Re-branding Lennons SolicitorsBringing personality to an established firm of solicitors to reinforce their independence in the face of significant changes in their market.

Stage 1. With the approval of ‘Alternative Business Structures’, which allows multi-national companies like The Co-operative and Tesco to operate as lawyers, high street solicitors need to work harder to keep clients and attract new ones. It has led to many local firms joining forces under franchises such as ‘Quality Solicitors’, which gives them the appearance of a national brand to help them compete with the supermarkets and their marketing spend.

Although approached by various franchisors, Lennons Solicitors is determined to remain independent, define their own success and continue to trade as a local high street law firm. Developing a new brand image was key to this.

So what did we discover about them? After holding a workshop with their senior management and key team members, it was clear they’re a great firm with brilliant people. Delivering a high quality, professional service and giving advice from a very human perspective. They’re real, approachable people who have empathy with what a client is going through. They explain things without the usual legal jargon and unlike the new corporate players, they definitely can’t be perceived as ‘faceless’.

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Stage 2. So how did we approach this? By showing how friendly and approachable their people are and bringing them to the forefront. Introducing their unique personalities and showing that it’s everything in life, inside and outside of work, that makes them the better, well-rounded lawyers they are. And with this in mind, we were able to develop their vision, mission and values to align themselves to.

A key stage of the re-branding was organising, managing and art directing two photoshoots of their people. Not in the usual suit and ties, but with them dressed in what they wear outside of work, to introduce their personalities and break down all pre-conceived barriers that people may have with solicitors.

The look and feel of the new brand needed to be more contemporary and to move away from the stuffiness usually associated with solicitors. And this started with a clean, modern logotype with subtle speech marks within the letters representing an open conversation.

We designed and built a new website with clear navigation, vibrant colours and distinctive imagery. We also introduced a friendly tone of voice that captured their approachable, open and yet professional personality. The site was built in a content management system which allows Lennons Solicitors to edit the content themselves and it’s also been optimised for SEO, propelling it up the search rankings after being fairly invisible before! Take a look for yourself at www.lennonssolicitors.co.uk

We also designed and managed the printing and production of the new stationery and brochure, as well as designing and managing the production and installation of the new signage for their offices to make them more visible on the high street.

Stage 3. The external launch event coincided with Lennons Solicitors 30th birthday party, a perfect occasion to reveal their new brand! Personal invitations were sent out proclaiming ‘You’re invited to celebrate with a marquee full of solicitors... now that’s a party!’ which immediately introduces their down-to-earth personality. It was a huge success with compliments and praise from clients for the new look Lennons Solicitors.

The results have been significant, with the website generating good quality enquiries from new clients within just two weeks of going live. Everyone in the firm is excited at the impact the new brand has had and is fully committed to delivering a consistent high level of customer service in a friendly, honest and approachable way.

The FRASERS three stage branding journey

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Working closely with you, we dig deep to discover your aspirations, your promise and your values. We’ll help you to engage your clients with a big idea based on a clear definition of your brand’s DNA. This creates an emotional connection that compels loyalty, improves your clients’ experience and your bottom line.

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Deciding to re-brand our 30-year old law practice was a big decision, and the process was an unfamiliar one. FRASERS encouraged us to consider what was good and unique about our practice, and encapsulated our thoughts into a brand message we are proud of. FRASERS were thorough and professional in their approach, whilst always engaging to work with.

ANDY COYLE Managing Director

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