OPTIMIZING A LEGAL FIRM’S BRAND EXPRESSION TO ALIGN WITH ITS BROAD EXPERTISE
THE SITUATION
Ansell Grimm & Aaron PC approached us looking for a new digital outreach to showcase their broad legal expertise, forward-thinking culture, and diverse clientele.
THE ASSESSMENT
Online assets, including their website were not fully performing according to best practices. As a result, online searches and engagements were not being fully realized. Additionally, the brand, as it then existed, did not fully represent the level of expertise and across-the-board experience that existed.
THE SOLUTION
A select group of Brand Leadership Solution® services chosen to achieve specific marketing outcomes, included:
DISCOVER
Fact-finding internal review
Competitor evaluations
DEFINE
Brand attributes, benefits, and advantages
Brand value proposition
Brand/customer connections
DIFFERENTIATE
Competitive brand positioning
Content marketing framework
Design concepts including:
Logos and visual identity refresh
Website facings
DEPLOY
New graphic identity
Website refresh and optimization
Organic SEO program
THE RESULTS
Marketing efforts resulted in significant annual site traffic increases and additional year-over-year growth in qualified inbound leads: