Visualising values. My pet hate, claims Grahame Jones.
Open almost any Top 50 UK law firm website and you’ll see values lined up proudly — clichés presented like trophies or compliance checklists.
The issue isn’t that the words are wrong. It’s that they’re obvious and lack authenticity.
Integrity springs to mind. Who doesn’t think they have integrity?
Our analysis of the Top 50 showed predictable overlap: seven collaborative firms, five full of integrity, four bold.
Here are the most commonly shared values across the UK’s top 50 firms:
No client shortlisted a firm because integrity appeared on its homepage. No graduate rejected one for omitting teamwork.
Yet firms persist — often without context. Values sit disconnected from vision and purpose.
Why? Because they feel important. Because marketers feel obliged to include them but rarely push further. It becomes box-ticking, not differentiation.
Many value statements are drafted like partnership agreements: cautiously, collectively, designed to please everyone.
The result? Reasonable. Forgettable.
Why not change the tone?
Instead of Teamwork, try “Muck in Together.”
Instead of Innovation, “Do Things a Little Different.”
More human. More memorable.
When values say nothing
The problem isn’t the words. It’s that they’re unearned. If seven firms claim collaboration, it stops differentiating. It becomes background noise.
Without evidence, it’s corporate wallpaper.
Clients already assume competence and integrity. So what are values really doing? Often, not much.
Something more interesting
Not all firms rely on adjectives. Across the Top 50, we saw more narrative statements. More behaviours. More “this is how we work.”
Firms describe what excellence looks like:
– “We help you see further, faster.”
– “Independence of thought.”
– “Creating lasting impact.”
– “Collective endeavour.”
Behaviours can be shown. Adjectives just sit there.
Show me, don’t tell me
When we overlaid value style with evidence — case studies, testimonials, visible proof — a pattern emerged. Firms leaning on adjectives often struggle to demonstrate them.
Where is “bold” in action?
Where is “quality” beyond assumption?
Internal posters may build culture, but they don’t convince clients or talent. Narrative-led firms have proof points: multi-jurisdictional matters, detailed deal stories, visible examples.
Story and evidence align. The value becomes visible.
Three types of firms (which one are you?)
Guess which group is easiest to differentiate?
Why this matters
Clients aren’t choosing firms based on virtues. They’re choosing:
– How teams think
– How they collaborate
– How they respond under pressure
Talent asks:
– Do partners back associates?
– Is innovation encouraged?
– What behaviours are rewarded?
Adjectives don’t answer that. Stories do.
The uncomfortable truth
When organisations say “values,” they often mean “behaviours.” Behaviours require evidence and consistency.
So translate. If you claim collaboration, show cross-office mandates. If you claim boldness, show the strategic call. If you claim quality, demonstrate outcomes.
Stop hiding behind single words. Say what you actually do.
In a market where everyone claims collaboration and integrity, the winning move isn’t better vocabulary. It’s better evidence.
Less wallpaper. More substance.
Fewer adjectives. More stories.
That’s what sticks.
Grahame Jones is the founder of brand and design consultancy Soukias Jones. In this article, he shares insights drawn from his experience working with Top 200 UK law firms to help them create clear distinction through their visual and verbal brand identities. For more information, visit www.soukiasjones.co.uk.