(Sponsored content.) Does Your Reputation Accurately Reflect Your Brand?
When asked to consider the importance of your brand it can be too easy to think about logos, slogans, name awareness and advertising and in doing so perhaps lose what is important in the solicitor brand. Namely that ‘SOLICITOR’ is your brand and an extremely well respected one.
The reputation of both individual solicitors and their collective brand is rightfully regarded with great respect; thus, the reputation of the firm and its solicitors becomes of utmost importance. I believe this is the rationale behind the Solicitors Regulation Authority's introduction of a code of conduct for firms in 2019, in addition to the existing code for individuals. This initiative aims to promote the establishment of standardised processes within law firms, ultimately leading to a consistent and high-quality experience for clients. The manner in which clients interact with your firm significantly shapes your reputation, which is the most crucial aspect of brand recognition.
Each year, the annual tracker report released in July by the esteemed Legal Services Consumer Panel vividly and effectively showcases this trend. If you haven't yet explored this insightful document, which draws on consumer research involving more than 3,600 participants, I highly encourage you to find it through a quick online search or simply click here. The results, particularly in the segment detailing how consumers select their legal service providers, reveal a striking consistency since the inaugural LSCP report in 2011, with over half—52%—of individuals relying on RECOMMENDATIONS.
It ties in with the survey also finding that of all the factors influencing the choosing of a legal services provider, REPUTATION is top at 88%, up 5% on 2023. Fascinatingly, the 52% of recommendations is broken down neatly – 39% was due to a previous personal experience, or a recommendation from family/friends and 13% (up from 12%,) was through a recommendation from another professional organisation.
The survey indicates that, despite the ongoing trial by the SRA and their advocacy for price and review comparison websites, as well as their interest in establishing 'quality indicators', these platforms have not yet proven to be effective in attracting new clients for law firms. In fact, the report from 2024 found that only 3% of respondents utilised such websites to find a service provider, a decrease from the previous year, while merely 4% had engaged with an advertisement. Consequently, it is clear that a law firm's reputation is primarily enhanced and established through the delivery of quality service, which fosters recommendations and professional referrals. Ultimately, a firm's reputation serves as its true brand, and this aspect should be regarded independently from any marketing or advertising strategies related to the brand itself.
From the perspective of SIFA Professional, as a long-standing partner of the Law Society of England and Wales, we are pleased to note that 13% of recent legal service consumers surveyed by the LSCP were referred to their solicitors by trusted organisations. It is highly likely that many of these organisations were financial planning professionals, such as our member firms. At SIFA Professional, we believe that quality financial planners would only recommend our clients to highly qualified and compassionate private client solicitors. Although the financial planning sector does not benefit from the annual LSCP tracker to highlight the significance of professional referrals, we recognise their importance for both our firms and, more crucially, our clients. Legal and financial advice, much like reputation and brand, are often closely intertwined; thus, collaboration is essential for the success of our businesses and the benefit of our shared clients.
Pat Seaward
Business Relationship Manager, SIFA Professional
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