Combining Values, Culture and History to Develop an Authentic Brand Identity

The Issue

Bradley, a large full-service law firm based in the southeast, had embarked on a brand overhaul. To help in this effort, the firm recruited a number of vendors to handle various aspects of the rebranding, including content writing, logo design and website development. As all the components of the firm’s new identity materialized, its marketing team realized a crucial element was missing: the actual brand.

Despite the quality of the deliverables, there was no story that spoke to the culture, history and values of the firm. Realizing that an effective brand refresh would require an additional layer of strategy, the firm turned to Jaffe for assistance.

Despite the quality of its deliverables, the firm had not developed a brand story that spoke to its culture, history and values.

The Strategy

Jaffe’s branding experts began their process of discovery to uncover the unique identifiers that shaped the firm’s image and differentiated it from the competition. Throughout the process, the agency focused on finding Bradley’s brand promises that the firm’s clients, staff and other key stakeholders have come to expect and appreciate. The research revealed a history of integrity that extended all the way back to the firm’s founding nearly 150 years ago.

Soon, a set of values emerged, which included an emphasis on client service, a commitment to diversity and a desire to enrich communities. The Jaffe team processed all of this information and developed a set of brand messages and a positioning statement that would serve as the foundation for the continuing development of all firm deliverables.

Jaffe’s branding experts began their process of discovery to uncover the unique identifiers that shaped the firm’s image and differentiated it from the competition.

The Impact

Bradley publicly launched its new brand identity in early 2016 and continued this rollout throughout the year, including the relaunch of its website. By tying all brand elements to a series of messages that spoke to values, culture and history, the strategy as a whole ended up being greater than the sum of its parts. Client feedback was overwhelmingly positive and attorneys, including top management, resoundingly approved of the new look. The firm is now well-positioned to continue its growth into new markets and retain its status as a legal powerhouse.