By: Devashi Khanna, Marketing Coordinator, Dye & Durham UK
If you told me one year ago that I’d spend my placement year working in a marketing team in the legal tech world, I would have probably pictured something slow, traditional, and maybe even a bit dry.
But the reality? Completely different.
I’m a Business Management with Marketing student at London South Bank University, and I’ve just wrapped up my placement year at Dye & Durham. As a Gen Z marketer stepping into the professional world for the first time, I came in curious, full of ideas, and always thinking about how brands show up, especially online.
I’m the kind of person who loves breaking down a ‘viral’ campaign, analysing why a message landed (or didn’t), and seeing how marketing can bridge the gap between a business and the people it’s trying to reach.
(Seriously, I even break down ads on the tube! You can find my Gen Z insights into all things marketing here.)
So, when I entered the legal tech space, I naturally started looking for the human moments: the stories, the clarity, the connections.
On my first day at Dye & Durham, I had a realisation that stuck with me ever since:
There is magic here that is waiting to be tapped into.
My biggest takeaway? Human connection still wins
Even though we operate in a B2B space, at the end of every communication, there is still a human being; that human connection is everything.
Here are the three biggest surprises from my year at Dye & Durham and what I believe law firms can learn from them.
1. Your law firm might be invisible and not know it
If you disappeared online tomorrow, would anyone notice?
As a marketer, I naturally spent time researching law firms. I look into what they say, how they present themselves, and their industry activity. What I found through my research genuinely surprised me: so many law firms are quietly doing incredible work, but outside of their immediate circle, hardly anyone knows about it.
Visibility means more than just a website
That lack of visibility goes beyond missing out on potential clients; it means missing out on relevance, reputation, and relationships.
People Google everything… and I mean everything… because your online presence often forms someone’s first — and sometimes only — impression of who you are and what you do. It doesn’t matter how good your firm is if no one else knows it.
Take up space. Talk about your work. Be part of the conversation — or risk being left out of it.
2. Lawyers are natural thought leaders; they just don’t see it yet
The way you explain things is your superpower
I often attend tradeshows and legal expos on behalf of Dye & Durham. My favourite part is always speaking with solicitors, partners, and legal experts. And honestly? They’re brilliant communicators.
They explain complex legal topics with total clarity, confidence, and insight… even to someone like me, who doesn’t have a legal background.
You’re already a storyteller – you just need to share
My guess? Most lawyers assume their knowledge is too niche or too technical for broader audiences. But that’s exactly what makes it valuable.
Lawyers don’t need to become marketers. They just need to recognise their own authority.
If you’re not telling your story, someone else is. Or worse: no one is.
3. Your law firm has a brand — whether you’re building it or not
Branding is the feeling you leave behind
At first, I thought branding was about visual identity, like logos, colours, and taglines. But the more I looked at law firms’ digital presence, the more I realised: even firms that don’t actively build a brand still have one. Their clients define it for them.
Clients remember how clearly you communicated, how patiently you explained the problem, how consistently you kept them updated, and how confident they felt when you delivered.
Brand = Reputation + Emotion
In a market where so many firms offer similar services, it’s the emotional connection that makes one stand out from another.
Final Thoughts: You already have the tools to build your brand
After a year in legal tech, one thing is obvious:
Law firms have everything they need to build meaningful, memorable brands… they just need to see it.
Start Small. Start Real. Start Now.
You don’t need a marketer. You need a mindset shift.
Start by telling one story, owning one strength, or sharing one insight. That’s how trust starts, and trust is the foundation of every great brand.
The question is: Are you shaping your brand or letting it shape itself?
About Devashi KhannaDevashi Khanna is part of the marketing team at Dye & Durham UK, where she turns bold ideas into content that connects. Whether she’s planning a campaign or crafting a blog post, she brings a fresh, thoughtful approach rooted in curiosity and creativity. Outside of work, you’ll find her breaking down her favourite brand campaigns through a Gen Z lens on LinkedIn; always asking what makes audiences actually care. |
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