/case studies
Brand strategy: Watson Farley and Williams
The need:Watson, Farley & Williams has enjoyed great success in recent years, founded on the firm’s people, their ambition, expertise, commerciality and hard work. To continue to drive success the firm’s culture, service principles and standards needed to be reinforced, so that all its people understand what is expected of them and how to meet those expectations.
A strong brand not only makes it easier for a client to choose, it makes it easier for the practitioner to deliver. The brief was to define those client service and business principles and to develop a brand idea and brand personality that both reflected the best of WFW and provided an aspirational model for the future.
Our work:We worked with the firm’s management team and conducted interviews with a cross section of the firm’s partners. Once we had a view based on the partners’ feedback we developed a potential brand template for the firm. Following further feedback we conducted an online survey among a wider selection of the firm specifically exploring the firm’s approach and culture.
The result: The work delivered a clear brand template and personality for the management team, and in particular HR, to build processes that would embed the desired service and business principles in the firm, specifically impacting people development, feedback and recruitment.
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