Reynolds Porter Chamberlain.
RPC – project description
Our client, RPC, is a medium sized law firm that offers a full range of services and holds a leading position in providing legal services to the insurance sector.
fe3 consulting was asked to help to better define their brand in the marketplace, building on an already strong reputation. The view was that, while RPC was positively seen by employees, clients and potential employees, there was little to significantly differentiate the firm from many of its rivals. In particular, RPC has an established image of being a very friendly firm, but its lack of definitive positioning was diluting the positive benefits of this.
fe3 consulting used some existing client research and talked to partners, long term employees and some recent graduate recruits to uncover initial views of what RPC stood for, to compile an overview of the firm. This was discussed in a senior management workshop that considered the firm’s values and vision and an initial core branding position.
This was then tested in an all-employee survey where the return was excellent (nearly 70%). The key findings from the report have shown some interesting relationships between the values of employees and the values of the firm. The overall satisfaction scores for RPC were at the high end of what we have found in similar organisations – certainly cause for celebration.
Our study also revealed that there was a widespread lack of real clarity of understanding of the strategy of the firm amongst employees. RPC’s new Chief Executive is now reviewing the overall business strategy of the firm in the light of changing market conditions and also the findings from the employee survey. After this, further branding and positioning work will be possible.