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Brand Central is a helpful guide for promoting the Burges Salmon brand to clients and business partners.
Here you’ll find information on our core values, our market positioning and brand pillars, visual identity and tone of voice.
You’ll also find hints and tips for when speaking to clients about the firm, or when showcasing our expertise through written articles on our website.
In an evolving legal market, we want to stay ahead of the competition.
We know we provide our clients with the very best legal support, and supporting our credentials with a strong brand helps to set us apart from other law firms.
Brand Central provides guidance on how to be consistent and clear when we are communicating as Burges Salmon and interacting with clients, so we can continue to build a strong, recognisable brand.
Our values set the tone and ethos for how we run the business, upholding the firm’s reputation and supporting its continued success. They play an important role in attracting our people to work here, and stay here.
Our brand positioning is how we present ourselves to our clients and business partners.
It’s how we communicate what we stand for, why we excel at what we do, and why clients should choose to work with us and continue working with us.
In a rapidly changing world, our commitment to environmental sustainability, and our social, inclusion and diversity responsibilities, are central to that purpose – enabling us to support you with your own response to these opportunities.
We’re down to earth, straightforward and strategically switched on. You benefit from our specialisms in complex legal areas, along with market sector expertise that’s as deep as it is focused.
We’re always accessible and always responsive. Between you and us, there are no barriers.
Above all, you’ll find our commercial edge is matched by a genuine caring culture – for you, for our people and for the wider communities around us.
It’s what makes us a law firm you can trust. One you’ll enjoy working with.
Here is a stripped back summary of this brand positioning, or ‘elevator pitch’, which you can tailor as needed depending on who you’re speaking with:
Burges Salmon CARES represents our five brand pillars:
The pillars capture why clients choose us, showcasing our focus on client relationships, our people and our caring culture, and our commitment to being a responsible business
When you’re meeting people outside of the firm, such as clients, business partners or friends, you can use the following summaries and example stories to bring our brand pillars to life, and to demonstrate what sets us apart from our competitors.
When you’re meeting people outside of the firm, such as clients, business partners or friends, you can use the following summaries and example stories to bring our brand pillars to life, and to demonstrate what sets us apart from our competitors.
A culture of fairness and support runs through the heart of our business. Our commercial edge is matched by genuine care – for you, for our clients and for the wider communities around us.
In September 2024, we were recognised as one of Europe’s most innovative law firms by the Financial Times, with the firm scoring highly across the innovation, people and social responsibility leaderboards.
This year, around 620 submissions from 229 law firms and in-house legal teams were researched and benchmarked, with us breaking into the Top 50 law firm index in 45th position.
One of Europe’s most innovative law firms
We’re accessible, responsive, straight-talking and always ambitious to do the best for our clients.
In February 2025, we were delighted to announce a record number of new partner appointments, effective from 1 May 2025.
This milestone underscores our ongoing commitment to investing in our key sectors, and the appointment of these 13 new partners highlights our ambitious strategy for future growth and success.
The appointments reflect our dedication to retaining and developing exceptional talent, with new partners spanning the breadth of our sectors and services, including Projects, Employment and Dispute Resolution.
Continued growth with new partner appointments
We are actively engaged in delivering on our corporate responsibilities for inclusion, diversity and environmental sustainability.
In November 2024, we returned to Bristol Beacon for Burges Salmon’s Got Talent, raising around £15,000 in aid for the charitable theme Fairer Futures for Young People.
The money, raised through ticket sales, donations, auctions and a raffle, will be distributed to a number of charities and community groups across Bristol and Edinburgh to support education, health and wellbeing and social mobility projects and help tackle homelessness and food poverty amongst young people.
£15,000 raised in aid of Fairer Futures for Young People
We’re specialists in complex legal areas, with market sector expertise that’s as deep as it is focused. Always forward-thinking, we guide our clients through rapidly changing business environments, identifying opportunity whenever we can.
We advised the Department for Energy Security and Net Zero (DESNZ) on the selection of a development partner for a £1bn heat network scheme in Westminster to provide low carbon heating for some of London’s most iconic buildings.
