The Brand Clarity Snapshot
This KOM Content offering helps firm leaders articulate their vision, define their ideal clients, and generate momentum to express their brand identity.
Why your firm needs brand clarity
Most law firms build their book of business by accepting opportunities that come from referral sources across their networks. Saying yes to everything can help establish a necessary foundation, but over time it can also lead to a fuzzy external message about who your firm is and what sets you apart.
Brand clarity helps you chart your unique course instead of drifting with the current. And the confidence that comes from understanding your strengths and differentiators — and assembling the evidence to back them up — becomes a magnetic force, drawing your ideal clients your way.
Who this is for
The Brand Clarity Snapshot is most helpful for entrepreneurial firms that are ready to take charge of their story and the content that supports it. This might include firms that are:
In a growth spurt with an outdated or fuzzy brand identity.
About to launch a new practice group or focus area.
Just ready to shed the passive approach and show up with more clarity and confidence.
What this service includes
A 45-minute, 1:1 listening session via Zoom guided by a structured framework that transforms reflection into concrete insights.
A fully customized report that 1) diagnoses the gap between your current and desired brand expressions, 2) solidifies your ideal client profile, and 3) suggests aligned, achievable next steps for telling your firm’s story to the market.
A 30-minute follow-up call to discuss questions and your implementation plan.
Why a “snapshot”?
Many consultants sell “comprehensive” brand audits that take months to complete, involve complex client interviews, and cost a ton. These can be valuable, but in practice they can lead to information overload and analysis paralysis. For firms that are ready to take action, a “snapshot” approach helps you zero in on the key elements of your story and get started on a brand expression that can continue to mature as you grow.
Book the Brand Clarity Snapshot
Why clients choose me
Hi! My name is Kelly McNees. With more than 10 years of experience serving law firms, and decades as an editorial strategist and writer, I know how to help lawyers communicate their expertise and meaningfully connect with clients and prospects. Over the years, I have seen many firms with entrepreneurial ambitions stall out because they couldn’t articulate their unique capabilities or didn’t know how to talk about them with clients, or both. My approach uses structured reflection to translate brand aspirations into concrete next steps, guiding firm leaders toward a plan for creating aligned content that resonates, builds trust, and motivates prospective clients to engage.
I founded KOM Content in 2024 after seven years as director of content for Page 2 Communications, a Chicago-based legal PR agency serving AmLaw 100, midsize, and boutique firms across the country. Prior to my legal industry work, I spent many years in book publishing as an independent editor and in roles at HarperCollins Publishers and the University of Michigan Press. Read more on my professional background here.
Frequently Asked Questions About the Brand Clarity Snapshot
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Good question! In my experience, lawyers and law firm marketers are not always working from a shared definition of this term, and it causes a lot of confusion. To some people, a firm’s brand is just its logomark. Others understand that the mark is only the visual representation of something that goes much deeper. In today’s marketing landscape, your firm’s brand identity is the outward expression of your business strategy, and it requires clarity, creativity, and discipline to align your marketing content with this identity.
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Up-to-date information on your firm’s key practice areas and notable experience is important raw material for the work of clarifying who you are for potential clients. The next step is articulating what differentiates you from other firms that practice in the same area. Can you own a particular niche in your market? Does your team offer a unique suite of capabilities? Do you have deep subject-matter expertise that sets you apart? Do you take a different approach to client experience, cross-practice collaboration, professional development, or firm culture? What is the story you want to tell about your firm? How do you want your clients to feel when they work with you? That’s your brand.
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Large language models (LLMs) can predict the sequence of words and very quickly generate large volumes of text that sound coherent and sometimes even are. While they can certainly be helpful tools for some marketing tasks, the work of deep reflection on your firm’s strengths, the nuances of understanding which clients you want to serve and why, and translating those insights into a plan for expression that your team can actually execute is deeply human work. LLMs can tell you how to say what other firms are saying. Brand clarity is about zeroing in on the story only you can tell.
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It is absolutely possible for an organization’s or individual’s brand to evolve over time, but it doesn’t happen on its own. If you are known for a practice or niche area you would like to deemphasize, brand clarity and aligned content can help you raise the volume on the work you are eager to promote. This starts with getting clear on where you are now and where you want to go.
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Reflecting on these questions can be uncomfortable because they reveal all the doubts you’ve been avoiding. They may surface “I don’t knows” — and lawyers hate “I don’t knows”! The good news is, you don’t have to know all the answers. The snapshot approach helps you start small, getting clear on a few key elements of your story. That’s enough to begin a plan to pivot or deepen your focus.
The investment:
The total cost for the Brand Clarity Snapshot is $950.