Growth Oriented Companies: First Counsel

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Growth oriented companies
Exporting a niche recruitment brand

Business
First Counsel was set up in 2003 by three directors who believed in their new, niche legal recruitment business so much that they wanted a brand to reflect its uniqueness from day one. Since then the business has grown, initially in the UK to over 20 people and subsequently to include an office in Australia and Dubai.

Brand Architects’ Strategy
The directors all held a common set of values and wanted to build a niche legal recruitment business that would reflect this approach to recruitment. Brand Architects advised both on a name and new brand built around their vision. The name, “First Counsel”, was adopted as it clearly positioned them in the legal sector and had a premium feel. To promote their synergy with the legal sector, pink (the colour of ribbon traditionally used to bind legal documents) was used.

The unique set of values were communicated through the approachable but professional visual language and tone of voice that differentiated them in their crowded marketplace. Brand Architects research confirmed that they looked deeper into both the brief and the individual to ensure exact fit for both client and individual. This was developed into the positioning line “deeper insight” and the icon that represented this.

Once established in the marketplace the brand was refined to meet new cultural requirements of Australia and Dubai.

Value Added/Solution
Communicating their values developed a unique and recognisable culture that has become a powerful competitive advantage enabling the brand to be transalted into the Middle East and Australian markets.

First Counsel
“We did have aggressive growth ambitions from the outset and believed to achieve these we needed a very robust platform on which we could build the business. A strong brand indentity was important to differentiate us from the competition.”

“Anecdotally, we are told that our brand is one of the strongest in the market. The First Counsel brand seems to have created the impression that we are bigger than we actual are which is useful when you have ambitious growth plans like us”
Tim Skipper, Managing Director
First Counsel

Our Expertise

Re/Insurance

Charity Branding

Intercultural Branding

Law Firms

Growth Oriented Companies