Check out the key steps when starting your law firm.

How To Start a Law Firm [A Beginner’s Guide]

Check out the key steps when starting your law firm.


In order to start a law firm successfully, you must possess the necessary skills to run a business. Running your business will require you to face different problems than practicing law. However, there are many benefits to being a business owner, including:

  • The ability to do more than practice law. 
  • Controlling when choosing your clients.
  • The chance to develop a business model that works for you, your clients and your team.

In further text, we will highlight some important steps to get you started in the right direction.  

How to Start a Law Firm

Define The Reason

Start a law firm by understanding the reasons behind your decision. Begin with considering what attracts you to being a law firm owner. Your business should exist to serve you and allow you to fulfill your vision and your career goals. Hence, you should build a business that helps you fulfill your personal goals and provides exceptional client experiences. Knowing why you want to start your firm will help carry you through the hard times and make the good times much more rewarding.

Create Business Plan Framework

Create an executive summary of your plan detailing the focus of its practice as well as goals and objectives. Focus on your strengths and weaknesses as a lawyer to choose the best fit. Choosing a clearly defined practice area, such as bankruptcy or family law, will help you build your credibility faster and network more.

Your business plan should include forming your mission statement, knowing the competitive advantages of your firm, planning the financials and the marketing strategy. This will give you a clear vision of what your business will look like and a plan for the future. Your vision should be clear, measurable and the foundation for your law firm’s key performance indicators.

Form Your Entity

Depending on how you intend to manage your firm, decide on the organizational structure. For example, solopreneurs can choose sole practitioner, professional corporation and single-member LLC entities while multi-member firms can select a professional corporation, partnership, LLC and LLP.

Consult with both a business lawyer and an accountant on what type of entity you should form. Your entity selection will affect many business functions, including taxes and your exposure for business debts and other liabilities. Some of the more common entity types for small to medium-sized law firms are sole proprietorship, limited liability partnership, professional corporation and limited liability company. Once you form your entity, file for a federal Employer Identification Number (EIN).

Accordingly, choose a name for your law firm based on your expertise or name the practice after yourself. If you’re opting for a creative name based on your expertise, make sure it’s not misleading. For example, if you use the words “and Associates”, it violates the Rules of Professional Conduct if there are no associates in your firm. Similarly, the use of “Group” violates the rule if the practice comprises a sole proprietor and no other lawyers.

Organize Office Space

Look at various locations and office spaces before settling for the one that fits your needs. Having your own dedicated physical office space remains important for a variety of reasons. For one, you will need a professional setting in which to meet with clients and run your business. Additionally, it is necessary to have a physical location with a unique address or suite number in order to rank well organically in search engine results. With an office, you’ll need office furniture, supplies and equipment such as printers, computers, business telephone etc. Read how to best brand your office.

Develop Client-Centered Services

After you’ve defined your vision, decide on a strategy to attract the right clients and serve them properly. Reframe your law firm from your client’s perspective and incorporate it into your future strategies. Strive to create a client experience that shows you understand who they are and what they need. Most importantly, show them you can provide them with a solution to their problems.

Adjust your marketing strategy when starting your law firm.

Adjust Your Marketing Strategy

Your marketing should be part of a larger, strategic plan. Take the first step in your marketing strategy to define:

With these questions answered, you can start putting together a strategy. Branding and developing your marketing strategy takes time but is critical for the growth of your new law firm. Investigate all potential marketing avenues for your firm and implement those that work best based on your firm’s overarching goals. Adjust your marketing strategy based on measured results you can compare against your law firm’s key performance indicators.

Create Your Unique Company Logo

Your entity needs to have a professionally designed logo and appropriate typography. The logo will, along with its colors and font, determine the tone of your marketing materials. It should, therefore, be considered the starting point for all marketing decisions for your law firm. Accordingly, your law firm logo should be designed very early in the process of creating your new entity. Once your entity is formed and you have the basics completed, you can begin using your logo to flesh out the rest of your core marketing channels, such as a website, social media accounts and online directory listings.

