In a panel moderated by Gail Harvey (Senior Manager, Global Client Strategy, Jones Day), branding experts from across the legal and professional services world explored what truly sets a law firm apart in a competitive, often commoditised market.

Sadie Baron (Former CMO, Reed Smith and inaugural President of LMA Europe), David McClune (CMBDO, Davis Polk), and Greg Hobden (Chief Client Officer, Living Group) discussed how brand differentiation goes far beyond logos and taglines and why aligning brand with firm culture, client experience, and a clear go-to-market strategy is essential to building trust, loyalty, and long-term value.

Key themes from the session included:

Brand as a Strategic Compass in Professional Services

In a world where every firm claims to be client-centered and values-driven, the challenge of building a distinctive and enduring brand has never been greater. The experienced panel explored what it truly means to build, maintain, and evolve a brand in the complex world of professional services.

A Brand is a Relationship, Not a Logo

Branding is no longer about fonts and logos. It is the sum of every experience, from a pitch deck to a conversation with a receptionist. The famous Jeff Bezos quote was highlighted ‘’a brand is what people say about you once you leave the room'' The most successful firms are treating brand as a relationship and focusing on business-to-human connections rather than simply business-to-business transactions.

Brand Strategy Must Be Aligned with Business Strategy

A firm’s brand must reflect what it wants to be known for. Achieving clarity on this helps drive consistent messaging and behavior across the entire organization. Go-to-market strategies are evolving too. Instead of being defined by practice areas or sectors, firms are increasingly aligning their brands around the issues clients face.  David McClune stressed the point that firms can get locked into what they are known for which can be dangerous.

From Inside Out: The Importance of Internal Alignment

Many brand initiatives fail not due to poor strategy but because of a lack of internal buy-in. Lawyers, who are not trained in branding, often struggle to understand its value. In large partnerships, getting everyone to align on a clear and consistent proposition is particularly difficult. Successful brand building starts internally, with leaders committed to modeling and reinforcing brand behaviors from the top down.

Governance and Influence Matter

Establishing strong internal governance structures is essential. Without clear decision-making, branding efforts risk becoming diluted by internal politics or committee indecision. Cultivating internal allies and brand ambassadors helps drive momentum, especially in large and diverse organizations.

Global Brand, Local Relevance

Maintaining a consistent brand across borders is a major challenge. Firms must balance a unified global identity with local adaptation, often using technology to tailor messaging by region. Cultural nuance matters, and failing to consider local sensitivities can delay or derail rebranding efforts.

Lateral Hires Can Strengthen or Weaken the Brand

The integration of lateral hires is a litmus test for brand strength. When new joiners bring their own expectations and styles, they must be brought into the firm’s brand culture from day one. Without a consistent, daily onboarding effort, the risk of brand fragmentation grows.

Brand is Never Finished

Rebranding should be seen as evolution, not revolution. The most resilient brands are those that build on legacy while adapting to new market realities. Brand platforms, tone of voice, and visual identity must be nurtured continuously, especially as new hires enter the firm and markets shift.  Sadie made a point of being mindful of brand fatigue. Partners want something new and shiny every now and then but be wary of rebuilding a whole new logo/brand every time.

Content Governance Keeps Brands Alive

Content is a critical vehicle for brand expression. Without governance, even the best strategies can be undermined. Structured content review processes ensure that messaging stays on-brand, whether it is a pitch deck or a digital campaign.

The Long Game of Brand Architecture

Building a brand framework takes time. Most foundational work occurs in the first three years, but full implementation typically takes five to seven years. Clear timelines, focused messaging, and regular reinforcement are essential for long-term success.

One of the final key takeaways was the fact that you need allies to push through a brand project.  This can come in the form of politically aligning key partners in the firm but also using your agency or external suppliers as the experts to bring partners and the project back online.