News
News Article
DRIVE Series
Mon
14
Oct 2024
Our Brand Partnerships Manager, Jordan Brownlie had the pleasure of chatting with Michelle Hughes, Head of Digital Marketing at Higgs LLP, about her recent success in managing a rebranding and website development project.
With a lineage forged in the Black Country since 1875, Higgs LLP is a law firm guided by CLEAR values, Care, Legacy, Excellence, Authenticity and Relationships.
This conversation delves into Michelle's pivotal role in illustrating and communicating its long-standing history and commitment to people-driven, legal excellence in a developing market after executing a recent rebranding and website development strategy.
From implementation to gaining leadership buy-in and utilising agency support, join us as Michelle uncovers the secrets of a successful digital project.
Michelle: Having worked for one of the first internet job boards in the late 1990s, I volunteered to take on the task of getting the company's website in front of relevant audiences, which was the starting point of what would now be called a career in digital marketing.
Then it was very much about trying to register for various directories and executing banner adverts to get people to find the website. My career in 'digital marketing' went on from there, when Google started to take over, my role evolved with it.
My career really took off when I started working for OCR Exam Board, with big budgets on hand, I was allowed to experiment with different tactics and began using data to inform campaign decisions.
I joined Higgs LLP 18 months ago after 9 years’ experience working for another law firm in predominately an SEO role, I’m still fighting a good fight in search engine ranking whilst supporting other marketing channels, from email to paid media and organic social.
Michelle: The best way for me is to keep people motivated and gain trust in the activity you're planning. Make it clear that digital marketing isn't a quick process, particularly on the SEO side.
There's a common misconception for people who don't work in marketing that success is immediate, i.e. I call Google and tell them to rank our website. So the way I've done it at Higgs, and this applies to the professional sector as a whole, is to show evidence of every success you have, starting from those incremental increases in traffic or engagement.
At Higgs, there is a culture of teamwork leading to collective success. We celebrate individual achievements for the benefit of the firm. There is less ego compared to my previous workplaces, making it easier to implement new initiatives.
Michelle: I believe Aldi stands out for their exceptional work on social media, they have succeeded in injecting personality into their social accounts, unlike many other brands that focus on push marketing.
Aldi's approach feels genuine and aligns with their overall brand identity, making it entertaining and engaging for the audience. This authenticity is challenging to achieve in the saturated social media space, where the key is to be social and not just push products.
Many brands fail to create a genuine connection with their audience, unlike Aldi, who have managed to be both funny and cheeky while staying true to their brand identity.
Overall, Aldi's approach to social media is captivating and successful in capturing the audience's attention, setting them apart as a disruptive force in the social media landscape. Their ability to balance entertainment with brand alignment makes them a standout example for others to follow.
Michelle: The combination of the rebrand and the website was stressful but the project I have been most proud of.
When I joined Higgs, I realised they had a logo and colour palette but lacked a defined brand identity. I engaged with the partners to develop a brand that truly represented who we are. The process involved input from various stakeholders, resulting in a brand that resonates with our teams, clients, and community.
The website was another challenge, with concerns about its ranking potential. I convinced the team to start from scratch to ensure a solid digital foundation. The website now effectively showcases our brand, emphasising our people-first approach. It is user-friendly, content-rich, and aligned with our values.
While there are always tweaks to consider, I believe we have created a strong foundation that accurately reflects the essence of Higgs.
Michelle: I believe that this rebrand was successful because we gathered input from everyone involved, unlike a previous experience where the rebrand fell flat despite going through the proper process.
At Higgs, we involved a variety of our team, from the managing partner to lawyers, marketers and HR, in the decision-making process to ensure that the rebrand truly reflected our identity as a company.
Rebranding is a journey that requires continuous collaboration and feedback to ensure alignment with the organisation's values and identity. By involving a diverse group of people in the process, we were able to create a brand story that resonated with everyone at Higgs, reinforcing our commitment to authenticity and consistency.
In conclusion, involving everyone in the rebranding process ensures that the final product is a true representation of your company's values and is my top tip for in-house marketers looking to start a rebrand project.
Michelle: It is crucial to recognise both strengths and weaknesses, not only as marketers but also as individuals. While I had some knowledge about branding, I understood the need for a brand expert to truly develop a strong brand.
Therefore, engaging a specialised brand agency was key for us. These experts knew how to extract the necessary information through the right questions and analysis. They helped us uncover the vital details that contribute to a brand's identity, creating a cohesive narrative.
Without their expertise, we would have struggled to build a brand that truly reflects who we are.
Michelle: Our success stemmed from strong working relationships based on shared values with the team we collaborated with. They were approachable, friendly, down-to-earth, and aligned with the values we look for in our internal hires.
We value approachability, friendliness, and honesty, which the agency team exemplified, leading us to select them for their compatibility.
Aligning values ensured a positive working relationship, allowing us to have fun and enjoy the process with the agency we chose, ultimately resulting in a successful partnership.
Michelle: A significant factor in determining which agency to work with is the personal connection and warmth felt during interactions.
Recently, during a call with a potential data agency, one individual showed genuine interest and engagement in the conversation, while the other appeared disinterested. This lack of enthusiasm was a red flag, as it indicated a misalignment of values.
It is essential for a potential partner to exhibit a genuine interest in understanding our goals, rather than solely focusing on budget and previous experience with similar brands.
I prefer to work with agencies or freelancers who have a broader understanding of various industries, rather than those solely dedicated to one specific niche, such as law firms. This approach ensures a more personalised and creative strategy tailored to stand out in the market.
Michelle: One thing I find frustrating as a marketer in the legal sector, and this is probably across all sectors, is the challenge of competing with larger budgets.
Fortunately, Higgs provides a generous marketing budget, more so than I've had before. However, when dealing with paid media, like medical negligence, costs can be high.
For example, the cost per click for medical negligence was £36, making it difficult for smaller firms to compete with larger ones like Slater & Gordon or Irwin Mitchell. Their budgets are significantly bigger, with some spending more in a day than smaller firms would spend in a year.
If you're preparing your marketing strategy for the new year, make sure you're getting the most out of your resource. GO! offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more - get in touch to get started.
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