Build a Company Website

Your potential clients are looking for legal services use Google to find a lawyer. Thus, your business website should be the main reference for people looking to check the credibility of your firm. Use it to demonstrate your authority and expertise, as well as drive traffic and inquiries for your law firm. Include your unique value proposition and make your law firm website both functional and accessible to all. By understanding the importance of a high-quality law firm website, you can convert your visitors into leads for your firm.

Utilize Technology

Make sure to have systems and procedures and the right technology in place to consistently deliver a superior client experience. Hence, create goals and determine the best way for your technology to support those goals. Find the tools that allow you to solve problems and buy technology based on your workflows. Define your ideal systems and processes and buy the right software to support those systems. Make these goals a critical part of your overall strategy. 

Plan Your Finances

As a business owner, you will have to be informed about whether your business is making a profit. You will want to know that your firm is financially healthy, and if not, what levers you’ll need to pull to change things. Set attainable goals for your practice in the areas of budgeting, marketing, hiring, revenue forecasting and work toward achieving them. While planning your finances, don’t forget to set money aside for taxes, business registration fees and other licensing fees. Research the various business tax liabilities in your state and when these liabilities are due. Ensure that you have allocated sufficient funds to meet these obligations. Developing financial skills now will power your new law firm with financial health and stability.


To start a law firm successfully, focus on building your firm around your goals, the solutions you want to offer your clients, and your workplace culture for your future team built around your values. Keep in mind that your firm should offer client-focused services, stay current with technology and use profit-oriented business models. These are the key elements to building future-forward firms. Be ready to put in the time and energy to get your business off the ground. Finally, believe that everything you accomplish each day is investing in the future health and well-being of your firm.

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If you require guidance with setting the foundation for your business, contact us today.

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5 Laws Of Branding To Elevate Your Business


Your branding is the foundation of your business success. Thus, it requires a specific set of actions to nurture it. Moreover, it is shaped by other people’s perceptions. The more reputable your brand becomes, the more willing people are to trust you. Ultimately, they are more willing to pay for your services. Here are the 5 laws of branding to elevate your business:   

1. Focus on one specialization (niche)

If a customer cannot describe what your brand does concisely, it means your branding is weak. Thus, concentrate on what your brand will become known for. This will avoid creating confusion among your customers over what your brand is and what you are offering. Start with a clear understanding of who your customers are and what you can offer them. Carve your ideal buyer persona and align your future strategies with that persona in mind. By focusing on one customer base, you can build trust and create messaging that resonates with them.

2. Become an expert within your field

Becoming a leader in your field will help to build brand authority. Consequently, this will increase your reputation and make it easier to develop trust in consumers. Leadership can be developed through the quality of your services, your messaging and content marketing. Content marketing can ultimately help you increase brand exposure, further building your brand’s authority.

3. Develop an appropriate brand personality

By fostering an appropriate personality for your brand, consumers will relate to your business on a personal level. Consequently, it will become easier for consumers to engage with you and trust your brand. Personality can be developed through your marketing efforts, especially through your brand voice.

4. Make your brand distinctive

It’s important to make your brand distinctive so that it stands out from the crowd. By positioning yourself as the go-to brand for a specific audience, you will establish credibility. Ultimately, this will result in a more focused business and increased clients.

5. Make your brand visible

Increase your brand exposure by implementing a variety of marketing strategies. For instance, include SEO optimization to increase your visibility on search engines. Furthermore, use social media marketing to increase your exposure among potential leads. In addition, practice content marketing or even try traditional outbound marketing. For example- TV commercials or newspaper ads. As a result, you will put your brand out there to ultimately reach the right clients.


Your branding should stand out as unique and trustworthy. Moreover, it should grab your ideal customer’s attention immediately. Furthermore, it should transform first-time buyers into lifetime customers. Ultimately, it should make a memorable impact and take your business to the next level. Follow these laws to elevate your branding and overall business.

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Check out upcoming branding trends for 2022.

