Since the advent of Adwords, there have been numerous law firms that have garnered exceptional traction in the marketplace and in some cases, very rapidly.
Adwords, of course, is the great equaliser! Along as you’ve got the money, you can rank with the best of them!
However, as we’ve experienced, there comes a time when a brand that has primarily established itself by client acquisition through ad campaigns has to dig deeper and identify how, apart from running copious ads, it differentiates itself in the market place and positions itself for future growth.
In this respect, identifying your firm’s “purpose” is key and even long-established firms gloss over this.
If you’ve ever read James Collins, “Good to Great,” you would recall from his thorough analysis of what delineates exceptional success for those companies he assessed, was this over-arching understanding of “purpose.”
When a firm has a strong sense of its purpose, it permeates everything they do and is unavoidable in noticing. From a marketing perspective, it makes our jobs easier too!
So, where do you start in identifying your firm’s purpose?
The first thing you have to do is to acknowledge that this isn’t your firm’s vision, values or mission statement.
Rather, according to Greg Ellis, former CEO and managing director of REA Group, he remarked that his business’s purpose was the “philosophical heartbeat.” His company’s purpose was “to make the property process simple, efficient, and stress-free for people buying and selling a property.”
Now, for our Australian readers, you would be aware that the REA Group owns and operates a number of real estate websites that are all leaders in their category. What differentiates them is that their purpose is enshrined across their marketing touchpoints. In other words, if what they do across their business channels does not live up to making “the property process simple, efficient, and stress-free,” then they’ve failed.
Purpose, when it is grounded at this level is a game-changer! In every facet of the numerous businesses under the REA Group, if a function, be it brand, marketing or even operational, isn’t about simplicity, efficiency and stress-free for their consumers, there’s a major disconnect and it allows the company to remedy it. It also allows the company to pose qualifying questions for both their marketing campaigns and future iterations of their online platforms.
“Will this make the property process more simple for this group of people?”
“Will this make things more efficient from a user experience perspective?”
“Is this simplifying the process?”
So, a great purpose not only defines your key propositions to market, but it anchors your business during those discussions with both internal and external stakeholders that potentially may dislodge it. The latter can occur quite innocently particularly on those occasions that a new piece of marketing collateral is entertained or a new iteration or function on a website, and before you know it, the departure has occurred and if not recovered early, will metamorphose again and the purpose ultimately becomes lost.
Don’t neglect to do this work, and if you have done it already, take stock of all your brand collateral and ensure that they’re synergistic with your firm’s purpose. If they’re not, reign them back in!