Building a world-class brand and digital presence for law firms

The podcast episode, hosted by Passle's Charlie Knight, delved into the rebranding journey of Axinn, led by Julie and Duncan. Following the recent launch of Axinn's new brand and website, the duo provided a comprehensive overview of their collaborative efforts in setting the project's scope, managing change within the firm, and aligning the rebrand with the organisation's goals.

Key points covered in the discussion included:

• Julie's decision to embark on a full rebrand to enhance the firm's digital presence
• Duncan's insights into the discovery phase of the rebranding process and identifying the necessary technical elements
• Aligning a law firm's brand strategy with its business objectives
• Effective engagement of partners and managing the change process within the organisation
• The significance of thought leadership in shaping a law firm's rebrand
• Leveraging the new brand to enhance business development efforts.

Through their dialogue, Julie and Duncan emphasised the importance of understanding a firm's unique characteristics, engaging internal stakeholders, and ensuring alignment with the business strategy in building a successful brand and digital presence.

Listeners are able to gain valuable insights and practical tips for approaching rebranding projects and enhancing the visibility and impact of law firms in the competitive marketplace. Listen to this CMO Series Digital Masterclass.

For a more in-depth look at Axinn's rebranding journey and to explore their new brand and website please take a look at our case study.

Connect with one of our experts

If you'd like to discuss how we can help develop and manage your brand and digital intelligence in the future, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.