What's Happening?
Global law firm Clifford Chance has undertaken a significant rebranding effort to position its brand as a strategic asset. The rebranding, led by Denese Edgar, the firm's global head of marketing, aims
to update the firm's visual identity for the first time in two decades. This initiative is designed to better reflect Clifford Chance's commitment to client advantage and its global strategy. The rebranding process involved extensive research with clients and employees to understand the firm's perception and to ensure the new brand proposition aligns with its strategic goals. The updated branding is cleaner and more modern, intended to resonate with the changing landscape of the legal world and to emphasize the firm's premium positioning. The rebranding was not just a marketing initiative but a business-wide effort, involving collaboration across various departments to ensure the changes were understood and implemented effectively.
Why It's Important?
The rebranding of Clifford Chance is significant as it highlights the growing importance of brand identity in the legal sector, which traditionally has not prioritized branding as a strategic asset. By aligning the brand with its business strategy, Clifford Chance aims to enhance its competitive edge in the global market. This move underscores the firm's commitment to delivering a consistent client experience across different geographies and cultures. The rebranding also reflects a broader trend in the legal industry where firms are increasingly recognizing the value of a strong brand in attracting and retaining clients. For Clifford Chance, this rebranding is expected to strengthen its market position and support its long-term strategic objectives.
What's Next?
Following the internal launch of the new brand, Clifford Chance plans to focus on embedding the brand proposition into the daily operations of its employees. The firm aims to ensure that all staff members can articulate and embody the brand values in their interactions with clients and colleagues. This approach is intended to foster a sense of ownership and alignment with the firm's strategic goals. The success of the rebranding will be measured not only through traditional brand metrics but also by observing changes in employee behavior and client engagement. As the firm continues to roll out the new brand externally, it will monitor feedback and make adjustments as needed to ensure the brand resonates with its target audience.
