Welcome to Phase 2 of the pandemic, where government officials debate how to reignite the economy and businesses start evaluating its services and restructuring based on how clients/industries have been impacted.

Now that the general public has come to terms with the world’s immediate response to coronavirus (with quarantines, social distancing, and the like), we are able to shift our focus to the remainder of 2020 and beyond.

(If you need to assess the future of your law firm’s revenue, check out President of BTI Consulting, Michael Rynowecer’s LinkedIn post on how to do just that.)

While your firm adapts to Phase 2 changes, remember that every move you make sends a message to the marketplace.

There are typically three types of responses to change: 1) none; 2) client-assisted; and 3) proactive.

1. The firms that are averse to change will fall even further behind its competitors post-pandemic.

2. The firms undergoing client-assisted change will survive, and may realize they have been forced into conversations with clients today that they should have been having on a more regular basis before Covid-19 hit.

3. The firms that are proactive about change, and were most likely already prepared for a crisis, will find and take advantage of opportunities even throughout Covid-19.

Keep in mind that these proactive firms have the capacity and predisposition for change. Meaning they have a firm culture that accepts and ushers along change.

As “client-assisted” and “proactive” firms embrace change and pivot to Phase 2, firm leaders should focus on protecting and shoring up its core business (its existing clients). Firm leaders should also pursue client development rather than business development, ensure its prices are stable, and continue modernizing technology.

These actions should be paired with a review of a firm’s entire ecosystem, including clients, partners, employees, future employees, and law school students. How a firm addresses these groups will directly impact its reputation.

While your firm adapts to Phase 2 changes, remember that every move you make sends a message to the marketplace. Consumers and the media are hyper-focused on the ongoing response to Covid-19. That said, they will undoubtedly notice your firm’s reaction to it and subsequently evaluate your strengths and weaknesses.

So, as you enter Phase 2 of Covid-19, make sure you are diverting resources to loyal clients who need help and treating your people right. If you follow these two rules, your brand’s messaging will align.