Upcoming 2022 Branding Trends [Expert Predictions]

“Designing logos in the digital age requires the logo design to be simple, in order to be instantly identified. A good logo should also be able to adapt to any size while retaining its communicativeness and aesthetic values.”

Check out upcoming branding trends for 2022.


Proper branding creates a lasting impression and differentiates a business from its competitors. When done right, effective branding fosters deep loyalty between businesses and consumers. Thus, creating a strong, relevant and recognizable brand is essential for growing your business. Branding represents a complex combination of several elements. To name a few- brand voice, tone, color palettes, font choices and story.

Being one of them, design is an essential part of every branding. Moreover, it plays a key part in recognizing one’s business. Changes in design trends, the economy and online etiquette all create shifts in branding trends. Hence, to stay relevant, brands need to keep up with the latest branding trends. In the list below, we explore the upcoming 2022 branding trends:

Logo Adaptability

If you want to be noticed in the digital age, you will need to have a website. Also, to be present on several social networking platforms as well. The importance of having a logo that can be easily scaled up or down will increase in 2022. Because of this trend, many companies will choose to create shape-shifting logo designs.

Logos should be able to change in size, complexity, or color. Depending on what you are using them for. For example, you can have a master logo that you can use for your website. Or create a simpler icon for your Instagram account. Different versions of one logo will provide a variety to the brand’s visual identity increasing the chance of brand recall.

Bold Typography

Choosing the right font or typeface is an integral part of the branding process. Consequently, you will be able to convey a powerful brand message that suits the tone of your brand. The most popular fonts for logos in 2022 will be:

  • Rounded Sans Serifs
  • High-Contrast Serifs
  • Quietly Quirky
  • Fluid and Simple Scripts
  • Rustic Serifs
  • Strong and Simple Sans
  • Chubby Retro


As one of the 2022 branding trends, minimalism continues to effects overall branding. Users want direct communication and want to put it in minimum effort to understand a brand. On the other hand, the brands need to make sure that they communicate with clarity. Basic shapes, simple text, limited color palettes and empty space are key elements to create an uncluttered aesthetic.

A formula for the success of simplicity is based on three pillars – practicality, comfort, and aesthetics. Design navigation should be simple, following a logical order and highlighting vital information correctly. Eliminating unnecessary information will provide the viewer’s eyes with the chance to rest.

Branded Memes

Branded memes are one of the known 2022 branding trends. Memes have become their own form of digital communication. There are a way to respond to relevant and current events, with a sense of humor. As a permeated mainstream communication, memes are an engaging way for brands to reach new audiences. Thus, in 2022, leverage the power of memes in your email newsletters, on social media, in videos and blogs. 

Online Communities

The previous year has made online communities an important part of branding. Communities provided consumers with social connections and a trusted, safe environment. There, they can interact with others and the brands they care about. They will stay relevant in 2022 for audiences and connected with both the brand and each other. Creating an online community for your audience can be a great way to connect with your audience. Ultimately, it can be a great way to increase brand awareness.

You can do it by inviting people to a Discord channel, Facebook group or exclusive virtual events. That way you can facilitate a sense of community. Moreover, building an online community can prove beneficial to your company’s ROI. In addition, it is also a great way to understand the wants and needs of your customers. Consequently, you can alter your future strategies based on the freshly gathered data.

Online communities are one of the trends for 2022.

Personal Brand Monograms

Monograms are one of the increasingly popular 2022 branding trends in the design field. Especially for individuals that have needed to brand themselves as a business. Moreover, they give the feeling that shoppers are buying something special. By uniting two or more initials in a single symbol, they’re a strong statement of who you are. They’re versatile enough to slot in the middle of business cards or the margins of web pages. Ultimately, that flexibility can help viewers appreciate your versatility.

Social Media Branding

In 2022, brands will try to exploit the most out of social media platforms. Social media has become a hotspot to attract leads or customers. Thus, brands will need to have a separate strategy for all mediums. Content, posting frequency, audience engagement, and even paid ads plan will vary for each social media. Having official hashtags, exclusive online communities, or message boards are some strategies for brands to think of.

