3 Steps to Brand Excellence from MGM Resorts: Takeaways for Law Firms

TO: Attorneys & Managing Partners
FROM:_Benji Albrecht, Founder and CEO of BPAgency
DATE: June 14, 2024
RE: 3 Steps to Brand Excellence from MGM Resorts: Takeaways for Law Firms

MGM Resorts International is a leader in entertainment and hospitality, with luxurious resorts worldwide. Despite being one of the most renowned brands in the world, many are unaware of how MGM continues to dominate the competition - even through industry-wide slumps such as COVID-19.

So, I took it upon myself to interview Cole Nikodemus, Executive Director of Brand Strategy for MGM Resorts, to understand exactly how MGM achieved this remarkable recovery—and see if I could find high-impact takeaways applicable to law firms. This week’s Memo is based on our conversation and additional research and thought to apply my learnings to law firms.

Here are a few interesting data points to give you context, in case you're unfamiliar with MGM Resorts:

• Operates 30 unique hotel and destination gaming offerings globally.

• Recognized as one of the most powerful brands in the hospitality industry.

• Hosts over 50 million guests annually.

Needless to say, they’re one of the best in the world at delivering exceptional entertainment and hospitality experiences.

So... what about MGM’s brand strategy can we learn and apply to a legal practice?

MGM Resorts’ 3 Steps to Brand Excellence

MGM’s brand strategy success can be distilled into 3 core pillars.

1. Establish a Core Brand Message

2. Adapt your Brand Message to Fit your Audience

3. Reach your Audience in Unique and Memorable Ways

Sounds simple, but not easy.

Let’s dig a bit deeper.

Step 1: Establish a Core Brand Message

For MGM Resorts, everything begins with their core belief that entertainment is a fundamental human need. This principle serves as the guiding light for all their branding efforts, especially during crises.

Whether dealing with COVID-19 closures, the 2017 Las Vegas shooting, or a recent cyber attack, MGM always re-aligns their messaging to this foundational brand promise.

MGM Resorts does the following to uphold this:

• Maintains a clear and consistent brand promise focused on entertainment.

• Quickly adjusts marketing campaigns to stay true to their core promise during crises.

• Ensures that all team members understand and embrace this foundational belief.

For your law practice, you can translate these strategies into maintaining a clear and consistent promise about your firm’s commitment to simplify the legal process and “tell it like it is.” You should create a core promise that differentiates you from similar firms in your market and is authentic to how you practice law.

Relying on one core brand promise allows you to clarify your message for you, your team, and your clients. A clear message will help you grow your business during prosperous times, and stay composed through adverse events such as client disputes, negative online reviews, or staff misconduct.

Step 2: Adapt Brand Message to Fit your Audience

MGM keeps messaging consistent across the hotels and casinos in the MGM portfolio, while being flexible enough to adapt messaging to different segments of their audience. For example, the words and imagery used in an advertisement for Excalibur might emphasize the family-friendly, medieval-themed experience, while an advertisement for the Bellagio would highlight luxury, elegance, and world-class entertainment.

For law firms, the takeaway here is to develop a narrative that ties all your marketing efforts together. All communications should be filtered through the brand message, from the copy on your website to the words your team uses when they communicate with clients. The other takeaway is to acknowledge the difference in clientele across practice areas, and tailor the message to fit the audience.

Step 3: Reach your Audience in Unique and Memorable Ways

In addition to the usual marketing channels (digital, television, print media), MGM is constantly pushing the envelope, searching for ways to reach customers in unique and memorable ways.

An extremely successful recent example was the “Shoey Bar” at this past year’s Las Vegas Grand Prix. This one-of-a-kind attraction served drinks in replica driving shoes, offering guests a whimsical and immersive experience.

The Shoey Bar captivated attendees with its playful nod to racing culture, creating a buzz that stood out among other themed attractions and highlighting MGM's innovative approach to entertainment. Guests reveled in the novelty of sipping their favorite beverages from shoe-shaped cups, making it a memorable highlight of the event.

While stunty experiences might not be the norm for law firms, they offer valuable inspiration for creating memorable client interactions. The main takeaway is to focus on delivering unique, high-impact experiences that align with your brand and resonate with your target audience.

Examples include…

• Educational Webinars: Host informative and engaging webinars on topics relevant to your clients, such as estate planning, business law, or personal injury rights. Use interactive elements like Q&A sessions, polls, and live chat to keep participants engaged.

• Community Involvement: Organize and participate in community events that align with your practice areas. Offer free legal clinics, sponsor local events, or partner with community organizations to provide pro bono services.

• Client Appreciation: Regularly show appreciation to your clients through personalized gestures. This could include sending thank-you notes, organizing small appreciation events, or providing exclusive resources and tools to help them with their legal needs.

• Interactive Workshops: Conduct hands-on workshops where clients can learn to create basic legal documents with your guidance. This not only educates them but also demonstrates your commitment to their empowerment and well-being.

• Branded Materials: Use branded materials and resources in your interactions with clients. This reinforces your firm's identity and leaves a lasting impression.

Take Action Using the StoryBrand Framework

These strategies are easier discussed than acted on, but the StoryBrand framework helps to simplify the process.

The StoryBrand framework helps you clarify your message, ensuring it is client-centric and compelling. It guides you to position your clients as the heroes of their own stories, with your firm serving as the trusted guide to help them overcome their challenges. Using the StoryBrand framework, you can:

• Clarify Your Message: Make your core brand promise clear and easy to understand, ensuring it resonates with potential clients.

• Create a Unified Narrative: Develop a consistent and cohesive story across all marketing channels, enhancing your brand’s impact.

• Engage Your Audience: Design marketing strategies and client interactions that captivate and engage, making your services memorable.

By starting with the StoryBrand framework, and finding unique and memorable ways to distribute a clear message to your target audience, you can build a strong, client-focused brand that drives growth and long-term success.

This email is brought to you by Benji and the team at BPAgency.

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