Brand Identity Strategy Against Established Competition
A new brand identity strategy positions RCP Law, a private client law firm, to attract high-net-worth clients and build lasting trust in a competitive market.
A Young Business Among Established Players
RCP Law LLC is a private client law firm operating in Singapore’s competitive legal market. Established firms rely on decades of experience and big-name institutional backgrounds to attract high-net-worth clients. RCP Law faces a different challenge: how does a new firm compete when HNW clients usually choose law firms based on long track records?
Wealthy clients need absolute confidence that their lawyer can protect significant assets and handle complex legal work. They want proven expertise and established firms assume their reputation communicates this value automatically.
This creates RCP Law’s strategic opportunity.
Brand Identity Strategy Rooted in Client Insights
We look laterally to the luxury market for insights, studying the language and positioning of brands like HSBC and Patek Philippe to understand how they communicate quality and value to high-net-worth clients.
This research reveals that wealthy clients value intangibles: personalised attention that extends beyond the individual. Like what Patek Philippe’s positioning around generational legacy suggests, high-net-worth individuals think in terms of continuity and succession.
This means understanding that for an RCP Law client, a relocation to Singapore involves navigating their entire legacy—family, business and investments. It is far more than simply packing bags and shipping off to the next country.
Strategic Solution that Communicates What HNWIs Value
This insight led us to position RCP Law as “Stewards of your Legacy in Singapore”.
This brand identity that speaks directly to the HNWI considering a move to our city state. It clearly articulates RCP Law’s intimate understanding of what HNWI clients need from their private client lawyers: to be comprehensive guardians of their private and business interests in a new and unfamiliar country.
A Foundation for Market Competition
The primary result of our work is a distinctive brand identity that positions RCP Law to compete effectively against established players. The “stewardship” positioning provides the firm with a clear way to communicate its value to high-net-worth prospects without relying on lengthy track records.
This brand identity strategy gives RCP Law the foundation to communicate its expertise clearly, enabling it to compete based on its explicit value proposition rather than years of market presence.