Torkin Manes LLP: Brand Strategy and Positioning

Torkin Manes is a highly respected, experienced, full-service law firm based in Toronto. Established in 1974, the firm has a proven track record of understanding its clients’ business needs and delivering practical legal solutions. With its client-centric approach, Torkin Manes is renowned for its results-oriented and proactive strategies.

Cubicle Fugitive has enjoyed working with Torkin Manes for over a decade. When the law firm decided to refresh its website and messaging, they approached us for assistance with their law firm branding. We undertook a comprehensive brand strategy and positioning project to enhance the firm’s identity and appeal to increasingly sophisticated clients, partners, and employees.

The project was designed to refine Torkin Manes’ value proposition and messaging to reflect its unique strengths and commitments. The objectives were clear: articulate a brand position that aligns with Torkin Manes’ culture and strategic vision, differentiate the firm in the marketplace by identifying and communicating its unique selling propositions, enhance client loyalty, and attract top talent by reinforcing a robust and consistent brand identity.

Torkin Manes’ new key messaging and value proposition now center around delivering expert legal counsel and exceptional service to guide clients through various stages of growth and success. The firm positions itself as a partner in achieving success, safeguarding reputations and wealth, and crafting legacies with a strong focus on client-centric, tailored advice.

The project identified points of differentiation based on stakeholder interviews and competitive analysis, focusing on strategic thinking, exceptional service, and systematic approaches to legal challenges. Internal brand understanding and alignment were emphasized to ensure every team member could articulate and live the brand promise. The need to consistently deliver on the brand promise through client interactions, focusing on building personal connections and understanding client needs intensely, was also highlighted.

With a refreshed brand strategy and clear value proposition, the firm created a new website, marketing materials, and internal training sessions. Cubicle Fugitive worked closely with the Torkin Manes marketing team to finalize and apply the new visual brand across all marketing materials and digital platforms based on client feedback and market dynamics.