Learn how a focus on values differentiated a law firm from its competitors°
BoyarMiller is a Houston-based law firm that offers comprehensive legal services in the areas of corporate, real estate, finance, capital formation and employment litigation.
Its Business group serves multinational companies, middle-market businesses and entrepreneurs, while its Litigation group represents organizations of all sizes – from start-ups to Fortune 500 companies.
With leadership transitions and other changes on the horizon, it was time to give BoyarMiller an brand that emphasized its strong values and differentiated the firm from its competitors.
What We Did
- Communicated value proposition
- Increased brand visibility
- Redefined perception in the marketplace
How We Did It
- Created strategic messaging
- Rebranded the company across all platforms
- Managed leadership transition
The small-sized firm was already a successful business when it approached our team. However, the firm had low visibility within the marketplace. As a result, it was considered to be too small to handle big cases – a view shaped in part by the firm’s low visibility.
The firm was not actively promoting its unique operations and values that benefit clients and the community. Even though BoyarMiller clients felt the positive impact of the firm’s commitment, this was not being communicated in the marketplace.
The new leadership was seeking to grow the firm’s visibility. They needed to bring the company’s unique value to the forefront of their marketing efforts.
“BoyarMiller had a lot to offer, but they weren’t promoting it. It was evident to us that this rebranding project was about taking an already great company and better communicating its value to their clients and to the community,” said BrandExtract President and CEO Bo Bothe.
Communicate value proposition
Our in-depth research confirmed that BoyarMiller’s values were the cornerstone of the firm’s success. These findings led to a new brand position – Practice with Purpose – that conveys the idea that everything about BoyarMiller does is purposeful and is based on five core values:
- Provide practical business solutions using vision, creativity and expertise
- Use high integrity in all dealings
- Have a relentless dedication to service
- Sustain an atmosphere of respect, support and authentic communication
- Develop our people to be great professionals
We attached messaging and created imagery that featured the attorney’s personal items to represent that they put all of themselves into what they do. Larger firms often lack a personal touch, and this was differentiator we knew mattered with buyers.
Increase brand visibility
The new brand was implemented through various channels to promote to the marketplace. The new positioning, messaging and imagery were used as the basis for the firm’s brand, which was then consistently incorporated into a corporate brochure; a revamped website; e-mail marketing and other pieces.
To share the firm’s expertise, foster engagement and cultivate the new value-based brand platform, we helped the company develop its now very popular Breakfast Forum series.
Redefine perception in the marketplace
The educational Breakfast Forum series covers perspectives in the energy industry, capital markets and commercial real estate among other topics. These events enhanced BoyerMiller’s reputation as an industry leader and offered significant value to clients and colleagues.
The rebranding process allowed BoyarMiller to increase their visibility within the marketplace and differentiate themselves from competitors. They are now viewed as a firm that operates within the boundaries of its mission, vision and values.
BoyarMiller attorneys’ contributions to the blog have helped increase site traffic and have further established the firm as a major player in the law arena with an extensive knowledge base.
The Breakfast Forum series continues to grow in scale. Many events have required a wait list for attendees.
Following this successful rebrand, BoyarMiller was named AMA-Houston Marketer of the Year for 2009 in the Professional Legal category. The brand continues to thrive and inspire in much the state it was launched a decade ago.
“Our new brand has not only greatly increased our visibility in a very competitive marketplace, but has also sparked enthusiasm in our attorneys, who have become eagerly reengaged in our marketing efforts. This experience has proven to us how crucial it is to have a strategically developed brand that accurately conveys a company’s mission, vision and values.”
— Chris Hanslik,
Vice Chairman, BoyarMiller