Since its inception, Spotlight Branding has transformed from two guys in a spare bedroom in a Miami apartment to a team with hundreds of nationwide client-partnerships serving over 20 practice areas.
We’ve built the company up to a 7-figure business with an amazing office culture that truly makes it fun to be at work.
During this time, we’ve learned a thing or two about the importance of core values and how they’ve shaped our office culture. In fact, we’ve gone to great length to bring in outside resources to help define what makes our team so unique.
Through that process, we’ve managed to define our core values, set forth traditions and shape our attitudes which have had a direct impact on creating our external brand. In essence, this process has helped to shape what you see from the outside looking in. It’s not always been fun but the results speak for themselves.
So, let’s talk about core values and how they set the tone for what others think and say about your firm. We’re going to use two of Spotlight Branding’s internal core values as a case study.
One of our core values is to Communicate With Intention. We believe that clear, effective, and sensitive communication creates strong relationships and great results. This belief does not only define how we communicate internally but also influences how we communicate with our clients as well as our overall marketing message.
For example, consider the importance of the very first moment a potential client becomes aware of your services. What about the moment they begin to consider a purchase? What about the onboarding process, and moreover, retention? The customer journey is incredibly important and is guided by what we believe and live by as a company.
Another core value of ours is to Do It Better. In other words, we think strategically and work ambitiously to accomplish more than most and create the best possible outcomes. This is probably my favorite. We’re always pushing to do things better and find new ways for improvement. I can’t tell you how often we manage to find more minutes in the day than actually exist. Running an agency representing hundreds of firms across the nation is no small task. We are a well-oiled machine of efficiency. To Do It Better requires us to think outside the box and be willing to make difficult decisions that deliver results. We make every minute count which allows us to service our clients at the highest level.
Of course, there are others but these are two prime examples of our internal core values. They’re in our company DNA. They’re understood, practiced and enforced. They’re constantly improving our decision-making process. They play a role in the recruitment of new team members, build our reputation and drive client retention.
So, let’s dive a little deeper into how core values transfer into your external brand.
In today’s competitive legal landscape, having a set of specific core values that differentiate your firm is your competitive advantage. This is how you take control over people’s perception and step into the driver’s seat of your brand’s identity. It’s not an easy task but establishing a set of shared values will help to push your business forward.
“Firms that live their values will treat clients well, develop lasting relationships and keep them coming back. In a law firm, as in any business, client loyalty drives profitability and growth.”
-Eric Seeger, Principal, Altman Weil Inc.
When your brand identity is at its strongest and most profitable, it will be a direct result from the right leadership, improved decisions, stronger relationships, and better communication all dictated by your core values.
In closing, I’d like to share some final thoughts and provide you with some actionable advice. Over the years, we’ve interacted with thousands of lawyers. Literally, I mean thousands. And there’s a common theme that has emerged over the years.
Most small law firms have a list of generic core values like integrity, accountability, and excellence. While admirable, they’re simply not enough.
I can’t name a single law firm who wouldn’t consider themselves to be all the above. It’s the equivalent of a bank saying that they’re fiscally responsible. The average person certainly would expect a bank to be fiscally responsible just like they would expect law firms to be extremely good at what they do.
So, go the extra mile and dig deep into what makes your firm unique. Ask yourself and answer these questions…
What are your company core values? Why are they important? How do they separate you from the competition? Do they help govern and improve your decision-making process? How does your brand make people feel? Why is that feeling so important to them?
Take some time to study other brands and remember that the best brands are tied to an emotion.
Cody Lannom is the Director of Marketing & Sales for Spotlight Branding. It’s his responsibility to oversee the development and implementation of Spotlight Branding’s brand strategy. In his spare time, Cody studies a wide range of disciplines including personal development, entrepreneurship, and leadership. When Cody’s not at Spotlight Branding HQ, you can find him and his dog outdoors on the trail.
