The first of two episodes of the GMT podcast dedicated to the importance of brand+culture in cross-border law firm combinations.

To understand and deliver on how you’re relevant to clients, recruits, and your own people, it helps to define your Brand Culture: Who you are, what you stand for, and what sets you apart.

A strong culture-driven brand can help law firms attract and retain talented associates, partners, and clients. Clarifying who a firm is and what sets it apart is key during a time of intense competition.

In our many years of working with great service brands — in industries ranging from financial and legal services to hospitality — we’ve come to know that effective and lasting change only happens when it’s grounded in what makes your organization unique, and embraced and driven by your people.

These days, everyone is talking brand, and everyone seems to have a different definition of what a brand is. What it all comes down to, however, is that brand is the very heart of your organization — what it stands for, where it’s going, its very reason for being.

It might sound obvious, but it’s worth stating as clearly as possible: The web isn’t print. So why do so many of us still think of content in terms of pages?

Successful mergers of any type require leadership to articulate a clear vision and rationale for the future.

Having a strong brand has never been more crucial for law firms. But the branding process for law firms has a unique set of challenges attached to it, and there are important considerations to keep in mind if you want a successful outcome.