Over the last few years, the legal industry has become more competitive. As the global economy has expanded and new industries have emerged, the financial and intellectual expectations of law firms have, in turn, increased. The needs of business and corporate clients are also evolving in order to accommodate new markets, new customers, aggressive competition, and increasingly complex regulatory structures. Their legal needs are very specific and, in most cases, supportive of their business plans and the achievement of their most important business and personal goals.
These dynamics drove our need to clearly define our value, establish a strong brand identity in the business and corporate arena and put forth the necessary efforts to leverage and grow that brand. We imagine our brand as a source of energy and inspiration for both our people and our clients. We want to communicate who we are and what our unique value is in a clear and consistent fashion to our clients, our prospective clients, our partners and people in the outside world.
A critical aspect of maintaining our strong brand has been ensuring one common understanding of the brand called Boylan Brown, and aligning all people inside the company with this common understanding. The result is the internal brand strategy initiative we call "Be Boylan Brown." Be Boylan Brown is an initiative that enables us to extend our brand internally throughout the firm. It is a way of conducting ourselves individually and as an entire company that supports the brand and competitive strategy through our own consistent brand centric behavior. Our brand and our people define us and they are and will remain consistently at the center of everything we do.