Shandong Ivy Song Hongchang law firm

  Abstract:The development of law firm has entered the stage of brand development, brand strategy will be the most important law firm development strategy. Law firm's brands include two aspects: one is the intrinsic quality of products firm, is a lawyer firm product quality in the society and industry awareness and recognition degree. Law firm brand connotation should service the quality of products and services around the lawyers provide expansion, eventually formed its flagship product, formed the core competitiveness.

    Key word.Law firm brand   The connotation of the brand

Since the resumption of the lawyer system, lawyer industry from scratch, from the initial prosperity, it should be said has been considerable development. At the same time, the development of law firm has entered a bottleneck stage, everyone was thinking: law firm, the next step should be how to develop. The development of law firm has entered the stage of brand development, brand strategy will be the law firm, the most important strategy, which is determined by the objective law of the development of the law firm.

One, firm brand development strategy is the most important development strategy

Law firm brand refers to one or more professional service and quality of service firms in the same industry leader, and is widely recognized by the public and the society. The brand is the social evaluation of the law firm overall image and identity, social effect is immeasurable and intangible value, is of great significance for business competition ability promotion law firm, is the fundamental long-term development law firm.

In brand development, a law firm shall establish the following ideas:

1The product concept

The legal service provides to the society is a special service products. The lawyer's job is to provide legal services to the society, in exchange for a process necessary remuneration. At this point, there is no essential difference between the products to provide legal services provided by lawyers and other service providers, and other products of the universal. The reason that the legal service provided is a special product, is because in the national legal system, the lawyer plays a special mission, he is through the provision of services for the way, from another point of view, the legal justice. So the firm can't take the profit as the goal, or they will become money making tools.

2The marketing concept

Although the law firm, not for profit, but law firms and lawyers to survive and develop, must have the necessary economic benefits, otherwise it will be impossible. But law firms in the pursuit of economic benefits at the same time, must be based on the interests of both the rule of law.

The services of a lawyer since is a kind of product, it must be recognized by the society through the exchange of skills, to realize their own value. In the era of market economy, the competition in the legal service market reality, lawyers have not the case door, the lawyer must go out to engage in marketing, which requires the firm to establish marketing concept. Only through the marketing success of legal services lawyers, can transform into the benefit.

3The brand concept

Law firms to establish the brand is the best, the most important product marketing strategy. Since the legal service is a kind of product, there is the brand, the brand is an important mark to distinguish one product to another product. For law firms, the brand is to separate the services and the services provided to the customer service area, Zhi Xiao, the variety and quality of the, easy to choose among many firms. Through the creation of brand, through the spread of modern media and customer service and quality pass from mouth to mouth, the law firm to spread widely in the society, as the social awareness and identity, let customers come. The so-called "come", actually refers to the law firm brand on customer attraction, is also the purpose of law firms to create a brand.

Two, the work law firm brand development path and deviation

The last century90In Shandong, legal services are not a fully competitive era. From the market supply and demand perspective, was in short supply in the stage, the lawyer basic sit maintain good income level in the office case can; from the customer perspective, legal services, consumer groups are not very mature stage, the law firms and lawyers choose not to pay attention to the service quality and service quality, the legal services in consumption naive and great blindness. Corresponding to this law firm brand work has experienced two stages: the first stage, never pay attention to brand development to pay attention to brand awareness; the second stage, from the importance of brand awareness to the importance of the construction and promotion of the brand connotation.

In this process, law firm brand work appeared deviation, that is partial to the brand's outreach work, connotation, ignore the content of the brand, brand connotation transfer to the society is fuzzy, the departure from the product characteristics. It should be said, to attach importance to brand outreach work in law firms, with respect to not pay attention to brand stage is a great progress. However, some firms ignore the establishment and promotion of brand connotation, leading to "exist", namely a great reputation, but think about the lawyer is the business to do good, quality of service is what, but it is impossible; there is "not true", which is a great reputation, but actually it is not so. As in the Qin pool wine, winery or the winery, wine is the wine, is because in CCTV as a "standard", will set the Thames a great coup, and sales in the period of time increase. But because of the quality of wine has not changed, the bubble quickly burst, and finally the enterprise bankruptcy. Can say, the typical Qinchi wine is Wu Chao, fame again big, no quality as the base, can only accelerate the death. But our lawyers, there are some of this hype, so in the law firm founded a brand must pay attention to the connotation of the brand in the process of.

The basic content of three, law firm brand connotation should possess

Law firm's brands include two aspects: one is the intrinsic quality of products firm, is a lawyer firm product quality in the society and industry awareness and recognition degree. The former is the law firm brand connotation, the latter is the law firm brand connotation abduction. Since the law firm provides legal services products, so the connotation of the brand should be the service quality of products and services around the lawyers to provide expansion.

