US Law Firm Brand Index: Differentiation is key in competitive legal market, survey shows


The new “US Law Agency Brand Index 2022” exhibits that US regulation firms actually need to hone their authorized expertise in get to stand out in this aggressive current market

Thomson Reuters’ US Law Agency Model Index displays that the legal current market in the United States stays a single of the most competitive in the earth, and that restricted competition is largely driven by the advancement possible that the US supplies to regulation corporations.

Of system, the caveat is that for a law business to differentiate itself in the minds of clientele or to even simply just stand out in this market calls for companies and their top attorney to hone an at any time-evolving established of skills.

For case in point, responsiveness to consumers no extended will make a regulation firm stand out as distinctive, nor can firms tout their responsiveness as nearly anything further than simple desk stakes. Nonetheless, newer capabilities — like staying proactive communicators — continue to will make it possible for a agency and its critical legal professionals to attractiveness to what their consumers are saying they want to see in their exterior legal counsel.

From a manufacturer perspective, you can see this write-up-pandemic change plainly taking place as regular legislation agency differentiators like historic reputations or associations with personal legal professionals gave way to other elements such as clients’ have to have to have rapid, reputable tips from their external counsel. The fast response part of authorized function was significantly significant to purchasers, particularly as in-residence law firm workloads carry on to develop.

Even further, our survey info shows that clientele in almost each and every place or region are arranging to raise the stage of their legal shell out in 2022 — and that was legitimate in the US legal industry as very well. In fact, it seems that the lingering impact of the pandemic has stored clients’ lawful budgets robust and corporate law departments’ reliance on outside the house counsel at a substantial amount, significantly to the reward of classic legislation firms and other companies of lawful services.

Reacting to clients’ modifying wants

The affect of the world-wide pandemic demonstrated to regulation companies in just the US legal business — as effectively as to firms within authorized marketplaces around the planet — that the value of getting a highly regarded and obviously described model when it comes to attracting shoppers, getting their have confidence in, and cementing sturdy associations was paramount. Now, as legislation firms seek to assist their customers navigate nevertheless uncertain waters in the pandemic’s wake, they’re seeing how important it is to their accomplishment that they manage these large-top quality relationships.

Thomson Reuters’ Regional Elite Law Company Brand name Index 2022 confirmed how those legislation firms that were being equipped to establish large business favorability and model consciousness in the minds of consumers, and thereby improve these customer interactions noticed the most growth in this year’s Index. The Regional Index handles the legal marketplaces in five individual nations or regions — the United States, the United Kingdom, Mainland Europe, Canada, and the Asia-Pacific location. Each and every Index is based mostly on details compiled in 2021 from Thomson Reuters Sharplegal study.

You can observe Jennifer Dezso, Director of Customer Relations at Thomson Reuters, breakdown not just the US authorized current market, but also the markets in the British isles, Mainland Europe, Canada, and the Asia-Pacific location.

This year’s US Law Organization Brand name Index clearly mirrored this new truth — and for the 1st time, Latham & Watkins methods into the variety a person location in the US Brand name Index. Not only does the company deliver the most top-of-intellect recognition score with US-dependent purchasers, but the firm is also the a person to which customers change to most for substantial-benefit perform issues.

Second area went to Kirkland & Ellis, which continues to solidify its manufacturer as a major-degree company. For the very last two years jogging, the firm was cited as the a single most routinely regarded as for major-level litigation and M&A perform. Also, this year’s Index showed that two new corporations attained the Prime 20 for the 1st time: Alston & Chook and Winston & Strawn. Both of those firms have scaled the ranks by leveraging their solid regional reputations into a countrywide existence that has resonated with shoppers.


As we commence to go absent from the worst of the pandemic crisis, clientele obviously began shifting their emphasis as to what they needed from each their in-house authorized groups and their external law companies. As a result, lawful demand became a lot more focused on forward-struggling with aspects like how well legislation companies understood their clients’ company and marketplace sector. Now, as we transfer forward, customers in the United States and elsewhere proceed to desire this professional knowledge and holistic company from their authorized associates.

Download Thomson Reuters’ US Law Agency Brand name Index 2022 listed here:


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