Cultivating distinction in a market: a comprehensive B2B client deep dive and brand study for a law firm

The background:

TGS Baltic is a highly regarded law firm that specializes in commercial law and serves clients across the Baltic region. With offices in all the Baltic countries, they are dedicated to delivering excellence and ensuring the success of their clients.

To establish a unified and distinctive corporate identity based on essential elements for client acquisition and satisfaction, TGS Baltic decided to investigate how clients navigate the legal services category, their expectations from lawyers, and the factors that significantly influence the consideration and long-term relationship with the company.

Aim of the project:

In the realm of B2B services, building and maintaining client relationships often depends on their connection with a specific expert within the organization. However, varying working styles can pose a challenge in establishing a unified brand image and consistently meeting client expectations.

To address this challenge, we developed a research strategy incorporating qualitative and quantitative research. This involved conducting in-depth discussions with key B2B clients of TGS Baltic and surveys with clients of both TGS Baltic and competing law firms. Our primary focus remained on individuals in key decision-making roles for their organization’s legal affairs, including top-level company managers.

The research strategy we came up with had another significant advantage for TGS Baltic, of which we are very proud. Law firms typically depend on partner loyalty. If partners leave, their client portfolio might follow them, and no one wants to take that risk. Therefore, TGS Baltic was seeking ways to strengthen the brand’s appeal, increase client engagement, and reduce the risk of losing them. And this research helps achieve exactly that!

Services provided:

  • TGS Baltic brand strength, reputation, image, and destination categories compared to competitors.
  • Factors influencing law firm selection.
  • Factors affecting satisfaction and recommendations.
  • TGS Baltic’s value differentiator.

Project result:

The project’s outcomes helped identify distinctions in factors that influence the choice and satisfaction with a law firm in the B2B sector, as well as highlighting the main unmet needs.

Drawing from the findings of the study, we formulated a set of strategic directives and core principles for TGS Baltic, which would further elevate the company’s standing within the realm of B2B clientele and guide it toward sustained growth.