Independent Survey Identifies and Ranks The Strongest Brands Across the UK

Irwin Mitchell has been named as the leading Superbrand in the legal sector for the second consecutive year.

The Superbrands survey is independently run with a leading data research company and has been tracking the perception of a wide range of business brands in the UK since 2001.

Participation in Superbrands is by invitation only, and offered to the most outstanding brands in their field. It includes a voting process involving 2,500 business professionals with purchasing or managerial responsibility, supplemented by an expert council comprising 20 senior business-to-business marketing leaders.

This year Irwin Mitchell has once again been named the number one Superbrand in the Legal sector category with the researchers highlighting that the firm had in fact stretched its lead in the sector with over a quarter of UK business executives recognising Irwin Mitchell as a Business Superbrand.

The Superbrands are evaluated against three core factors; quality, reliability and distinction. Voting is influenced by factors such as: the brand's current profile, latest marketing activities and new product or service developments. Researchers also reflected on Irwin Mitchell’s strong colleague advocacy playing a large role in building its growing reputation.

Other brands featured in the Superbrands index include Google, British Airways, PayPal, Apple and Microsoft.

In recent years Irwin Mitchell has become the Official Legal Partner to England Rugby and British Rowing, being named among the UK’s top 15 workplaces by Great Place to Work Initiative and launched its new Human Touch campaign.

The firm’s new brand campaign also set a new benchmark for inclusion in the creative industries by utilising the skills of what is believed to be the most inclusive production team assembled in the UK including a blind photographer, a partially deaf make-up artist, a pianist who is blind and autistic and a disabled filmmaker.

Expert Opinion

“Our brand has been built over many years and is based around providing expert advice with a human touch as shown in our latest brand campaign. We put the client at the heart of everything we do and are very proud of our high client and colleague advocacy levels which reflect the values of the business and the trust we’re building with those that we work with.” David Ward - Group Director of Marketing and Propositions

Damon Segal, Superbrands Co-Founder said: “Irwin Mitchell continues to perform strongly in the latest Business Superbrands research, topping the legal services category once again. Notably it secured the most votes among UK business professionals, compared to its peers, for the seventh year in a row.

“Clearly the rebranding exercise undertaken in 2019 has worked, neatly encapsulated in the firm’s ‘the expert hand, with the human touch’ mantra. This rebrand together with a heighted profile off the back of programmes, such as its sponsorship of England Rugby, seem to be yielding tangible results.

“These factors coupled with a strong underlying diverse service offer and geographic footprint, and focus on innovation and service, is seemingly providing sustainable reputational advantage. Ultimately, as with all service businesses however, to garner votes and praise from buyers and prospects, the firm has to deliver, and continue to deliver. Clearly its 3000 motivated employees are doing just that, so everyone within the firm continues to play a part in building the reputation and perception of the firm among executives across the UK and can be rightly proud of their role in doing so.