All of these aspects should work together to create cohesive messages to clients, potential clients, and the public about your firm and its services. Too often, however, law firm branding consists only of a logo, which results in websites that while they may look good, fail to provide cohesive messages. Instead, such websites typically function as a collection of attorney profiles and practice area descriptions, without answering meaningful client questions, like “Exactly how will your firm help me with my legal matter?“
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 choice for their legal needs. Effective branding separates a law firm from its competitors in the minds of the public and potential clients.
Effective branding can result positive benefits including:
While lawyers in the legal community may understand exactly how one firm differs from another, the public does not have this same information.
If a firm does not differentiate itself from competitors, it will be, by default, perceived exactly the same as all other firms offering the same services.
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.
We undertake interviews with firm attorneys to carefully understand not only the areas in which the firm practices, but also the unique attributes of the firm and its attorneys. We also want to understand that the clients that they firm seeks to attract, and how the firm may wish to evolve with respect to the practice areas and services that are offered.
Once this information has been prepared, we create a Branding & Identity Memorandum, which sets forth our ideas on positioning the firm, and the key messages to be conveyed, in part,through the website and in the branding collateral. Upon approval we prepare multiple logo and collateral concepts, in addition to the website design and development (if we have been retained for these services).
Jeff’s literally the man who wrote the book. Jeff and his team provide excellent work product and strategic advice. Jeff’s been in private practice and knows the marketing needs and client development challenges that every lawyer faces. I enthusiastically recommend Esquire Interactive.
5 Star Review – Tim Reckert