Law firms, are you living your brand - or just saying it?

In a recent City A.M. article that resonated with me on many levels, the author noted that law firms are finally waking up to the power of branding — with the example in focus being Hill Dickinson’s recent sponsorship of Everton’s new football stadium. It’s a welcome shift in a sector long known for conservatism over creativity. But as more firms invest in brand strategy, a critical question remains: are they living their brand, or just saying it? 

Strategy is the starting line, not the finish 

Let’s be clear: brand strategy matters. It’s not just a logo or a messaging framework — it’s the foundation for how a firm positions itself, expresses its values and builds long-term equity. A good strategy defines not only how a firm looks and sounds, but how it thinks, behaves and grows. 

But strategy alone isn’t enough. Without activation — without embedding that strategy into the lived experience of clients, employees and wider stakeholders - it risks becoming a beautifully bound document that never leaves the shelf. 

Activation is where strategy meets reality 

Brand activation is the process of bringing strategy to life. It’s where the abstract becomes tangible — where values are felt in a client meeting, where tone of voice is echoed in news stories and where purpose is visible in how a firm shows up in the world. 

Activation can take many forms, to name a few common examples: 

• Training staff to embody brand values in their work 

• Building onboarding experiences that reflect the firm’s personality 

• Aligning internal processes with external promises 

• Empowering individuals to be brand ambassadors (both culturally within the firm and on LinkedIn/at events) 

As the saying goes: “A brand isn’t what you say, it’s what you do.” 

The risk of the brand mirage 

Brand strategy is the crucial core component, but when firms stop there, they risk creating what we might call a ‘brand mirage’ — a polished identity that looks impressive but lacks substance. It’s like designing a beautiful stage set but forgetting to rehearse the play. 

This disconnect can show up in subtle but damaging ways: 

• A bold brand promise that isn’t reflected in client service 

• Employees who don’t understand or believe in the brand 

• Marketing that feels disconnected from the firm’s actual culture  

Strategy + activation = brand integrity 

When strategy and activation work together, the result is brand integrity. It’s the consistency between what a firm says and what it does. And in a market where legal services are increasingly commoditised, that consistency is what builds trust, loyalty and differentiation. 

Let’s look at a few recent examples — some promising, some still unfolding.  

Charles Russell Speechlys 

This UK firm recently refreshed its brand to align with a five-year growth plan. But it didn’t stop at visuals. The firm conducted deep stakeholder interviews, developed a new proposition around “meaningful relationships that create impact” and rolled out a consistent experience across touchpoints — from brochures to video. This is brand activation in action: strategy embedded in culture and communications. 

Freshfields 

Also in 2024, Freshfields dropped ‘Bruckhaus Deringer’ from its name and introduced a bold, modern identity. The move reflects how clients already referred to the firm and signals a confident, global posture. But while the rebrand is visually strong, it remains to be seen how deeply it’s being activated across client experience and internal culture. 

Watch this space: Mishcon de Reya 

Mishcon recently released a striking brand film positioning the firm as one that “delivers at the edge of what’s possible”. It’s emotive, ambitious and aligned with the firm’s reputation for boldness. But as with any brand expression, the question is: will clients feel that difference in how the firm operates? The film is a strong start, but activation is what will make it real. 

Final thought: are you living it, or just saying it? 

Brand strategy is essential. It defines who you are and where you’re going. But it only earns its value when it’s activated — when it shapes behaviours, experience and perceptions. 

So, here’s the question for every firm investing in brand: are you living it, or just saying it?