In a business which traditionally goes by names of partners which can mean very little to lay people/clients there needs to be description. In an era of internet search, the tag line also needs to attract business via search words relevant to the consumer.

So there is a lot going on. To be a do-it-yourself-er in a large firm is a mistake. It can also be a mistake for a solo unless you have some knowledge about consumer behavior and understand the tag line’s purpose.

It has to resonate with the client, not the law firm. It has to convey a convey so much in so few words. It can’t do this if the law firm /solo doesn’t have this clearly defined.

To create an effective tag line know your mission; your raison d’etre or you can’t brand yourself effectively.

Don’t diminish the value of an excellent copywriter who understand the power of words on an audience.

Fulcrum Conference
3/9/99 San Francisco

Steve Barrett
Practice Development Director
Paul Hasting Janofsky & Walker LLP

– The National Employment and Labor Law Firm
– In Business With the World
– Legal Partnering
– Commitment to Corporate Counsel
Counselors. Advocates. Innovators. Problem Solvers.
– Our Results Speak For Themselves.
– Masters of the Intellectual Property Maze
– On the Pacific Rim
– The California Firm With National Reach
– Leaders in the Law of Ideas
– We Know the Territory
– The Florida Law Firm
– A Global Law Firm for the 21st Century
– Counselors For a Changing World
– Partnering Law & Technology to Meet Your Needs
– …Means Business
– The Law Firm For Today’s Gulf South
– Where Law and Business Converge
– Partners to Industry Leaders Worldwide
– Lawyering For the Information Age
– Uncommon Wisdom. Common Sense.
– Leaders in the Law of Ideas
– Hard Working Law
– Staying Ahead of Change
– In Court Every Day
– Not Certified by the Texas Board of Legal Specialization
– Limited Liability Partnership, Including Professional Corporations”

The last two appeared most frequently ;-}

Jones Day: One Firm Worldwide
Paul, Hastings, Janofsky & Walker: One Vision. One Firm.
Dickinson Wright: Great Lawyers. Great Law Firm.

I like the following taglines because they focus on the benefit to the client:

Boyle Fredrickson: You’ve got ideas. We protect them.
Holman Fenwick Willan: Lawyers for International Commerce
The Law Firm for Non-Profits: Helping Good People Do Good Things (SM)
Dolden Wallace Folick: Insurance Law Expertise…It’s Our Policy

And then there are the “what were they thinking?” taglines:

Berrymans Lace Mawer: Clear Concise Advice (but if you’re looking for grammatical advice, go elsewhere)
Zvulony & Co: A Small Firm That Acts Big. (TM) (you mean they overstaff and overbill?)

With the exception of the few that define a narrow practice area these are all hollow and a meaningless waste of space – which is a shame because the space occupied by a tagline can be put to much better use to actually guide prospective clients in their search for legal representation.

I mean what does it add to anyone’s understanding of the firm to know they’re promising to put “clients first”? Is that REALLY adding anything helpful to your understanding? “Oh, wow! What a relief let’s hire this law firm because unlike the rest they promise to put my needs first!”

OK, I’m done ranting now. Back to laughing ;-)

“Out in Ballard/Straight Talk”

My boys seem to like a little humor among the darkness of our task.

All respect – David

I liked 2 points in Tom Kane’s post: 1) taglines can do damage internally, which I agree; and 2) questioning whether they can bring in business. A tagline by itself? it’s difficult to see how. But as part of a very consistent overall presence – may make more sense.

My own feeling is that taglines don’t do much for firm brands, but kind of run side-car to the firm name. I don’t expect them to make sales, or influence sales decisions. If they help the firm’s internal planning process, or help introduce the firm to ‘first time viewers’, then that’s all we can really expect.