Woods Rogers President Dan Summerlin Speaks on Post-Merger Law Firm Branding

In a Q&A with Today’s Managing Partner, Woods Rogers Principal and President Dan Summerlin shares insights following the firm’s rebranding process last year. Woods Rogers’ mission-driven brand and client-focused website showcase a new identity following the successful 2022 merger between two historic Virginia firms, Woods Rogers and Vandeventer Black.

“In some ways, the rebranding process was less about reinventing and more about reminding ourselves of the core values that have always driven us, particularly our commitment to clients,” Dan told the publication in an interview. “Our clients are our focus. Our job is to do whatever it takes to help them succeed. That means going above and beyond what’s merely expected, and making sure our efforts elevate them, not us. Sometimes, we all need that reminder, and the rebranding effort gave us a great opportunity to reflect on our purpose.”

Dan also discussed the opportunities for mid-sized law firms, like Woods Rogers, in today’s marketplace: “Over the last five or six years, Big Law rates have continued to climb, creating a real opportunity for firms like ours that manage overhead effectively and can offer highly competitive rates without compromising quality. But it is not just about pricing. You still must be able to perform and deliver real value.”

Read more about Dan’s reflections on the rebranding process and mid-market leadership in Today’s Managing Partner.