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

The new “US Legislation Business Model Index 2022” reveals that US law firms seriously will need to hone their lawful capabilities in purchase to stand out in this competitive sector

Thomson Reuters’ US Regulation Company Brand Index shows that the legal market in the United States stays a single of the most aggressive in the environment, and that restricted competitiveness is mainly pushed by the development likely that the US supplies to regulation firms.

Of study course, the caveat is that for a legislation firm to differentiate itself in the minds of purchasers or to even basically stand out in this marketplace requires corporations and their best law firm to hone an at any time-evolving established of abilities.

For illustration, responsiveness to clients no extended makes a legislation company stand out as one of a kind, nor can companies tout their responsiveness as anything at all over and above easy table stakes. Nonetheless, more recent expertise — like staying proactive communicators — nevertheless will permit a agency and its key attorneys to attraction to what their shoppers are expressing they want to see in their exterior lawful counsel.

From a manufacturer perspective, you can see this post-pandemic change plainly taking place as classic regulation organization differentiators like historic reputations or associations with specific lawyers gave way to other variables these kinds of as clients’ want to have speedy, reputable advice from their exterior counsel. The rapid response element of lawful operate was increasingly essential to consumers, primarily as in-household lawyer workloads keep on to grow.

Even further, our study knowledge exhibits that consumers in almost each individual region or area are preparing to improve the stage of their legal invest in 2022 — and that was real in the US authorized market as very well. In point, it seems that the lingering affect of the pandemic has saved clients’ legal budgets sturdy and company regulation departments’ reliance on exterior counsel at a large degree, much to the advantage of standard legislation firms and other vendors of authorized solutions.

Reacting to clients’ modifying demands

The effects of the world pandemic shown to legislation companies within the US legal sector — as nicely as to firms within just legal markets about the planet — that the significance of acquiring a highly regarded and obviously described model when it will come to attracting customers, attaining their have confidence in, and cementing robust relationships was paramount. Now, as legislation companies request to support their purchasers navigate however uncertain waters in the pandemic’s wake, they’re looking at how significant it is to their success that they keep these superior-high quality associations.

Thomson Reuters’ Regional Elite Legislation Business Manufacturer Index 2022 confirmed how those legislation corporations that have been in a position to build large agency favorability and brand consciousness in the minds of clientele, and thus bolster these shopper associations saw the most progress in this year’s Index. The Regional Index addresses the legal markets in 5 separate nations around the world or areas — the United States, the United Kingdom, Mainland Europe, Canada, and the Asia-Pacific area. Each individual Index is primarily based on information compiled in 2021 from Thomson Reuters Sharplegal analyze.

You can view Jennifer Dezso, Director of Client Relations at Thomson Reuters, breakdown not just the US legal market, but also the marketplaces in the British isles, Mainland Europe, Canada, and the Asia-Pacific location.

This year’s US Legislation Agency Brand name Index obviously reflected this new actuality — and for the initial time, Latham & Watkins measures into the selection one location in the US Brand name Index. Not only does the business produce the most top-of-brain consciousness rating with US-based purchasers, but the business is also the 1 to which shoppers turn to most for superior-benefit work matters.

2nd place went to Kirkland & Ellis, which proceeds to solidify its manufacturer as a top rated-stage firm. For the last two a long time jogging, the agency was cited as the just one most regularly deemed for prime-amount litigation and M&A get the job done. Also, this year’s Index confirmed that two new corporations arrived at the Prime 20 for the very first time: Alston & Hen and Winston & Strawn. Equally companies have scaled the ranks by leveraging their robust regional reputations into a nationwide existence that has resonated with shoppers.


As we start to transfer absent from the worst of the pandemic disaster, clients obviously started shifting their concentrate as to what they wanted from both equally their in-property authorized teams and their external legislation firms. As a outcome, lawful need became more concentrated on forward-experiencing aspects like how nicely law corporations comprehended their clients’ organization and market sector. Now, as we go ahead, consumers in the United States and in other places carry on to motivation this professional knowledge and holistic services from their authorized partners.

Download Thomson Reuters’ US Law Business Manufacturer Index 2022 listed here: