Website discovery phase
Overview
Linklaters is a leading global law firm known for its expertise in legal services across multiple sectors, with a strong emphasis on innovation and client-focused solutions.
Objective: To conduct a comprehensive discovery phase aimed at refining Linklaters' brand identity and enhancing their digital presence through a website refresh.
Results: The discovery phase provided Linklaters with actionable insights and strategic direction to consider refining their brand identity and enhancing their digital presence through a refreshed website.
By leveraging a thorough brand audit, competitive analysis, and the creation of a comprehensive messaging guide, Linklaters is well-positioned to strengthen its market position and engage effectively with its target audience.
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Credits
Robin McLoughlin
Key deliverables:
Brand audit:
Scope: Evaluated Linklaters' current brand assets, including visual identity, messaging, and market positioning.
Methodology: Reviewed existing marketing materials and led internal stakeholder interviews to assess brand perception and alignment with strategic goals.
Outcome: Identified strengths, weaknesses, opportunities, and threats (SWOT analysis) to inform strategic decisions.
Competitor analysis:
Scope: Analyzed competitors within the legal sector to benchmark Linklaters' market position.
Methodology: Conducted a comparative analysis of competitor websites, digital marketing strategies, and brand messaging.
Outcome: Identified competitive advantages and gaps, providing insights for differentiation and market positioning.
Messaging guide creation:
Scope: Developed a cohesive messaging framework to unify Linklaters' communication across platforms.
Methodology: Defined core messages, proof points, and key differentiators based on client interviews, market research, and brand values.
Outcome: Established clear and consistent messaging guidelines to strengthen brand identity and resonate with target audiences.
Tone of voice and brand personality creation:
Scope: Defined a distinct tone of voice and brand personality reflective of Linklaters' values and client relationships.
Methodology: Conducted workshops and interviews with key stakeholders to capture the firm's ethos, culture, and desired client perceptions.
Outcome: Articulated a nuanced tone of voice that balances professionalism with approachability, aligning with Linklaters' reputation for excellence and client trust.
