How to do Law Firm Branding

The power of your brand is crucial to your future success, whether you're launching a new e-commerce firm or law firm, or even trying to grow your existing one. Your brand ultimately determines how your customers, competitors, and community perceive you. You cannot establish a reputable and powerful brand by completing a few tasks on your to-do list. Instead, a long-term perspective should be used while approaching it.

Coming down to law firms and individual attorneys aspect, it is always important for them to appeal to the appropriate clientele. This is crucial for both the expansion and sustainability of the firm as well as the goal that each of us had when choosing the legal profession. Your law practise requires a strong brand to do this.

So, we are here to help you become familiar with law firm branding. With that, we will also explain our top tips and strategy for creating a strong law firm.

What is law firm branding?

A law firm's brand is how potential clients, existing clients, previous clients, referral sources, and other people with whom the firm interacts and conducts business with perceive the firm. A brand can have many different elements, such as a name, tagline, logo, symbol, design, tone of voice, and more.

Investing in your brand and its identity has many practical advantages that can help your law firm expand and achieve large-scale success. It's not just for fun. The advantages of a strong brand are:

Higher sales and obviously REVENUE!
customer esteem and appreciation.
assisting in the development of a compelling and unified corporate objective.
assisting in building a solid work environment where your employees enjoy their work.
securing excellent employees to aid in the expansion of your firm.
By building a strong brand equity, you may differentiate yourself from the competitors.

Even though developing a powerful brand takes time, the efforts ultimately pay off.

Branding vs. Positioning

It's one thing to have a well-known brand that your clients recognise, but establishing yourself as a distinctive supplier of your goods and services in the market is essential to boosting sales and improving your bottom line.

Though commonly used interchangeably, the terms “branding” and “positioning” are significantly different. So let us make the distinction clear to you.

How clients and outside parties perceive your brand is frequently referred to when discussing branding. Essentially, branding is the way that people see your business from the outside. Your law firm's name, logo, colours used in marketing materials, as well as how customers view your firm when they see your goods, services, or commercials while going about their daily business make up your brand.

Therefore, Being distinctive, identifiable, and applying your brand to anything are all aspects of branding (i.e., logo, colors).

On the contrary hand, positioning is much different. The positioning of your brand tells people how they feel about what you have to offer and the value you can provide. In other words, your positioning strategy establishes a place in your clients' minds that they can identify and connect to your brand.

Positioning assists consumers in recognizing your brand as the answer to a certain issue, want, or need.

Long story short, Brand is reputation.

You need to know about Personal Brands too!

Whether it is better for you to establish your business using business branding or personal branding depends on whether you are an entrepreneur working on founding a firm. Business branding is separate from your name and is based on the identity you give your firm. Your name will be the same as the name of your law firm, and a personal brand will be created around you personally. Which choice is better for you, then? Let’s explore by reading further.

Without personnel, lawyers, and clients, a law firm would not exist. In a similar manner, a law firm brand would not exist without the individual brands of each attorney and staff member. In other words, establishing yourself as a lawyer and promoting your law firm are crucial for your success. You should always associate the name of a legal firm with a memory of a time you interacted with—or could think of—a member of that law firm. There ought to be a reaction to this memory. With the customer, emotions are what forge that link and recall. So a personal brand involves:

Figuring out your distinctive qualities
Consistently offering the benefits of these qualities to your target audience
and managing their perspective of the brand

How to create a strong law firm brand?

The name of your law firm, Logo, colour palette, typefaces and typography, promotional materials, business cards and letterhead, and representative images (images you use for any or all purposes of your law firm) are all covered as the part of your law firm’s brand. These are physical and tangible parts of your law firm’s brand. This also includes the language used in marketing copy and communications.

Coming to the point, what exactly you must do to create your law firm’s brand? So here are our top tips that can help you build a powerful brand, increase recognition, and draw new customers to your business by appealing to people's wants and emotions.

Your Target Audience must be catered to: Law firms claiming “anyone who can pay their expenses” is their ideal client, may sound practical. However, in such a case, your law firm is placed in the clutches of costly marketing campaigns. So what we are saying is that you should narrow down and specify your target market. Simply because the "everyone who can pay the bills" strategy will be unnecessarily expensive. It is a bitter truth that only a few individuals will be interested in your outreach if you are aiming it at everyone. Even worse, by using weaker message, you run the danger of alienating people who could be your potential clients. So ultimately emotionally engaging your audience is the way to go. You must have some knowledge about them. The more specific the target, the more you can discover about them, and the more successful your outreach will be.
Be clear about who you are: When asked - “why are you a lawyer” and “why does your law firm exist”, you should be able to answer clearly. In the former, your personal brand depends while in the latter your law firm’s brand depends. Money making or loving the profession is simply not quite the right answer. Your brand message, story and mission here come into play. As humans, we have our own good, bad, and ugly parts of who we are as humans. Therefore, "Who are you" as a person, must be explored by you yourself by delving deeper and discovering who you are will help you build a powerful brand for your law firm. In short, you must be self-aware to be able to explain to someone why you practise law and how you may benefit them.
Specify what your Law firm Brand promises to its customers: It is important that you find out what your brand promise is, your own narrative and your key selling point. You should reflect on what experience clients might anticipate from your law firm brand. Needless for us to point out, this ought to be genuinely unique among law firms and must identify your business character. Once you have your complete narrative, you can identify your USP, which is what makes you genuinely distinctive. It will outline the benefits that only your law firm can provide to current and potential customers.
The vision and Values of your law firm must be lived up to: Let's not confuse these two “v”-words. A vision statement differs slightly from a core mission in that it focuses more on where your law firm wants to go than on your goals and strategies for achieving them. In branding, you consider how other people perceive your legal practise. Sharing your brand's message with your audience is what marketing is all about. The fundamental ideas conveyed must be coherent and consistent. They must also be true to both your individual brands and each person's basic principles. The way your law practise operates and presents itself is based on its values. Once you've determined your "why," you may establish a set of values that will guide your efforts in achieving it. It's important to use clear, genuine, distinctive, and witty language while communicating with your audience. Decide on the central ideas you wish your branding to convey after engaging in a strategy meeting with your team.
Consistency is the Key: It's difficult to trust a business that is inconsistent, real, or trustworthy. These characteristics are frequently the foundation of a law firm's brand or in general any company’s. Branding benefits from consistent language and communication across your marketing channels. There is a greater need than ever for "touch points" to spread messages. If these messages are unclear, your audience will ignore them. The message will also be lost if you aspire to be someone or something that you're not. Feelings of security, dependability, and trust are correlated with consistency. They will keep these emotions in mind while choosing someone to recruit.