There are few things more important to a budding firm than a strong, reliable brand. Here are 10 essential branding tools to help your law firm succeed.
One of the earliest struggles for every business is branding. Your brand is one of the most vital aspects of your business. Your brand is how customers identify you and how they’re constantly reminded of your company.
Branding a law firm can be difficult. As long as you have the right tools, the right strategy, and some powerful ideas, you can successfully brand your law firm.
Here are 10 branding tools your law firm should use.
What Your Branding Should Include
Branding isn’t all about a certain color scheme or font choice. Your brand is your message to clients. When developing a brand, use these factors to create your unique brand.
1. Purpose
Why did you form a law firm? So you could make money? Or did you have another goal in mind?
There’s a reason you started a law firm. Most lawyers start a firm because they have a purpose.
Think back to the day you knew you wanted to form a law firm. Think about what exactly it is that inspired your decision.
When you understand your law firm’s purpose, start branding yourself around that.
2. Consistency
Think about every major brand you know — outside of the law. Do you ever see the biggest corporations in the world lose their influence? Do you see their ads everywhere? Do you hear people talking about those brands?
The reason these brands became influential is that they have consistency.
No matter how well or how bad they’re doing, their presence is permanent. They open up different locations, have a stellar marketing plan and word-of-mouth follows.
Use these major brands as examples and see how you can emulate them to become a major law influence.
3. Emotion
Humans are emotional creatures. Law is a practical industry, but it also holds a lot of emotion.
Don’t be another hard-driven and intimidating lawyer on TV.
Reach out to clients in an emotional and trusting manner.
When compiling a marketing campaign, find all of the emotional aspects of the law. If you represent women who were victims of domestic violence, state you will help them with their turmoil.
If you’re a and you represent DUI accident victims, support them in their cause to fight drunk driving.
4. Flexibility
Marketing has a lot to do with branding. And marketing trends are always changing.
This is true now more than ever; digital marketing always has new strategies and innovations.
As a law firm owner, you need to keep up with these trends to stay on top.
The best way to integrate marketing changes into your brand is by creating a flexible brand. No matter how you promote your company, your branding will fit into every marketing technique.
5. Employee Involvement
When you hire staff, you don’t hire the bottom-of-the-barrel professionals. You work hard to ensure your employees perform their best. So why not integrate your staff into your branding?
This doesn’t mean post company pictures every chance you get. Educate your employees about your brand and let them know what they can do to uphold your branding.
Brand training can include anything, from the way they interact with clients to the way they dress at the office.
Or maybe you have a family law firm. If so, learn more about the success of a family law firm.
6. Loyalty
Your law firm is nothing without client loyalty.
You know you’ll stay by their side, from the free consultation to the minute they win their case. But you need to prove this to the client.
Offer this loyalty to both new and recurring clients. A new client may only need you for one case, but a recurring client will always keep your number on file.
Make sure your loyalty message reaches out to clients in both categories.
7. Competition
As a law firm owner, you know the competition is fierce. The only thing that separates your law firm from a competitor is your brand.
Your competitor could have gone to the same law school, specialize in the same practice and generate the same revenue as you. But the only thing they don’t have is your brand.
Always pay attention to the competition and use your brand to overpower your competitor.
What Branding Tools to Use
Without an outlet, your branding strategies will fail. Use these essential tools to gain awareness.
8. Social Media
Social media is by far the easiest and most creative ways to boost your branding.
With social media, you can share a wide variety of media and social scripts. There are different ways to convey your message so you can reach clients in diverse ways.
Try and perfect your brand’s social media image. Will your brand increase your reach with video and image content? Or will expert-written social scripts reach more followers?
9. Business Cards
Look through the business cards of all of your colleagues. Did they settle for a blank image and boring text? No — they experimented with different graphics, fonts, and even card shapes.
Rather than using a business card as a simple introduction, wow your colleagues with a branding business card. When they see a personalized branding design, they will always associate your law firm with your branding.
10. Blog
Law is an industry the average Joe has little knowledge in. Most lawyers have a blog to educate their clients. But a blog is a great opportunity to boost your branding.
Language has a lot of artistic abilities — you can take your slogan or purpose and transform it into a novel.
Hire a great writer and compile a style guide. Your writer will take this style guide and use it toward great a blog full of branding practices.
Time to Create Your Law Firm Brand
Creating a brand is difficult. Especially for a law firm, where so much competition persists and you’re limited in many areas.
Take these branding tools and create a brand everyone will remember. For a powerful brand, know your purpose, get with your team, and continue reaching out to clients.
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