Your brand is consistent and precise representation of your services that allows potential clients to understand your company’s offering.
In other words, branding is vital for any successful law firm. Furthermore, the most important aspect of your brand is knowing what will resonate with your potential client.
When branding your law firm, consider the following steps:
Build your brand statement
Branding your law firm should start with writing down a brand statement.
It should be in a form of a short explanation of who is your company and who does it serve. Besides that, it should include the most important adjectives that describe your business approach.
Creating your brand statement will give you a deep understanding of who your company is and who your clients are. Defining your brand should include setting up some starter attributes your company should follow.
Have in mind that your brand should be:
- Consistent across all touchpoints: Your law firm’s website and social media should look like they belong to the same firm.
- Clear in its messaging: Your potential clients should recognize immediately your brand through your communication.
- Relevant to your target audience: Understanding your audience’s needs and what type of branding will work best for your firm.
- Different from your competitors: Positioning your brand as unique in order to differentiate from the competition.
Implement branding elements
After covering basic concepts of branding, list current and desired branding elements. Branding elements include: website, logo, direct emailing, billboard ads, social media channels, client reviews, media presence etc. Evaluate existent branding elements for how deeply they align to your brand standards and upgrade those who need your attention.
Inevitably, your website is going to be a virtual display of your offering and almost all clients will view it at some point. Therefore, ensure the design matches the criteria your audience expects. This will help you align your offering to the expectations of your target market.
For example, if you have an outdated website, you should consider rebranding. That way you will maintain consistency across all channels and level up your customer service.
Make a plan
At this point you have an idea what your law firm brand should look like. Moreover, you are also familiar with the branding elements that need to be developed.
The final step is to prioritize your efforts based on your budget and the amount of work that needs to be done.
Building a brand can mean making minor updates to your website or completely redesigning your logo, website and branding materials. Besides, it can mean you need to optimize your social media content or build a brand new social media presence.
Whatever your needs are, create a realistic plan and make sure you have all the resources. In addition, be prepared that branding strategy is not a short-term process. Whatsoever, it can take years to match your law firm brand with your vision.
Aligning business objectives, target audience’s point of view and your branding strategy is crucial to your law firm success.
When building a strategy for your law firm brand, try to make decisions that will resonate with your target audience. This will help you define successful strategy for your law business.
Most important, be honest about who you are and try to be unique in order to differentiate from the competition. Don’t forget that brands evolve so make the time to re-evaluate your branding and rebrand, if nedeed.