Law Firm Resource




Clarity Hastens Legal Help

The biggest complaint about clients that I hear from corporate law firms, especially those focused on entrepreneurial startups:

They can’t describe their value propositions (their brands).

In other words, lawyers, customers, and investors want to know:

  1. Why does the client company exist?
  2. Why should anyone give a flying crap?

Note: The responses must not be about products & technologies.

Companies tend to describe themselves generically and functionally (we manufacture widgets, we’re a software company) instead of articulating the value (in customer language) that they deliver.

This makes it difficult for lawyers to help clients:

  • Draw up incorporation papers and private-placement memoranda
  • Secure funding
  • Pursue trademarks
  • Negotiate licensing and partnership deals
  • Engage in mergers and acquisitions.

The aforementioned difficulty will waste billable time and yield suboptimal results — causing unnecessary tension between lawyer and client.

Newsflash to Lawyers: Don’t tolerate it. Encourage your clients to fix their brands, to get clarity. Clarity hastens legal help.

Moreover, the stronger your client company’s brand, the more success it will enjoy — and the easier and faster it can pay your legal bills.

Remember: If your client’s brand is weak, its expensive PPM (private-placement memorandum) will be impotent: investors won’t instantly “get” why the company exists and why they should invest. Result: PPM will be the equivalent of a very expensive paperweight!





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Recommended for Law Firms & Their Clients


PARTING ADVICE: To improve and grow your practice, require your clients to build strong brands. It may feel uncomfortable at first, but it is the correct approach, and it will bear fruit. Your clients trust you and will take your advice.


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