Fresh thinking: brand advantage in the legal world

When one of the largest firms of solicitors in central England wanted to update its brand to support continued growth, Switch fitted the bill perfectly.

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From roots servicing private clients, farmers and landowners, today Brethertons employs 260 people across 4 locations, having doubled in size in the last 10 years. The brand challenge was three-fold:

  • An evolved brand which positions Brethertons with clarity & understanding; which reflects the aspirations of partners & staff; and which addresses the needs & expectations of clients
  • A brand which supports consistent communications at all touch points, regardless of content, detail, frequency & format
  • A brand which is based on knowledge & insight of the firm, its people, its clients, its peers and the broader market in which it operates

Knowing that the best brand programmes are based on detailed knowledge and understanding, and are developed by those who need to bring it to life, Switch undertook a comprehensive research programme amongst staff with group discussions, one-to-one interviews and an all staff quantitative perceptions survey. The rich insight gained informed the creation of the brand strategy and creative development of both the brand narrative and visual style.

Pursuing evolution rather than revolution, Switch worked closely with the Brethertons project team at all times to ensure that the new brand is completely aligned with the business imperatives. The result is a strong and distinctive visual and verbal positioning from which to tell the Brethertons story to all stakeholders, current and prospective; internal and external.

With all the assets and expertise you’d expect of a top flight legal firm, above all Brethertons is about real people helping real people deal with real situations. Thanks to Switch, Brethertons now has a brand that shouts people and expertise; the firm is ideally positioned to continue along its trajectory of growth and success.

Brethertons. The Knowledge Within ®

To find out more, call us on +44(0)121 233 2727 or email Graham.