The project could become one of the UK’s biggest heat networks.
Advising on a £1bn heat network scheme in Westminster
We stand side-by-side with our clients, ensuring both that there are no barriers between us and that we build deep, long-lasting relationships.
We advised longstanding client Oxygen Conservation on its acquisition of Dorback Estate, the most significant natural capital land purchase in the history of the UK.
Spanning 15,000 acres of moorland, forest, and mountainous terrain in the Cairngorms National Park, the acquisition increases Oxygen Conservation’s portfolio to over 43,000 acres, supporting its vision to scale conservation across the UK.
With potential for woodland creation, habitat recovery, and sustainable tourism, the Dorback Estate landscape offers the opportunity to advance Oxygen Conservation’s goals of long-term environmental restoration and positive social impact.
The historic natural capital acquisition of Dorback Estate
A culture of fairness and support runs through the heart of our business. Our commercial edge is matched by genuine care – for you, for our clients and for the wider communities around us.
In September 2024, we were recognised as one of Europe’s most innovative law firms by the Financial Times, with the firm scoring highly across the innovation, people and social responsibility leaderboards.
This year, around 620 submissions from 229 law firms and in-house legal teams were researched and benchmarked, with us breaking into the Top 50 law firm index in 45th position.
One of Europe’s most innovative law firmsWe’re accessible, responsive, straight-talking and always ambitious to do the best for our clients.
In February 2025, we were delighted to announce a record number of new partner appointments, effective from 1 May 2025.
This milestone underscores our ongoing commitment to investing in our key sectors, and the appointment of these 13 new partners highlights our ambitious strategy for future growth and success.
The appointments reflect our dedication to retaining and developing exceptional talent, with new partners spanning the breadth of our sectors and services, including Projects, Employment and Dispute Resolution.
Continued growth with new partner appointmentsWe are actively engaged in delivering on our corporate responsibilities for inclusion, diversity and environmental sustainability.
In November 2024, we returned to Bristol Beacon for Burges Salmon’s Got Talent, raising around £15,000 in aid for the charitable theme Fairer Futures for Young People.
The money, raised through ticket sales, donations, auctions and a raffle, will be distributed to a number of charities and community groups across Bristol and Edinburgh to support education, health and wellbeing and social mobility projects and help tackle homelessness and food poverty amongst young people.
£15,000 raised in aid of Fairer Futures for Young PeopleWe’re specialists in complex legal areas, with market sector expertise that’s as deep as it is focused. Always forward-thinking, we guide our clients through rapidly changing business environments, identifying opportunity whenever we can.
We advised the Department for Energy Security and Net Zero (DESNZ) on the selection of a development partner for a £1bn heat network scheme in Westminster to provide low carbon heating for some of London’s most iconic buildings.
The project could become one of the UK’s biggest heat networks.
Advising on a £1bn heat network scheme in WestminsterWe stand side-by-side with our clients, ensuring both that there are no barriers between us and that we build deep, long-lasting relationships.
We advised longstanding client Oxygen Conservation on its acquisition of Dorback Estate, the most significant natural capital land purchase in the history of the UK.
Spanning 15,000 acres of moorland, forest, and mountainous terrain in the Cairngorms National Park, the acquisition increases Oxygen Conservation’s portfolio to over 43,000 acres, supporting its vision to scale conservation across the UK.
With potential for woodland creation, habitat recovery, and sustainable tourism, the Dorback Estate landscape offers the opportunity to advance Oxygen Conservation’s goals of long-term environmental restoration and positive social impact.
The historic natural capital acquisition of Dorback EstateTone of voice is how we say the things we want to say.
It’s important, as choosing the right words reflects who we are and what we believe in. If we communicate consistently, we can set ourselves apart from other legal firms by building recognition and trust among our audiences, as well as driving better, deeper relationships with our clients.
Here are our tone of voice principles to help you when you’re representing Burges Salmon in your communications:
