Your law firm needs good branding to be successful in a competitive legal market. You need to stand out from the crowd with branding that elevates your law firm. Branding is the most influential part of your business to attract clients and convince them to choose you over another firm.
When setting up your law firm you need to address how you will present your firm to your clientele. How do you want your law firm’s clients to think of you? You can influence their perception by creating a brand for your law firm. But what does it meant to have a brand? We can help you understand the importance and benefits of law firm branding.
What is branding?
Branding is what your company represents in the eyes of another. An everyday example is bottled drinks – let’s take Pepsi and Coca Cola. Everyone has a preference, but can you explain why you choose Coca Cola over Pepsi, or vice versa? Is it because you like the taste of one compared to the other, or do you think the cans or bottles look better to drink, one over the other? Whether it’s a soft drink, a supermarket, a car, a bank, or a law firm, your choice to use a product is always influenced by the company’s branding.
Branding your law firm to build awareness is important to attract and retain the right kind of clientele – clients that see your firm and believe you are the right fit for them. Clients are influenced by the experience and interactions with your law firm and create their own stories. Branding helps you to achieve the right impressions and encourages positive feelings in clients seeking a law firm’s services.
The benefits of good branding – short and long term
By having good branding from the beginning, your business will make a great first impression. Similar to meeting someone for the first time, a strong brand sets your law firm up for a long-term relationship. It’s difficult to change minds once a first impression is made. Good branding makes it easier to attract clients; bad branding will mean convincing clients there is value in your law firm. What your brand represents initially will always sit in your client’s mind, so make your branding work for you.
Branding is your law firm’s identity, which consists of many things. Branding is created from everything about your law firm: your name, tagline, colours, office location and interior, website, social media, client experience and reviews all influence your branding. Consider if your law firm was a person, how would you want to be spoken about? As intelligent, hard working, and expert? Or difficult, obtuse, and confusing? Everything you do will impact your law firm’s brand now and into the future.
As Jeff Bezos founder of Amazon famously said, “A brand is what people say about you when you’re not in the room”. What would you like clients to be saying about your firm?
Law firms need to invest in branding
Invest in your law firm’s branding to have a strong competitive advantage and to generate more client leads for your firm. You can guarantee your law firm will be more appealing compared to competitors who lack consistent branding.
Branding is your law firm’s reputation. We can help you influence your law firm’s story in the eyes of clients to put you as their number one choice. It’s not easy, which is why we are here to help. Contact us today for branding advice. We can help your law firm stand out from the crowd for years to come.
About the author
Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.