From values to visibility: Your brand’s true differentiator

For clients and potential employees, they want to see what you stand for, not just what you sell. And for most of us we want to want to work with brands that feel human and make us feel human – in today’s world, the how matters more than ever, and that’s what becomes your North Star.

The culture club

Cultures don’t just ‘happen’. They are the result of many contributing factors from the style of a leadership team, the way you communicate, the office (or homeworking) environment and your core values. It is lived in the way you hire and onboard new employees, through engagement and recognition programs, work ethics, social norms and daily interactions. While policies on work-life balance, adaptability, compensation and training will also have a role in shaping a culture. 

A strong, intentional and actively cultivated culture will increase satisfaction, collaboration and ultimately achieve more success for your organisation. It should never stand still and a culture that isn’t evolving with a vision and goals will create a tension or a brand gap.

When your brand is built on strong human foundations, it connects with people on a deeper level, showing them that you stand for the same things that they do. A culture can reflect the shared behaviours, attitudes, and the focus of your organisation and core values will be the guiding principles behind your actions and decisions. Together, they influence every interaction and capture the essence of who you are — helping to highlight what makes you different.  

Living Ratings: 58% of law firms have values on their website, yet just 33% provide evidence of these values in action.

Walking the talk

Authentically communicating culture and values needs more than a polished website or video from the CEO (although those certainly help!) You need to walk the talk. Clients and future employees are smart enough to see through superficial branding or generic statements and see the gap between marketing and reality. 

Building a real picture with real people talking about genuine experiences can only truly bring your story to life. People outside the organisation need to see your office environment, hear employee stories, see your responsible business in action (with results) and together these activities start to build an authentic portrayal of who you really are. 

Connect with one of our experts

If you'd like to discuss how we can bring your firm's brand to life, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.