How do you create a brand that represents who you really are? That was the challenge facing BWB, a professional services consultancy and legal practice recognised and respected for pioneering charity law work. With decades of experience and legacy, a community of clients from both the commercial and non-profit sectors, and an expanding range of services encompassing but not limited to law, it seemed impossible to create a brand identity that would say it all.
Thankfully, BWB don’t back down at the impossible, and neither do we. We recommended taking a step to identify what binds this multifaceted pioneer of legal talent together. We designed a programme of listening and engagement at all levels of the business to help them to identify two things – what they stand for (Purpose), and the culture that would help them get there (Values).
The results defied expectations. We engaged 40% of their people in the poll stage and 100% of partners agreed the Purpose and Values were true and authentic to them – not bad for a group of lawyers trained to scrutinise the details. After the launch of the Purpose & Values, we saw partners’ excitement about the future of BWB double. Now that they have a strong foundation to build on, forming the brand identity is the next step and BWB is more than ready to take it.