August 18, 2005
The Donald Has Weighed In
You can find Donald Trump's new BLOG at http://donaldtrump.trumpuniversity.com. It is a little hard to take seriously but, honestly, I found myself agreeing with some of his early posts once I got past the self-promotion and the obvious commercial purpose.
If you have to lie, cheat, and steal, you're just not doing it right.
Style and success are completely interwoven.
A brand name carries a promise!
I couldn’t agree more. I have never understood the widespread perception that business executives (that includes owner partners of law firms) are dishonest. The people I work with have always been honest and ethical in their businesses and, from all appearances, their personal lives. If you are dishonest, you can accumulate wealth but not success.
Style and success are interwoven. My favorite expression is, "It only costs a little more to go second class". I wanted our company image to have a recognizable style. Style does not mean extravagant. It does mean paying attention to the details. It means quality. It means tasteful and balanced. It means real vs. imitation. It means appealing. It conveys confidence. Above all, style is recognizable.
The only way to create a brand is to make it stand for something. A brand name does carry a promise. Violate that promise and you can destroy the brand. Trump means elite. Gerber and babies are an inseparable pair. Xerox® means copies. FedEx® means overnight. Changes in their business scope are diluting the Xerox and FedEx brands. Those brands are no longer true to their promise and must find something new (something solid) for their brands to stand for. FedEx is working on a new promise — "when it absolutely has to be there overnight". Of course, the problem with that promise is most of what they ship doesn’t "absolutely have to be there overnight".
How does all this apply to the law firm? You are a business:
Do you have clear standards where nothing less than complete honesty and truthfulness are acceptable? While you are at it, throw in common courtesy.
Does your firm have style? Take the time to really look at the approach to your facilities, the exterior of the building, the entrance into your office, the reception area, the conference and meeting rooms, the furniture — desks, chairs, etc., the carpet, the ceilings, the paint or wallpaper, and the art work and accessories. Stop and look at your team’s appearance. Would a visitor recognize style or the lack of it?
What about your brand, i.e., your firm name? What is your brand’s promise? Are you delivering on that promise?
P.S. Regarding my comment that "it only costs a little more to go second class," I did not misspeak (or in this case, miswrite). It has been my experience that when you try to do something on the cheap (second class), it winds up costing you more in the long run than doing it right (first class) to start with.
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