Humanized Brand Personality

Brands should communicate as human as possible to establish a strong connection with the users. Hence, start responding to every comment on your posts and engaging with users. This helps in portraying the humane aspect of the brand and connecting with customers like peers. Attaching a personality to your brand is one of the timeless brand marketing trends. Humanizing your brand makes it easier for customers to trust you. Ultimately, this can help you become more approachable.

Technology-Based Brand Strategy

In 2022, brands will be using technology to stand out from the competition. Voice assistants, chatbots, and data analytics are other technologies that brands are starting to use. These will allow them to create better experiences for their potential customers and existing clients. In addition, it will help them make stay relevant in this fast-paced landscape. Hence, think about how your brand can offer real-life experiences to people sitting at home. Figure out which technologies work best for you and your customers and exploit them to the maximum. Tech-driven branding strategies will help you adjust according to the demands of customers more efficiently. Accordingly, technology use will allow you to craft data-driven campaigns.

Data-Driven Influencer Branding

Influencers will play a big part in modern brand marketing strategies for 2022. If you can get the right influencer, you will reach audiences that are interested in your niche. These people have already established themselves as an authority in their field. Moreover, they have an army of engaged audiences. In addition, influencers who speak for your brand will make it more trustworthy in the eyes of new leads. Influencers will become an integral part of the brand. Consequently, this will help position them as brand ambassadors and attract customers.

Brand Activism

Demonstrating how you’ve committed to the things you believe in has never been more important. Consumers want to interact with brands that share their values, from sustainability to social justice. Hence, find the best way to communicate your commitment to making positive change. Revisit your mission and vision and align them with your buyer persona. How your values and beliefs system fit in your audience’s life will determine whether they identify with your brand. Ultimately, if they become your loyal customers.

Brand activism is one of the trends for 2022.

Branded Visual Content

Branded visual content can improve company name recall and capture your audience’s attention. Producing visual content offers a more subtle form of advertising, which many consumers nowadays appreciate. Hence, brands need to realign their content generation and marketing strategies. That way they can produce more visually appealing content with subtle marketing. In addition, branded visual content allows them to generate new leads more effectively on social media.  

Official Hashtags

Official hashtags have become essential in the past few years and will continue to be in 2022. By using the official hashtags, you can extend your reach to gain new followers. They allow you to monitor how your consumers perceive your brand. Making it easy that way to formulate how to approach them. In addition, having specific hashtags for particular services allow you to see their impact on your customers. The use of branded hashtags for specific campaigns and ads will help you find user-generated content easier. With these, you can turn your loyal customers into brand ambassadors and boost trust in new clients.

Brand Authenticity

Brand authenticity is another one of the upcoming 2022 branding trends. Creating an authentic brand image is critical for modern businesses. The majority of statistics show that consumers would much rather do business with companies that are honest. As such, you can help customers learn a little bit more about what your brand does. Brand authenticity builds customer trust and consequently, improves brand reputation. Customers want honesty so you should do your best to be transparent about your operations.

Socially Responsible Branding

Consumers like brands with social responsibility campaigns because it allows them to make more purposeful purchases. In fact, 71% of customers purchase from organizations that shared their cause. Hence, strive to let your customers choose which advocacy to support with each purchase they make. As a result, it will attach a sense of purpose to their sale. Finally, it will make them feel like a part of something bigger. Committing to socially responsible branding can help in building a sense of community among your customers. Accordingly, it will keep improving retention in the long run.  


Branding is all about perception and trends in branding evolve to meet the perception of consumers. Now more than ever, brands need to be more thoughtful and conscious in their representation. Using the techniques above, keep up with connecting with your customers and audiences. Ultimately, by tapping into the 2022 branding trends, you will secure your position in the market.

We help businesses grow and progress.

If you require guidance with your brand strategy, contact us today.

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Learn how to choose the right law firm font for your brand.

