Law Firm Brand Development

Your firm’s brand is more than a law firm logo.  Your firm’s brand encompasses its value proposition – the promises made to clients regarding the services to be provided and the needs to be fulfilled.

Effective brands result in new business and new clients

An effective law firm brand distinguishes a firm from its competitors and creates the perception in current and prospective clients that the firm is the clear (perhaps only) choice for their legal needs.  Ideally, through the brand, the law firm will be perceived as the clear  choice for the needs of prospective clients.

Effective branding result in a numer of positive benefits:

• More Business.  Clients choose well-branded firms over those that are fundamentally indistinguishable.
• Less Emphasis on Competition Around Legal Fees.  Clients are willing to pay more for services if they are perceived as coming from the leading attorneys.
• Increased Client Loyalty.  By reinforcing that a firm is the leading legal counsel for the legal needs, clients will be less inclined to want to use other attorneys for their matters.

What does your firm’s brand say about your firm?

While each law firm is unique, the deafult perception in the public is that law firms offering similar legal services are indistinguishable.  How can a person needing representation for a personal injury choose one firm over another when each firm promises to “deliver justice,” and when all  law firm websites and their logos all look the same?

If you don’t develop and effectively convey to the public the brand that you want to portray for your firm, the public will “brand” your firm as being the same as all other firms offering the same types of legal services as offered by your firm.

We develop law firm brands that resonate with clients

Our law firm branding positions firms as being the clear choice for their clients.  Instead of focusing solely on the legal services provided, we focus on how the firm fulfills client needs.  Fundamentally, clients don’t want to hire lawyers, they want to have a need fulfilled; hiring a lawyer is the necessary way to achieve their legal needs.

Translating your brand into an effective law firm website and business collateral

Once your brand is developed, business collateral is created, including a logo, business cards and stationery.  The branding – consisting of messages, images, and other aspects – is then conveyed into your firm’s one source of continuous marketing – its website.

• The website must clearly convey the brand to prospective clients.
• The website must be centered around CLIENTS, not your firm.
• Your website should address the primary question that all clients have – what are you going to do for me?

We can work with your law firm and provide the insight required to create an effective brand for your firm.  Call us to find out more about our branding services.