Its law department could develop a standard form contract for client departments to use themselves, and identify those situations in which direct legal assistance is still needed. Not only do the client departments obtain excellent legal service, but they also end up with a system that allows them to improve their efficiency. A law firm positioning itself in its market must ensure that it's communicating its intentions to the target market at every opportunity. This requires much more than just written advertising or internal corporate communications. Successful law firms and law departments use every possible occasion to tell their clients what they intend to do for them and to communicate their results in a specific way.
Brand recognition goes well beyond a simple advertising slogan.
It's achieved through actions that demonstrate a firm's distinctive character and its commitment to its defined objectives. Branding professional services is admittedly difficult. It will therefore be interesting to see which law firms achieve brand recognition over the coming years. From the first day of law school, lawyer are trained to regard precedent as paramount. But their greatest obstacle to success in today's highly competitive market is an accompanying reluctance to do things differently.