Differentiating
our business
Your guide to our brand positioning
In an evolving legal market, we must stay ahead of the competition.
Clients face increasing volumes of complex work, greater regulatory scrutiny and rising cost pressures. To meet these challenges, they’re looking for the very best legal support – for example on net zero commitments, infrastructure investment, mergers and acquisitions, solving disputes, restructuring and dealing with geopolitical upheaval.
Burges Salmon has the right credentials to provide that legal support and be the partner of choice. Positioning and promoting ourselves correctly will set us apart from – and ahead of – other law firms.
In this document, you’ll find how we express our brand positioning, why it gives us an advantage and, critically, how you can help bring it to life.
We have also created a separate, short guide on our tone of voice for written and spoken communication. This includes our ‘elevator pitch’ and other content, useful for when preparing to meet people from outside the firm. Go to Talking About Us on your laptop home screen, or on your work mobile phone.
Reflecting what clients want
Our differentiated positioning has grown out of research with clients and teams across the firm. It responds directly to what we need to be and reflects exactly who we are. Clients differentiate us on our people, our caring culture and our focus on client relationships, as well as our community spirit and commitments to being a responsible business.
Authentic and ambitious
The positioning is far more than words on a page. It describes the way we approach our work, our depth of expertise and our collective attitude and ambition for our clients, for each other and for the wider world. It will be apparent in the way we act, as well as the way we communicate.
Hand-in-hand with our values
There is a close relationship between our brand positioning and our values. These values (ambition, collaboration, commitment, fairness, quality and respect) set the tone and ethos for how we run the business, and play an important role in attracting people to work here and stay here. Our brand positioning is key to what attracts clients to choose us, and to continue working with us.
Supporting our purpose and vision
Clearly reflecting our purpose as an ambitious, sustainable and inclusive firm that ensures you, our clients and wider communities flourish, our brand positioning also supports our vision to be the market leading independent UK law firm, providing the best proposition for you and our clients.
