Category: Agency News

  • Firesign and DriveThru Branding Launch Firm Foundation

    Innovative Process Brands Law Firms in Two Weeks

    FAIRWAY, Kan. and NEW YORK, March 15, 2017 — Firesign and DriveThru Branding today announced their new collaboration, Firm Foundation, a process built to deliver law firm brand guides in just two weeks.

    A law firm’s brand is among the most important hiring factors, but the traditional branding process can be cumbersome and time-consuming, leading many law firms to neglect it, said Katherine Hollar Barnard, CEO of Firesign.

    Barnard said Firesign, a marketing agency that specializes in the legal industry, wanted to help law firms brand in a straightforward way. This sparked an alliance with DriveThru Branding, which provides fast, affordable brand strategy to startups and small businesses. Together, Firesign and DriveThru Branding crafted Firm Foundation, a branding process that addresses the unique aspects of the business of law, including jurisdiction and ethical considerations.

    Firm Foundation uses a three-phased approach focused on efficiency:

    • Discovery: A law firm completes a set of questions about its work, clientele and style.
    • Work Session: Within ten days, the firm receives a draft brand guide and participates in a one-hour work session to refine it.
    • Deployment: Four days later, the firm receives a final brand guide and instructions for moving forward.

    The brand guide includes the firm’s elevator pitch, brand story, tone and style, guidelines for visual presentation and a review for ethical compliance. Law firms pay a fixed fee based on size.

    “Branding is the foundation of how firms connect with clients,” said Barnard. “It’s crucial, but it shouldn’t have to be painful.”

    Susan Solomon, founder of DriveThru Branding, has deployed the two-week model for a variety of clients, including The High Line, Give Lively and WeFestival. She said she looks forward to bringing it to the legal arena.

    “We know traditional branding agencies aren’t designed for time-crunched lawyers,” Solomon said. “Firm Foundation is.”

    For more information about Firm Foundation, visit www.firmfoundationbranding.com.

    About Firesign:

    Firesign helps attorneys attract, win and retain business. We build brands that connect and business plans that deliver for law firms and legal industry clients nationwide. For more information, visit firesignmarketing.com.

  • Two-Time Am Law 200 CMO Sparks a New Agency: Firesign

    FAIRWAY, Kan., Feb. 22, 2017 – Legal marketing veteran Katherine Hollar Barnard today announced the launch of a new agency, Firesign, that will help attorneys attract, win and retain business.

    Barnard, most recently the chief marketing officer at Shook, Hardy & Bacon LLP, said she was inspired to launch Firesign to address friction between lawyers and the clients they serve.

    “The legal profession is crucial to protecting justice, civility and innovation, but there is significant discontent on both sides of the service,” she said. “‘Attorney’ ranks among the unhappiest jobs in America, while 60 percent of clients would not recommend their law firm to a friend.

    “I believe both sides deserve better, and I want to help.”

    Firesign’s approach of “enlightened legal marketing” extends throughout its service offerings, which include branding and positioning, business development and client retention. For lawyers, the ultimate results will be stronger client relationships, greater income stability and more enjoyable work, Barnard said; for their clients, more effective business discussions, more empathy in representation and more satisfying service.

    From its headquarters in metropolitan Kansas City, Firesign can serve law firms and legal industry clients nationwide, Barnard said.

    In an industry with a reputation for one-size-fits-all marketing, Firesign’s founder distinguished herself with work lauded for creativity and results. As CMO at Shook and Lathrop & Gage, she led the business development and marketing communications teams. At Lathrop, she created the firm’s client feedback program and initiated its agribusiness industry group. Her rebranding efforts at Shook earned “Best Identity” from the Legal Marketing Association’s Midwest chapter. During her tenure at both firms, her departments brought in nine figures of new business.

    Susan Hackett, CEO of Legal Executive Leadership LLC and the former general counsel of the Association of Corporate Counsel, described Barnard as “a natural treasure” who connects with the lawyers she serves and the clients they represent.

    “In my world – the world of in-house counsel – trusted relationships are everything,” Hackett said. “Katie is the person with the people skills to build relationships that build success.”

    About Firesign

    Firesign helps attorneys attract, win and retain business. We build brands that connect and business plans that deliver for law firms and legal industry clients nationwide. For more information, visit www.staging.firesignmarketing.flywheelsites.com.

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    We will officially light the torch on Wednesday, February 22; watch this page for official launch news.