In an increasingly competitive era, a law firm shall have their own "fist product", form their own core competitiveness, construction law firm brand connotation is to form their own core competitiveness. The concept of core competence in business have already make known to every family, have received wide attention, in the legal profession is still a new topic. From the customer perspective, the core competitiveness is to give customers a reason you choose, when customers experience a kind of legal issues, why should choose you instead of others, the reason is the core competitiveness relative to peers. To Haier as an example, Haier this brand contains three contents:1Quality, excellent;2, advanced production organization management -- product quality assurance of organization;3Excellent customer service, make up service - quality of service or product quality. So we think of "Haier", naturally think of the above content, this shows Haier brand creation is the content, is successful.

The basic content of law firm brand connotation should possess:

1Professional orientation, species -- provide products

As mentioned previously, firm brand should be around the service and quality. The development of the law in a fine, legal service division of labor is increasingly complex, a law firm's service has been impossible to include all the major, as the old saying goes "every rule to know everything of something". This requires the firm to professional orientation.

Professional law firm shall be carried out in the differentiated based on the size, big, small, in the positioning of the professional requirements are obviously different. The major species can be comprehensive, integrated, professional categories and the less, the focus point. In addition, law firms according to the developed degree of its geographical position to establish professional width. In the developed areas of the business volume is big, can engage in a single business, for example in Beijing, Shanghai only for criminal defense, real estate, intellectual property, securities professional law firm, and achieved great success, many are already well-known in the country. In the less developed regions, because of the low level of development, the demand for legal services, it is difficult to single professional as the location, because professional positioning actually means to have a choice in business, it can determine the professional category more appropriate, after all, survival is the first law. After the establishment of the professional categories, remains to be determined one or two kinds of professional products, as a professional connotation, the brand's focus on the development, key propaganda, form their own core competitiveness.

2, quality of service

As a law firm brand connotation besides the types of services, is the quality of service, this is a law firm important symbol different other law firm. A law firm's service quality is mainly reflected in two:

First, the lawyer lawyer team led by outstanding

Lawyers are legal service providers, law firms, all philosophy system, the need to implement, the lawyers can play a role, so that the law is the first element of law firms to create excellent quality. Training, publicity lawyer should become an important content of the creation of the brand.

The legal service quality depends not only on the lawyer's professional level, professional experience, but also depends on the lawyer's skills, life experience and comprehensive quality, it is how to recognize the lawyer and lawyer team issues. Our industry experienced lawyer world era, and now we are more stressed the role of lawyer team, this is because the legal services more and more complicated, trivial, need a lawyer team for security. But lawyers still has its irreplaceable role, a lawyer is a lawyer, the soul of the team, which is in itself a huge brand. We can imagine, if Kyoto firm no director Tian Wenchang, Shanghai development law firm no director Zhu Shuying, the law firm brand may be cast into the shade. The lawyer led excellent lawyer team is an important content of brand construction firms, which requires the firm to establish training system, talents introduction.

The internal organization and management, second

Organization and management firm is the organization guarantee and system guarantee the quality of the products. Establish brand, must have a set of effective system, including human resources management, business management, internal distribution management, financial executive management, administrative management, file management, training management, rules management etc..

Four, firm brand connotation and brand building successful outreach work basic symbol

At the completion of professional orientation, then established the basic connotation of the brand, began on the brand connotation outreach work that is often said that the propaganda work. This includes two aspects, one is the customer pass from mouth to mouth, this is the most primitive way, can not be ignored. Only to do a good job in every business, won the satisfaction and respect, can have a good reputation effect. Another is to use television, newspapers, websites and other media tool for international communication, public awareness, identity.

It must be noted that, in the promotion process, any, law firm brand outreach work must be established around the intension, remember. We often see some law firms of promotional materials, declared himself to be specialized to do a business of professional firms, but the business types and cover all of the lawyer business, it is not only stultify oneself, more important is the transfer of fuzzy information to the public, it is impossible to establish firm brand.

What is the basic symbol of the brand building success? Is in the majority of customers and potential customers in mind, so that their names and related legal services linked to the determined, contact with the level of quality related, so that customers have a certain legal problems on the natural come, the brand construction is the basic work, and fist product basically established. This sign is actually the market indicates, the ultimate goal is to guide of the creation of the brand, consumer groups, so as to gain the competitive advantage in the market. For example, we mention Beijing Kyoto firm thought of criminal defense, Shanghai filed development law firm thought of building real estate legal affairs, brought Shanghai law firm Zhu Miaochun think the intellectual property legal affairs, suggesting that the firm's brand is successful.

China lawyer industry brand construction has just started, brand building is not result of a day, have a long way to go, need long-term effort and hard work. Law firm quality brand bristly when, is China lawyer industry really mature, developed the day.

(Song Hongchang Ivy League lawyerWww.cctls.cn)