How many marketing or branding classes did you take in law school? Probably not many,…
When talking about branding, the conversation is about more than just your law firm’s logo – branding is how your audience interacts with your law firm and legal services.
Great branding doesn’t happen by accident – it requires strategy. Utilizing the right brand strategy for your law firm can influence your target audience’s experience. Whether your law firm is starting to brand itself for the first time or rebranding for an improved image, your brand will benefit from a comprehensive brand strategy.
What is a Brand Strategy?
A brand strategy consists of showcasing the core values of your law firm. Your brand strategy allows your firm to decide what you want your brand to represent and defines your brand’s personality. Some essential components of a strong brand strategy include:
- A clear vision
- Audience appeal
Every company starts with these core elements as the driving forces for creating a robust brand strategy for your law firm.
What Branding Strategies Should Your Business Use?
1. Develop Strong Brand Standards
Establishing a brand standard is key to creating lasting recognition for any brand. Your law firm’s brand strategy must provide consistency for your target audience. Your law firm needs to establish consistent brand standards, from your letterhead to your social media profiles. All the visual elements of your brand need to stay consistent with the same colors, fonts, motifs, and experiences, as well.
For example, if you are using different colors or different logo designs on different social media platforms, your target audience will be confused. Your audience will have to learn who your brand is repeatedly, with no gain in brand recognition over time. If your audience experience is different every time, they will stop bothering to get to know your law firm altogether.
2. Embrace Storytelling
The power of storytelling is vital for brands of all sizes, including your law firm. Utilizing storytelling can be appealing to your audience, but its critical to consider your target audience when creating your “story.” Don’t talk like a marketer, instead focus on sharing the things that make your law firm unique. Be authentic with your firm’s brand to create resonance, trust, and loyalty through your brand strategy.
There are many ways to embrace storytelling for your firm’s brand strategy. Share the story of how your law firm came to be or why your firm focuses on specific practice areas. Showcase how you’ve impacted your client’s lives by posting testimonials on your website. You can even share stories about your meaningful involvement in your community.
3. Create a Community Feel
Speaking of community… At its core, your law firm’s branding should draw new clients. The audience who observes your firm’s branded elements should feel like they’re part of a community and create a shared bond with others in their same situation. That bond can push a lead to engage with your law firm or create new referral source opportunities.
No matter how your firm approaches it, find ways to encourage your clients to share their experiences with your law firm. It’s a powerful approach to community-building that serves the dual purpose of building brand exposure and brand awareness.
4. Utilize Your Data
Data can be utilized for businesses, both big and small. Chances are you already have several programs producing data for your law firm, from Google Analytics to your customer relationship management (CRM) system and more. The real question is, are you doing anything with this data to enhance your firm’s branding?
A strong brand strategy uses data by first defining which metrics matter most for your law firm’s success. Next, you need to figure out how to report from your data sources to measure your law firm’s progress towards your key performance indicators (KPIs). Over time your law firm can gauge how you’re performing against your KPIs and shift your strategy to achieve better performance.
Every brand strategy should reflect your law firm. By utilizing critical branding elements, your law firm can create a positive brand experience that attracts the right target audience to your business.
If your law firm is looking to strengthen your brand strategy, Law as a Business (LAB) Services can help. We work with elder law and estate planning firms on all aspects of marketing, including branding for your business.
Assess the health of your online presence.
During this recording, we will lay out the various factors to consider when assessing the health of your online presence, review how to take stock of its effectiveness and identify areas that could use some TLC.