Page 1: Introduction
This case study focuses on Eversheds, one of the largest law firms in the world. It emphasises how Eversheds uses vision and values to support its brand and how this helps to emphasise that its services are focused on the customer.
In service industries customers want to be confident they are dealing with an organisation they can trust. They will also want to do business with an organisation who will look after their interests and help to solve any problems they may have. In the legal profession, such values are particularly important. Organisations need to understand how customers view their business, as well as how to provide them with the confidence they are making the right decision.
Eversheds started when a number of major regional firms merged with a London firm to create a national legal giant. Today, Eversheds is a major employer with more than 4,000 employees with 29 offices worldwide. To achieve this position, the firm changed the way it worked and rebranded itself to provide a service that differentiated it within the marketplace. This new brand was called 'Accountable Relationships'.
When developing corporate strategies organisations need to identify a direction they want to head in. One way of focusing this effort is to create a series of statements that help to show where it wants to go and how it intends to get there.
Eversheds has called these statements vision and values. It wanted its vision to be a broad statement underlying the mission of the organisation that staff could follow and clients could understand. The values are the beliefs that would support activities undertaken by those working for Eversheds and influence their everyday behaviour. The process of constructing these statements required extensive research.