Branding for Legal Departments: What, When, and How?

Abstract

Many legal departments do branding exercises once in a while. It often consists of a workshop (or a series of workshops) to define the department’s identity, mission, vision, and values; or a panel with colleagues from the business to discuss mutual expectations and what it means to be a (strategic) business partner; or deliberations and plans on how to gain ‘more visibility’ and become involved upstream in the project management process; or efforts to standardise the layout of the documents issued by the members of the law department; or a mix of the above.