Santosh Vikram Singh, Partner, Fox Mandal & Associates was quoted in Asian Legal Business (ALB) June Edition in response to the query:
Given that 2021 is expected to see economic recovery, what are your marketing and branding strategies and budget for the year looking like? What tools and channels will you prioritise?
“Being categorised as a noble profession, the legal industry has not considered branding seriously until very recently, at least not in India. Moreover, law firms have mostly relied upon and used partners’ names as the name of the firm and utilised their professional reputation to market the firm and its services. However, the trend seems to have been changing of late as law firms are espousing a formal corporate structure. The key considerations for the successful branding of a law firm would be, first, knowing the desired image you want to create and communicate; second, knowing what changes must
be made both internally and externally; third, identifying and setting up the right team to champion it; fourth, knowing how long the exercise must be carried out; and finally, focusing on quality.
What do firms get wrong? The major point where most of the firms go wrong in branding – is when they try to emulate someone else. Here, they do not just lose their identity but end up creating a wrong message and ultimately fail to connect with the right audience. “
Publication: Asian Legal Business (ALB)