Purpose can help solve a common dilemma in professional services firms: how to reconcile the freedom that their professionals and practice areas need to be successful, with the consistency needed to build a meaningful brand.

Sarah Walker-Smith, CEO of law firm Shakespeare Martineau and its parent group Ampa, uses purpose to connect and manage the individual brands owned by the group. In the five years since Shakespeare Martineau first clarified its purpose, the firm has almost doubled in size.

Learn how she does it on the latest episode of The Purposeful Strategist.