted a formal,
statewide public survey to test concepts and messages.
The Bar matched up the public and attorney input on the qualities
each group values about lawyers and used the result - the top three
coinciding responses - to develop a brand to serve as its guide for
communicating to the public. The message - that Wisconsin lawyers are
problem solvers, expert advisers, and involved in community service - is
supported by the tag line, Wisconsin Lawyers: Expert advisers. Serving
you.
Using the brand. The message in the center of the
triangle - Wisconsin Lawyers: Expert advisers. Serving you. -
is the tag line to be used in all communications to promote the value of
attorneys to the public. The three sides of the triangle are the heart
of the brand and represent valuable qualities - problem solving,
community service, expert advice - that make a positive public impact.
To be effective, the brand must be used consistently in the Bar's and
individual lawyers' communications to the public.
Applying the Graphic Message
The message - that Wisconsin lawyers are problem solvers
and expert advisers and are involved in community service - is supported
by the tag line, Wisconsin Lawyers: Expert advisers. Serving you.
The tag line is applied to a graphic or logo, variations of which
were designed for use by the State Bar and by lawyers to incorporate the
brand in their public-focused activities.
The logo at right is for use by lawyers in their public service
programs and marketing efforts. For example, lawyers could use the logo
when they sponsor a community event or market their services through
client brochures, newsletters, or print advertisements.
This logo will be used solely by the State Bar to reinforce
the value of lawyers to the public. It will appear on all State Bar
communications.
Wisconsin
Lawyer