The department sees itself as part of the overall revenue-generation process. The department is a friendly place to work, and develops its people. The department is well connected to senior management. The legal department is connected with the organisation's other internal service functions. I also recommend checking how people in each of the groups you choose currently view you and the legal department.
People are very slow to change their minds so it can be hard to change an unfavourable view.
It may be easier to start again, in effect. Basically, it is a matter of constant and consistent repetition of your simple message about yourself and the department. If I was leading a legal department again I would ensure my desired message about the department was consistently reflected in at least the following things. For example, there is little point in telling people the department is client focused if all reports coming out of the department are structured according to areas of the law rather than along business unit lines. Also, if I wanted the department to be perceived as acting at the strategy level, I would make sure someone from the department turned up to strategy meetings, and I would contribute ideas to the strategy process.