Tuesday 19 March 2019, Guildford

The presentation was split into two different sections:

  1. WHY REBRAND? MENZIES REBRAND STORY …
  2. i) LESSONS LEARNT POST REBRAND – NOW WE HAVE TO LIVE IT! ii) BITE SIZED CHUNKS – STAGE 1, 2 & 3 iii) 2.5 YEARS LATER iv) LESSONS LEARNT v) QUESTIONS PLEASE

Nicola Webb presented the first part of the story.  She explained the position that Menzies found itself in when she was first appointed to lead the rebranding operation.  She described the initial process and thinking which was described in their PowerPoint slide which ran through these stages.

WHY REBRAND?

Catalyst for change

Reposition the business

Up ArrowClient quality

Feedback

Up ArrowProfitability

Improve fees

Up ArrowMarket share

The initial catalysts for change were the lack of organic growth and the drive to win larger business (from bigger clients). The market research undertaken by Nicola’s team showed that whilst Menzies were regarded as a safe pair of hands they were not considered as dynamic in terms of business advice and were lacking market differentiation from other Firms providing similar services.

Nicola then reviewed the process her team used to instigate the rebranding process and the challenges they faced from some within the Firm and the actual practical and sometimes physical hurdles.

THE REBRAND PROCESS                                                            

Evaluate
Refine
Evidence Map out sector & competitor positions
3 x Brand propositions                                     

DEVELOP

Nicola then profiled what makes a good brand, the brand positioning and the brand identity process. One of the slides which was of particular interest (I thought) was on the choice of colours used by some of Menzies competitors. We then had a tour of the advertising, stationery, website and social media posts used to accompany the rebrand.

Finally, Nicola addressed the lessons learnt from the whole experience.

LESSONS LEARNT - IMPLEMENTATION

  • Collate inventory early
  • Keep to the plan
  • Consensus is good – up to a point!
  • Estimate a budget & and double it!
  • New photos of everyone is hard
  • Changing behaviour takes time
  • External resources ?
  • External forces

Nicky Purnell from Menzies then ran the second part of the presentation. She discussed the process after the branding change including the ‘awareness and profile’, the shift in ‘language and behaviour’ and the ‘training, measuring and story-telling’ process.

Nicky then reviewed where Menzies were 2.5 years later, the considerable positives from the exercise, some of the unexpected hurdles they encountered, and the lessons learnt from the process:

LESSONS LEARNT

  • Manage people expectations
  • Resources – get the team right
  • Time & energy - ownership & responsibility
  • Be positive
  • Tricks of the trade - personal accountability - getting the most out of your Partners
  • Communicate & challenge
  • Budget - You will over-spend!
  • Strategy vacuum!

It was a very informative and interesting session.

Chris Hunter – rhw Solicitors LLP