From time to time I have heard a certain question regarding the logo of FLS:
Why say “Established 2018” right there? Don’t law firms want to be thought of as old, established, traditional? Wouldn’t it be a better idea to hide the fact that you are a young law firm, or at least not broadcast it?
To that I have two main responses: (1) Older does not equal better; and (2) You have to embrace who you are and what makes you different.
Certainly there are selling points to an older or traditional law firm: they have a track record to point to; they have at least an assumed familiarity with the cases brought to them by clients; they may have more contacts or reputation to assist their clients.
However, here are some other things often associated with older law firms: higher billing rates, redundant processes; out of date methodologies; inflexibility and inability to adapt or keep up.
Instead of running from the relatively green nature of this law firm, I choose to embrace it. At FLS I have the ability to take on new and different challenges, to bring fresh perspectives and some very useful technology, and to put all the enthusiasm and vigor of a young firm into every challenge my clients face.
Do a quick word association:
Old, traditional, venerable, wise, experienced
New, young, vibrant, vigorous, fresh, cutting-edge
Now think about who you want representing your community in the 21st century. And the great part is, I can still offer FLS clients all the positives of an older law firm – experience, ability, and results.
So rather than trying to convince anyone I am something that I am not, my firm tells you right away that it was “Established 2018.” And many clients are very happy that it was.
And hey, in ten years the “Est. 2018” will make FLS both venerable and cutting-edge. Your classic win-win!