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Undeniable Evidence for Branding

Date of event: 6-17-2016
Time of event: 12:00 noon
Location of event: Reed Smith LLP, Three Logan Square, 1717 Arch Street, Suite 3100, Philadelphia, PA 19103

Much attention is given to the importance of branding fundamentals in the world of professional service marketing. If branding is an essential prerequisite to good marketing communications, then, why do so many law firms either fail at it or just seem to completely ignore it? And - if a firm takes the time to develop an actual brand identity - how is that identity communicated through its most essential collateral, namely its website?
This two-part presentation will focus in on the challenges of branding and positioning the modern law firm. Focusing on case studies, we’ll assess how success is achieved by some firms, both from the standpoint of developing internal processes which produce resonant design and messaging, as well as achieve buy-in from all firm stakeholders.
The second part of our presentation will focus on the digital expression of a law firm’s brand. Specifically, how can we apply the principals of good branding and positioning to create a firm home page which both emotes brand, as well as accomplishes other home page prerequisites? Some of those prerequisites include:

• Quickly establishing position and brand through the use of a concise positioning statement.
• Applying brand values to an explanation of service areas, experience and capabilities.
• Developing a simple navigation and user experience structure which allows site visitors to access deeper, and personally relevant content.
• Editing content requirements to their bare minimum , to avoid visual confusion, user paralysis and ensure maximum engagement.

Our speakers:

David Hitt is the founder and Principal of Splat, Inc., a digital marketing studio in Center City, Philadelphia. David is a designer, developer, and writer who has designed websites or digital collateral for many law firms in the Philadelphia region, including Ballard Spahr, Greenblatt Pierce Engle Funt & Flores, Dilworth Paxson and others. Founded in 2001, Splat provides both website development and internet marketing services to a wide range of professional service firms and other B2B clients.

Brandie Knox is the award-winning Principal and Creative Director of Knox Design Strategy. An expert in design strategy for more than a decade, her goal is always to design materials that communicate, persuade and create meaningful experiences for her clients’ end users. While working on an in-house brand management team at an international law firm, Brandie launched global branding initiatives and directed creative teams working directly with c-suite executives and external consultants. As a result, she knows that critical to meeting business objectives is open collaboration with key decision-makers within a firm.

   
 
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