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The Mad Clientist

9 Keys to Hirability, Higher Rates and Fame

By April 30, 2014April 16th, 2020No Comments

Clients may know who you are, but this is just the tip of the iceberg. The real challenge is ensuring your firm’s brand moves past awareness to differentiation. Different from all others—in a good way—where your brand drives new business.

Differentiation determines your hirability and how much clients will pay.

Differentiation means clients have opinions about your firm—and opinions can drive (or destroy) business. More than mere awareness, differentiation captures how your firm performs on the actions and behaviors clients use to drive their decisions.

Out of the dozens of potential options, BTI research reveals 9 core differentiators driving client decisions. These are:

The 9 Key Differentiators for Law Firm Brands - BTI Brand Elite 2014


The BTI Brand Elite 26—The Most Differentiated Law Firms

On the basis of these 9 key differentiators corporate counsel report 26 law firms leave the biggest imprint—earning a place in the 2014 BTI Brand Elite. These firms include:

  1. Skadden, Arps, Slate, Meagher & Flom
  2. Kirkland & Ellis
  3. Latham & Watkins
  4. Jones Day
  5. Baker & McKenzie
  6. Mayer Brown
  7. Sidley Austin
  8. Seyfarth Shaw
  9. Gibson, Dunn & Crutcher
  10. Morgan Lewis
  11. Faegre Baker Daniels
  12. Click to here to see all 26 firms in The BTI Brand Elite 

We’ll be discussing each of the 9 differentiators in more detail in upcoming blog posts, and you can learn more about which law firms clients see as the most differentiated in BTI’s newest report—BTI Brand Elite 2014: Client Perceptions of the Best-Branded Law Firms


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