WHAT IS SWOT ANALYSIS AND HOW CAN LAW FIRMS LEVERAGE IT FOR GROWTH?
SWOT stands for Strengths, Weaknesses, Opportunities and Threats. SWOT Analysis is a comprehensive framework which evaluates the internal and external factors that influence a business, and impact its performance and prospects. SWOT Analysis provides a structured approach to assess where a business stands currently, and develop informed strategies to capitalise on strengths, address weaknesses, seize opportunities, and mitigate threats.
Law firms can leverage SWOT analysis in the following ways:
Strategic Planning: Understanding the firm’s strengths, weaknesses, opportunities and threats can help in developing a strategic plan for growth. The analysis can help your legal marketing consultant to chart informed strategies for specific goals, like practice area expansion, client acquisition, marketing and business development, human resources, etc.
Understanding Competition: The legal industry is getting saturated by the minute. Without a thorough market analysis, it is impossible to tell which firm’s directly and indirectly compete with your law firm. SWOT Analysis looks at external factors that can help determine who are your competitors.
Innovation and Performance Improvement: SWOT Analysis looks at a law firm’s internal weaknesses and external opportunities. This helps drive innovation and improve performance through informed decision-making.
Risk Mitigation: Understanding your law firm’s external threats can help in mitigating foreseeable risks and building immunity for the future.
WHAT ARE THE PARAMETERS TO CONSIDER FOR SWOT ANALYSIS?
A SWOT analysis primarily involves looking at an organisation through four distinct lenses: internal strengths and weaknesses, and external opportunities and threats. A law firm undertaking SWOT analysis must consider all these parameters for a comprehensive understanding.
Strengths: This includes the internal resources and capabilities that give your law firm a competitive edge. You look at the positive attributes of your firm, and take stock of the tangible and intangible assets contributing to success.
Weaknesses: It comprises of the internal limitations and problem areas within your law firm. All the negative factors that hinder your firm’s growth or success are considered to come up with areas that need improvement for you to stay competitive.
Opportunities: These are external factors and trends that your law firm can leverage to its advantage. It can include things like emerging markets or sectors for expansion; technological advancements; changes in client preferences or legal amendments that create new avenues.
Threats: This includes any external factor that has the potential to harm your firm’s performance or growth. Some common threats can be increased competition in the industry; unfavourable macro-economic changes or market trends; risky regulatory and legal issues, etc.
HOW CAN LAW FIRMS MAINTAIN A STRATEGIC APPROACH TO BENEFIT FROM THE IDENTIFIED OPPORTUNITIES?
Given how extensive a SWOT analysis can get, it is easy to get lost within the details and forego the bigger picture. It is imperative for law firms to maintain a clear strategic approach to benefit from the opportunities identified in the analysis. Our top 5 tips for plotting your success with a strategic mind are:
Setting Clear Objectives: Define an overall growth objective that you wish to achieve through the identified opportunities. It also helps to dig deeper and come up with micro-objectives for each opportunity you wish to explore.
Prioritise Opportunities: Basis the micro-objectives discussed above, prioritise the opportunities which are most viable for your firm, or best align with your law firm’s strengths.
Well-thought Action Plan: Develop action plans and chart out the way to leverage the identified opportunities. The best approach is to have an overarching ‘Master Plan’, consisting of simpler plans for each opportunity you choose to focus on. This can help you deploy your resources efficiently and steer clear of any clashing human resource plannings, timelines or tasks.
Branding and Marketing: Develop a branding and marketing strategy that is showcases your law firm’s strengths related to the targeted opportunities. Your brand identity and perception should change with every major organisational transition.
Constant Monitoring and Evaluation: It is crucial to regularly monitor the execution of your strategies and evaluate if they are delivering the intended results. It is equally important to keep an eye out for any changes to the targeted opportunities, so that you can align your strategy accordingly.
WHAT ARE SOME OF THE RED FLAGS TO AVOID DURING A SWOT ANALYSIS?
When conducting a SWOT analysis, it is crucial to take into consideration potential red flags which can have an adverse impact on the entire exercise. The purpose of a SWOT analysis is to help you frame an informed strategy for growth – an incomplete or incorrect analysis can lead to disastrous results! Some of the common red flags you should avoid are:
Confirmation Bias: Objectivity is key in a SWOT analysis. Every person has their set of preconceived notions, beliefs and assumptions. It is important to be aware of those and ensure that you’re not just focusing on information that confirms your bias. Recognising and mitigating bias can become difficult if you have a vested interest in the outcome. So, a lawyer carrying out a SWOT for his own practice may be prone to confirmation bias. Here, a professional legal marketing consultant can immensely help.
Ignoring Contradictory Opinions/ Data: Disregarding contradictory opinions of team members, or dismissing data that does not support the desired results, can lead to a skewed analysis.
Improperly Emphasising Individual SWOT Parameters: Each element of the SWOT analysis must be given equal weightage. Do not hyper-focus on your weaknesses, or be extra leery of the threats. At the same time, do not exude overconfidence in your strengths, or be super optimistic about opportunities. Finding a balanced approach is the best way to go.
A SUCCESS STORY WHERE A LAW FIRM’S BRAND POSITIONING EFFORTS SIGNIFICANTLY IMPROVED AFTER IMPLEMENTING THE INSIGHTS GAINED FROM A SWOT ANALYSIS
At WeYou Partners, our legal marketing consultants regularly carry out SWOT analysis for our clients to come up with an effective law firm branding and positioning strategy. Recently, we undertook the analysis for a boutique law firm which had very little industry presence when we were onboarded. The firm’s senior members had over a decade’s experience in the legal industry, but the firm’s work wasn’t accessible to the larger audience. Upon conducting a thorough SWOT analysis, we could pinpoint the exact areas where the firm needed our help – brand identity creation, including updated firm profiles, logo, and website; developing a cohesive and visually appealing design language for branding materials; consistent social media outreach and management; enhanced industry visibility; and profiling of senior firm members. As a result, we were able to create a precise strategy, tailored to their industry position. The law firm is now on a fast-track route to growth and success!
Want your law firm to grow exponentially? We highly recommend a SWOT analysis and comprehensive brand audit. Contact us now to get started!
Pramita Sen is the Founder & Principal Strategist at WeYou Partners and an expert in brand strategy and positioning in the legal sector. Gazal Sancheti is a Brand Associate at WeYou Partners.