Your Firm’s Brand is More Than a 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.
In addition to collateral, your firm’s brand is conveyed on it website through:
- Key Messages
- Website Layout
- Blog Postings
- Other Website elements.
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?”
Effective Branding Results in New Business
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:
- More Business. Use branding to explain why your firm is right for client needs so that they have a solid reason for choosing your firm.
- Less Competition Around Legal Fees. Clients are willing to pay more for your firm’s services if you are perceived to be the leaders and best attorneys for their needs.
- Increased Client Loyalty. By reinforcing that a firm is the leading legal counsel for 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 default 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?
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.
Developing and Differentiating Your Firm
from the Competition
We develop law firm brands that resonate with clients and drive new client generation.
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 today to learn more and get started!