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    Wisconsin Lawyer
    April 01, 2002

    Branding the Profession: Educating the Public About the Value of Lawyers 3

    This spring, the State Bar begins a long-term, concerted effort to brand the legal profession... that is, consistently use a unified message to educate the public about the value lawyers bring to their clients and their communities. The message mirrors three key qualities that the public values most about lawyers: expert advice, problem solving, and community service.

    Dianne Molvig

    Wisconsin Lawyer
    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.

    Wisconsin Lawyers: Expert Advisors, Serving     YouIn 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

    Wisconsin Lawyers: Expert Advisors, Serving     YouThe 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.

    Wisconsin Lawyers: Expert Advisors, Serving     YouThis 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.


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