Elaine Foong, Managing Director of Elaine, Yun & Associates is no stranger to rendering legal services via her law firm, having been in the legal industry for 11 years in which her area of expertise lies with civil litigation. Teaming up with her partner Ng Kang Yun whose expertise resides in Conveyancing, these legal eagles have set their vision to establish their own law or consultancy firm all over the world to promote Malaysia and increase client’s confidence in the firm’s services while providing added convenience by way of the foreign firm. All this while operating their business with Malaysia.

“We are willing to do extra miles to our clients, not only to protect their rights but to customise solutions which fit their wants,” shared Foong commenting on the secret of the firm’s success.

Surprised at being selected as one of the winners of the Brand Legend Awards due to the firm being relatively young in the industry, she takes pride in the recognition as a reflection of their team and their great effort, passion and determination throughout these few years.

Admitting that it is not easy to have continued ongoing passion for so long after facing various obstacles, difficulties and up and downs all these years, both partners affirmed that it is their passion and work for the brand that has brought it to where it is today.

“There is no secret to enduring legacy and success as I believed everyone knows the secret lies with passion, determination, effort as well as the ability to keep learning and trying. Impossible is an opinion and nothing is impossible. We are infinity!” she opined.

Believing that efficiency and communication are the most vital skillsets especially in the field of providing legal services, they uphold the idea that “efficiency is doing things right while effectiveness is about doing the right thing. Meanwhile, effective teamwork they agree begins and ends with communication.

Commenting on the Brand Legend Awards in which the firm was recognized as an Emerging Brand Legend, both founders said they were humbled in receiving the recognition.

“I am still on my way to be the real legend. However, my personal view is that we have to be humble yet confident, and money is not the priority. It sounds ridiculous right? But believe it or not, when u do the right things and solving people’s problems, (and) of course with (the right) branding, the

money will come in. Branding is costly, but it is something that brings you go further and recognised by others (and even on a) worldwide (scale) when the time comes,” added Foong.

Sharing on how the firm overcame the challenge of the infamous COVID-19 crisis, she said pivoting post-pandemic, the law firm adopted remote consultations by enhancing its digital presence by investing in secure online communication tools while streamlining its processes to accommodate client’s needs from a distance.

“The greatest lesson we learned was the value of adaptability; being willing to embrace technology and innovate our services allowed us to maintain strong client relationships and continue providing effective legal support during challenging times.”

Foreseeing a significant trend toward greater integration of technology in legal services – particularly with the rise of AI and automation for document review, research, and case management, they believe there will be an increased focus on providing client-centered services such as flexible billing structures and enhanced accessibility through virtual consultations.

“As clients demand more efficiency and transparency, law firms will need to adapt by leveraging technology while maintaining a strong emphasis on personalised legal support,” she said.

Essentially, to be a brand legend and stand out from the competition she believes takes a combination

of “authenticity, innovation, and a deep understanding of customer needs”. A legendary brand needs to consistently deliver exceptional value and creates meaningful connections with its audience which involves not just offering quality products or services but also cultivating a strong brand story and identity that resonates emotionally.

“Additionally, staying ahead of industry trends and being willing to adapt ensures longevity and relevance in a crowded marketplace,” added Ng.

Establishing strength of purpose and resilience they agreed came from a clear vision of our goals and a commitment to their values.

“Throughout challenges, focussing on our mission and the impact we wanted to make kept us motivated. Support from our team and clients also fueled our determination. Given the chance, while I might adjust some strategies for efficiency, the core journey and lessons learned were invaluable. I believe each experience, both good and bad, shaped who we are today, and I wouldn’t trade that growth for anything,” added Foong.

In closing, they agree that building a lasting business requires a blend of vision, strategy, and resilience.

Key pieces of advice for those embarking on this journey include an acute understanding of the market via thoroughly researching the industry, target audience and competition.

A deep understanding of these elements helps one identify opportunities and address potential challenges effectively while the ability to prioritise customer value while focusing on delivering real value to customers and delivering real value to customers is key. Building strong, lasting relationships with clients will also drive loyalty and word-of-mouth referrals are also crucial for long- term success.

The ability to adapt and innovate are crucial in an ever-changing business landscape which is constantly evolving. Meanwhile, stay agile and having the willingness to adapt one’s strategies based on market

changes and new opportunities while harnessing the power of innovation will help elevate one’s business to stay relevant and competitive.

Surround oneself with talented and motivated individuals who share your vision is also important, so too maintaining a cohesive team with diverse skills which can drive your business forward and help you overcome obstacles. The ability to maintain financial discipline while keeping a close eye on your finances via effective budgeting, managing cash flow and making informed financial decisions are also essential for sustaining and growing your business.

Ensuring that the products or services consistently meet high standards are the pathway to success as quality builds trust and reliability – qualities which are crucial for maintaining a strong reputation.

Cultivating resilience is crucial as every business will face setbacks and the key is to remain resilient, learn from failures, and stay committed to one’s long- term goals. Staying informed about industry trends, new technologies and best practices along the path of lifelong learning will help one stay ahead of the trends and make informed decisions.

Lastly, building a strong brand by developing a clear and compelling brand identity will help promote a strong brand which resonates with one’s audience which will help differentiate the business from other

competitors. And, the end goal is to always stay customer-centric by regularly seeking feedback from one’s customers in order to improve one’s range of offerings.

A customer-centric approach ensures that your business continues to meet their needs and expectations. Building a lasting business she said is a marathon, not a sprint. And it takes time, effort, and dedication while the right approach, she said can create something enduring and impactful.

“It’s about the contingency legacy and the culture because if the business doesn’t have all of this, a brand or a business cannot go further and it won’t be recognised by anyone. This is what we are trying to do and to protect our brand values with. Impossibles is an opinion only, so everyone is infinite and don’t limit ourselves.”