Raising the Bar: Reflecting on Your Image
by W. Blair Meeks
Communication Strategist
Jackson Spalding
As the trees and flowers of Atlanta burst forth into spring, it’s a great time to reflect on how you and your business are perceived by others. In this time of fleeting attention spans and flickering Internet sensations, now, more than ever, the brand or image you project is critical to building success.
Jackson Spalding just hired Brett Player as its new creative director and I sat down with Brett to discuss what members of the legal community should focus on in this time of spring cleaning. He says, as with many things, the first step is reflection – a long look in the mirror to see how people perceive you or your firm, and a close examination of the tools with which you are communicating your brand.
Blair: Spring-cleaning an image can be a daunting task. Where do you start?
Brett: The best place to begin is with the foundation. There are many things that make up a brand or an image, but before you can start tackling things like websites, brochures and logos you have to have a good understanding of your foundation. What do you stand for? What does your firm stand for? What sets it apart from all others? How do you want to be perceived in the community, among clients and peers? When you can answer these questions clearly, you can build the materials that help shape the brand consistently so that it showcases the strengths of your foundation.
Blair: Websites are a critical part of brand communication these days. How can you make sure it’s sending the right message?
Brett: It’s about tone, feel, usefulness . . . your website is the way you introduce people, potential clients and the world, to your business, what you do and what you stand for. It’s your first impression and a lasting imprint that’s always accessible from anywhere on the globe. The central question to ask is, does the website reflect who you are? Is it reaching the audience you want to reach with the right tone and message? Simplicity goes a long way in legal circles. You want to project professionalism, maybe even elegance in some firms. Attorneys aren’t looking for a deep online engagement where people sign up and spell out their cases. It’s more appropriate to give an impression, be clear about what you do, and show “thought leadership.”
Blair: What do you mean by “thought leadership”?
Brett: You want to demonstrate that others in your profession look to you as an expert in your field. It can be newspaper or trade magazine articles, recognition of achievements, even links to blog posts. There should be clear access to this material on your website. It’s really a third-party endorsement of your qualifications.
Blair: So foundation and website . . . what else?
Brett: You want to make sure any materials you produce reflect your brand. Business cards, letterhead, handouts and brochures – all of them need to match in tone and style. Even the way things are written needs to have a consistent feel. And there are two other big areas to consider: clients and community engagement.
Blair: Clients and community activities should be part of spring cleaning too? How?
Brett: Take a look at your clients. Are you only seeing one type of client? Is there a way to diversify, can you expand into other areas? And then for community engagement – your outside activities say a lot about you and your company. They can also impact whom you interact with and where those interactions occur. School, sports, church, professional organizations, boards – take a look at the outreach or social marketing going on and determine whether there are opportunities you are missing.
Blair: So this look in the mirror will get your business house in order?
Brett: It’s a start. Things are changing so fast now that updates, especially in the world of communication, will have to happen frequently to stay fresh and relevant. The good thing is it’s easy and fast, and if you start with a solid foundation you can remain true to that vision no matter how the landscape and methods of communication change.