Singerman, Mills, Desberg & Kauntz (SMDK), a Cleveland based law firm, was looking to clarify its vision, marketing strategies, goals, values, needs and perceptions of and for the firm in an effort to communicate a single and consistent core message to its clients, business contacts and perspective employees.
Understanding that it takes a village to build a brand, Skoda Minotti met with each member of the firm, from managing partner to receptionist to secure their insights. This approach not only furnished a complete internal picture from all perspective levels of the firm, but also built trust and morale among the entire SMDK staff and provided each employee brand ownership, which eased the buy-in process.
In addition to the internal analysis, our efforts included interviews with external individuals who had direct experience with and significant insight about the firm. Specifically, we spoke to clients, business contacts, former clients, legal/industry leaders and vendors/suppliers to SMDK in the Cleveland market to gain their perspective of the firm’s reputation and brand promise.
Our research and analysis found experience and expertise to be reoccurring themes throughout the interviews process. It was seen as a strength, a differentiator, a core value, a goal to be maintained, an opportunity to build on and a competitive advantage. In every interview we did, internally and externally, everyone talked in some manner or form about the firm’s experience and expertise.
The true measure of any business you work for or with is the experience you have along the way. If you want to experience approachable, responsive, affordable, intelligent lawyers that are always working with your best interest in mind – experience Singerman Mills.
Experience Singerman Mills