How to Choose the Right Law Firm Font

Learn how to choose the right law firm font for your brand.


Solid brand font selection is the glue that ties your whole organization together. Law firm font tells your brand story by bringing a voice and personality to your work. They also communicate emotions and feelings to your customers. A good font can engage and connect with your audience and communicate a certain personality. In addition, the right law firm font will help you deliver the right message consistently. When choosing the right font for your brand, consider the following factors.

Understand your Brand Personality

Define your brand personality before you choose a font. Your font will nonverbally communicate your company’s tone. In addition, customers will relate with and remember you for your brand personality. Hence, all of your brand components should align with your brand personality. These include your brand voice, color scheme, logo design and brand fonts. Hence, think about how you’d like your brand to be perceived before you determine your brand fonts.

List the Brand Fonts you Admire

Look up brands you admire and take note of their typeface branding. Notice the impression that different lettering styles can have on a viewer. Furthermore, explore how different lettering shapes or styles can evoke particular feelings. Ultimately, this information will help you make your final choice. 

Understand the Personality Traits of each Font Category

Font categories are classifications that help designers choose, pair and identify fonts. Each category has its unique traits. These traits are sometimes referred to as font psychology. Moreover, each font delivers a different message and has different strengths and weaknesses. Hence, understand these categories for it will be critical for finding the right fonts for your brand personality.

5 Basic Font Classifications and Their Personality Traits

Serif Fonts

Serif fonts are classic, traditional, and trustworthy. Some perceive them as formal, practical and serious. Moreover, they can come across as corporate as well. Serif fonts are a good choice for extended paragraphs of text—like books, brochures, and fine print. That’s because they are highly legible and our eyes are accustomed to their shape. The most popular example is Times New Roman, the default font for Microsoft Word. 

This font classification can help you choose the right law firm font for your brand.


Sans-serif fonts are modern, clean and minimalistic. They are great for general readability and work very well for the fine print. Moreover, they also have the added benefit of working well in lower resolutions. This ultimately makes them perfect for digital uses, including websites and e-readers. In addition, these fonts always bring strength and clarity to any project they are featured in. However, different weights of the same font can offer drastically different tones. For example, thick sans serifs are masculine and hardworking, while the thin line version looks glamorous and noble.

Slab serif

Slab serif fonts are bold, quirky, and confident. These fonts bring an old-school charm to a project or brand. They are usually better for logos and headers, rather than extended text. However, they are still easy on the eyes.


Script fonts are elegant, intuitive, unique and they look like cursive. Much like handwriting, there are a vast array of unique script fonts available. They range from calligraphic styles to down-to-earth styles that mimic handwriting. The first ones can be found on wedding invitations, whilst the second ones are very popular amongst bloggers. Ultimately, these fonts are decorative and not suitable for long paragraphs of text. However, they provide a personal touch.


Decorative or display fonts are stylized, distinctive and dramatic. Their forms can be specific to a genre, time period, or style. In addition, they evoke very particular feelings in a reader. However, be careful when using display fonts. For instance, they are never a good choice for secondary fonts or for body text fonts.

Be Aware of your Budget and Licensing Requirements

There are several ways to find typefaces that you like. You can scour open-source options that are free, license others for a fee or develop your own. Expectedly, there are pros and cons to each. Deciding which to use depends on your brand’s unique needs now and in the future.

Pay attention to your licensing requirements when choosing law firm font.

Open Source (Free Typefaces)

Open source typefaces are free and easy to use. However, they are generic and can be limited. They are a popular option for startup brands because they’re easy to find and experiment with. Mostly, they are web-friendly, ensuring consistency across platforms. However, the generic look and basic styles add very little to your brand identity. Since anyone can use them, they can be found everywhere. Ultimately, this makes it harder to distinguish your brand.  

Some of them are:

Font Squirrel

Font Library

Google Fonts

Fontface Ninja

Open Source

Type Navigator

In addition, check out some of the most used Google Fonts on Lawyer websites.

