In today’s legal landscape, a firm’s brand goes beyond a logo or website—it’s a reflection of its values, experience and reputation. Rebranding is a crucial step that requires careful consideration and strategic planning. Whether it’s changing a logo, redesigning a website or undertaking a full rebrand, a clear and defined roadmap ensures a successful transformation that resonates with the target audience and aligns with the firm’s core identity.

A full rebrand can be daunting, but Builden is here to help. We can’t choose the new colors for you, but here are Builden’s key tips on where to start:

Establish Clear Stakeholders

Start by identifying key stakeholders. Think about firm dynamics—is there a marketing partner or others to include that can represent the lawyers’ views? Once a team is established, set up regular meetings to understand perceptions and expectations and to stay on schedule and within budget.

Hot tip: This is not the time for large committees! Keep the decision-making group small. Too many participants can derail the timeline and complicate the process.

Set SMART Goals

Rebranding is a significant undertaking, so setting SMART goals is crucial. These goals should be Specific, Measurable, Achievable, Relevant and Time-bound, ensuring clear benchmarks for success. Define what success looks like—whether it’s increased brand recognition, enhanced client engagement or showcasing the firm’s evolution. Include budget considerations, especially if external designers or web developers are involved. By outlining clear objectives from the start, strategies can be tailored effectively, and all stakeholders can stay aligned.

Once goals are agreed upon, keep them visible to prevent deviation. While innovative ideas are valuable, they should only be pursued if they contribute to the established goals. Regularly revisiting these goals helps make informed decisions and ensures budget allocations align with achieving the highest value.

Stay True to Your Firm’s Brand

Amidst the excitement of rebranding, maintaining the firm’s core identity is essential. Focus on preserving the foundational elements that define the brand—its history, values and mission—while refreshing outdated aspects.

Kick off the process with an audit of “what’s working and what’s not” to drive the conversation. Begin with an audit to determine what’s effective, what needs updating and what requires a facelift. A successful rebrand should rejuvenate and reinforce the existing brand in a modern and relevant way.

Case study highlight: Builden client Laurie & Brennen, a premier construction law boutique, had a strong reputation but an outdated website. Builden refreshed its brand and website, aligning its branding with its mission and incorporating modern design elements to reflect its top-tier service.

Highlight Your People and Their Experience

A rebrand provides an opportunity to showcase the individual talents and accomplishments of the team. Highlighting the lawyers’ experience and community involvement not only humanizes the brand but also builds trust and credibility.

Use the rebrand as a springboard for attorneys to update their biographies. If the visual elements of the site are being enhanced, the content should align accordingly.

Case study highlight: Builden worked side-by-side with beverage alcohol and hospitality firm Christopoulos Dickens (CD) to overhaul their brand and website. The previous brand didn’t effectively showcase the firm’s unique industry elements, tiers and services. Builden focused on highlighting experience through a comprehensive update of the website and marketing materials, including detailed biographies that emphasize the firm’s talent.

Rebranding goes beyond a cosmetic update; it’s a strategic initiative that affects every client and community interaction. If the current brand doesn’t accurately reflect the firm’s story, it is time for a refresh.