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Does Your Law Firm Need a Brand?

Year after year, surveys of legal consumers show they don’t know how to distinguish one law firm from another when searching for legal representation. Firm A seems pretty much the same as firm B. What can you do to set your firm apart from the competition and to attract the clients you wish to work with? That is just what a well defined brand will do for your firm.

What is Branding?

Branding is best defined as the process of creating a unique and positive identity for your business in the mind of your target audience. Your target audience might be legal consumers and it also may include referral sources such as lawyers and other professionals. So how does a firm go about developing a brand?

The steps of branding your business include:

Figure out who you are and what sets you apart!

  • Understand why clients should work with you. Ask yourself, “Why do my clients work with me? What do I bring to the table that is unique and valuable?” A branding identity like a personal injury firm helping clients achieve justice is a start but it doesn’t really make your firm stand apart. A more defined branding statement might be, Compassionate Houston personal injury lawyers that have helped victims of industrial and oilfield injuries receive the compensation they deserve for over 30 years.

Define your customers and referral sources.

  • Before you can reach your clients, you must have a deep understanding of who they are.
    • What are their needs?
    • Do they tend to live within a defined geography?
    • What are their fears, pain points, goals?
    • Who might they reach out to for advice and a referral?
    • Where in the process are they when they initially reach out to you?
    • Are they at the scene of an accident, in a hospital, considering a divorce, ready to file for divorce, leaving jail and facing charges, under investigation? An experienced marketing agency can help you dig deep and figure out not only who your most valuable clients are but also how to reach them when they need you most.

Know your competition.

  • Now that you have examined your business strengths and weaknesses and your clients’ needs, it’s time to analyze your competition. What are their strengths and weaknesses? Determine how and where you are better equipped to serve your clients and make a clear contrast in your marketing copy. Make it clear why you are the answer to your clients’ problems.

As you develop your brand, focus on the values of your company and your team, and always put your customer’s needs first.

  • Do not make your website or marketing all about you and how great you are, although I am sure you are great! Focus on your value proposition. Strategic Alliance Marketing Group can help you define your brand and make sure you avoid common pitfalls in the branding arena.

Once developed, your brand must be utilized consistently across all advertising and marketing materials, online resources, and social media outlets. Consistency builds a brand! The marketing experts at Strategic Alliance Marketing Group have helped 100s of law firms and small businesses to define and make the best use of their brand. If you would like help with branding and brand implementation, contact us today to schedule your free initial consultation. We look forward to hearing from you!



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