What Makes Your IP Practice Stand Out?

By Crystal Lo, Head of Latin Counsel’s China Desk

Crystal Lo, Head of Latin Counsel’s China Desk, examines how intellectual property practices can differentiate themselves in an increasingly competitive legal market, looking beyond rankings to the factors that can make a firm genuinely stand out to clients.

Chambers Latin America 2027 rankings have recently been published. 18 out of 19 Latin American jurisdictions covered had IP departments ranked, with 215 firms and 530 lawyers recognised for their work in this practice area.

While certain firms stand out with a higher ranking or a standalone top spot, such as Marval, O’Farrell & Mairal in Argentina, Eproint in Costa Rica, Guy José Bendaña-Guerrero & Asociados in Nicaragua, and Estudio Benedetti in Panama, when every IP practice offers ‘full-service’ capabilities, each firm’s unique selling point becomes unclear.

Looking at the above elite firms, consider whether your firm is actively leveraging these core strengths:

• Client Testimonials – Positive feedback from your clients gives potential clients confidence.

• Problem-Solving Focus – Let clients know you understand their issues and how you can help.

• Specialization – A generalist has advantages, but being a specialist shows how dedicated and expert you are in what you do.

• Track Record & Data – Factual information about the number of portfolios you have managed, jurisdictions covered, and other convincing data that sets you apart.

• Work Style & Approach – Every firm has marketing materials and general descriptions of their practice, but that doesn’t help potential clients see a lawyer’s communication and working style. Stating your approach to handling a request gives potential clients a clear picture of what collaboration looks like.

• Thought Leadership – Actively sharing market trends, regulatory updates, and your success stories leaves an impression. INTA offers plenty of platforms for IP professionals to showcase their expertise—workshops, roundtables, webinars, articles, podcasts, interviews, and research. There are more ways to participate than ever.

Standing out in a crowded market comes down to more than just a ranking logo on your website; it requires turning your expertise into a clear, tangible narrative. By actively demonstrating your approach, leveraging client proof, and engaging with the global IP community, you can position your practice to be chosen, not just listed.