June 14, 2024


Law for politics

US Law Firm Brand Index: Differentiation is key in competitive legal market, survey shows


The new “US Legislation Firm Model Index 2022” reveals that US regulation firms really need to hone their legal techniques in get to stand out in this aggressive marketplace

Thomson Reuters’ US Legislation Company Brand Index demonstrates that the lawful current market in the United States stays one particular of the most aggressive in the earth, and that tight competitiveness is mainly pushed by the development potential that the US presents to law corporations.

Of course, the caveat is that for a law company to differentiate alone in the minds of purchasers or to even basically stand out in this marketplace necessitates corporations and their major attorney to hone an ever-evolving set of expertise.

For case in point, responsiveness to shoppers no lengthier makes a regulation company stand out as unique, nor can corporations tout their responsiveness as anything at all outside of easy table stakes. Having said that, newer techniques — like becoming proactive communicators — nonetheless will let a agency and its important attorneys to enchantment to what their customers are declaring they want to see in their exterior authorized counsel.

From a brand point of view, you can see this put up-pandemic shift obviously going on as common law company differentiators like historic reputations or associations with specific attorneys gave way to other aspects such as clients’ need to have fast, reputable tips from their exterior counsel. The immediate response aspect of lawful perform was progressively important to clients, in particular as in-house attorney workloads proceed to develop.

Even more, our study information shows that consumers in practically each country or region are planning to enhance the level of their authorized invest in 2022 — and that was real in the US lawful market as well. In actuality, it would seem that the lingering effect of the pandemic has stored clients’ legal budgets strong and corporate legislation departments’ reliance on outdoors counsel at a substantial stage, much to the gain of conventional legislation corporations and other suppliers of authorized expert services.

Reacting to clients’ transforming needs

The impression of the global pandemic shown to regulation firms within just the US lawful field — as perfectly as to companies in just legal markets all over the environment — that the importance of obtaining a highly regarded and obviously defined manufacturer when it comes to attracting shoppers, attaining their rely on, and cementing sturdy interactions was paramount. Now, as regulation corporations search for to aid their purchasers navigate even now unsure waters in the pandemic’s wake, they are observing how critical it is to their results that they preserve these higher-quality associations.

Thomson Reuters’ Regional Elite Law Business Model Index 2022 showed how all those regulation companies that ended up in a position to build large company favorability and model consciousness in the minds of clients, and therefore fortify these client interactions noticed the most development in this year’s Index. The Regional Index covers the authorized marketplaces in 5 separate international locations or areas — the United States, the United Kingdom, Mainland Europe, Canada, and the Asia-Pacific location. Every Index is based mostly on facts compiled in 2021 from Thomson Reuters Sharplegal examine.

You can check out Jennifer Dezso, Director of Shopper Relations at Thomson Reuters, breakdown not just the US lawful market place, but also the markets in the United kingdom, Mainland Europe, Canada, and the Asia-Pacific region.


This year’s US Legislation Company Brand Index evidently mirrored this new truth — and for the to start with time, Latham & Watkins actions into the number a person place in the US Brand name Index. Not only does the agency make the most top-of-intellect awareness score with US-dependent clientele, but the firm is also the one to which clientele transform to most for higher-value get the job done matters.

Next area went to Kirkland & Ellis, which proceeds to solidify its model as a major-amount firm. For the last two a long time jogging, the company was cited as the a single most regularly regarded for best-degree litigation and M&A get the job done. Also, this year’s Index confirmed that two new firms reached the Prime 20 for the initially time: Alston & Fowl and Winston & Strawn. Both companies have scaled the ranks by leveraging their sturdy regional reputations into a countrywide presence that has resonated with customers.


As we start out to move absent from the worst of the pandemic crisis, customers evidently began shifting their target as to what they wanted from equally their in-household lawful teams and their exterior regulation companies. As a final result, authorized demand from customers became much more focused on ahead-dealing with elements like how very well legislation companies understood their clients’ business enterprise and marketplace sector. Now, as we move ahead, clientele in the United States and somewhere else keep on to motivation this specialist experience and holistic service from their legal associates.

Obtain Thomson Reuters’ US Law Company Model Index 2022 in this article:


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