Primary (Typefaces You Pay For)

There is a huge variety of primary typefaces. Moreover, you can find many reasonably priced options. In addition, they provide you with more creative freedom and flexibility. There are many more styles available, which may be better suited to your brand identity.

While the typefaces are generally less expensive, licensing can add up if you:

  • Are working with freelancers or additional collaborators who will need their own license.
  • Need to license multiple fonts within the same type family (e.g, bolds, italics, etc.).
  • Are working with different platforms (e.g, you need licenses for desktop, web, mobile apps, e-pubs, etc).

Some of them are:


Linotype Library of Fonts


Custom (Typefaces You Design)

Custom typefaces are entirely unique, designed for specific applications. However, they are costly and time-consuming. You can craft a completely unique visual language, designed for your specific brand and its needs. However, building a robust typography library from scratch requires a tremendous amount of work.

Finding the right designer and getting everyone to agree on the final design is also a project itself. Still, many brands have done it. Moreover, they consider it a worthy investment both for their brand power and bottom line. For example, Microsoft created Segoe, NFL created NFL Endzone Slab, and Netflix created Netflix Sans.

If custom is for you, here are a few places to start:



Font Shop




Commercial Type

OH no Type Co

Delve Fonts

Check out the best lawyer branding fonts to help you choose law firm font.

Pair Your Brand Fonts to Match Your Brand Personality

How you pair the law firm fonts play a huge role, too. There’s a ton of style variation within each category that impacts the vibe of each font. Fonts are most powerful when used in opposition and support of other fonts, especially ones that provide contrast.

There are two basic ways to do this. You can use two complementary fonts from two specific categories. The other way is to mix two styles from the same family. Whichever method you choose, make sure your fonts have a proper hierarchy. Typographic hierarchy is the ordering of your fonts to best communicate specific information. Consequently, the reader should be able to understand it with ease.

Here are some law firm font pairing options for different brand personalities:

  • Pair a bold serif header with a nondescript sans-serif subheader. That way you will achieve an approachable yet trustworthy feel.
  • Use a single, minimal sans-serif font for a modern, professional, corporate look.
  • Apply thin, stylized, sans-serif fonts for a high-end, elegant feel.
  • Use a single traditional serif font for a conservative, trustworthy feel.

If you need extra help with color pairing, Canva’s Font combination generator can help you get started.

Make Sure Your Brand Fonts Meet 3 Basic Requirements

Brand fonts must be flexible

Make sure your brand fonts work well for every medium. This iincludes print, web, and mobile. Moreover, check if you have the proper licenses for each application. In addition, make sure you mockup designs for each medium. For instance, your product packaging design, your blog, external presentations and social media images. The right law firm font will provide versatility and deliver consistent brand expression across every touchpoint.

They should have multiple font weights

Multiple font weights (i.e. light, regular, semibold, and bold) are critical for building a clear text hierarchy. Hence, use different font weights to differentiate between headers, subheaders, body text, callouts, and quotes. Apply this in both print and online media. Furthermore, don’t forget to specify these steps in your brand style guide.

Brand fonts must be legible

Finally, your law firm font must be legible. Your audience should easily read and understand any text styled in your brand fonts. This includes uppercase or lowercase, large or small, numbers or letters.

Best Law Firm Fonts

Gill Sans

Gill Sans is characterized as a warm and human sans serif family font. It is considered by many to be British in tone and concept. However, it has been used in virtually every country and in nearly every application imaginable. Gill Sans has an exceptionally distinctive design with an almost limitless potential range of use.

For example, Light is open and elegant while a Regular has a more compact and muscular appearance. Its Bold styles have vivid personalities, but each of them would make an eye-catching headline. In addition, it is often paired with serif fonts like Gill’s own Joanna. Or modern offerings like Frutiger® Serif, Malabar™, Syntax® Serif, FF Scala®, or DIN Next™ Slab.


Sentinel is a slab serif typeface that makes an excellent font for display use as well as body copy. It provides powerfully effective typographic logos, custom fonts and type solutions for all varieties of business. All Sentinel Typefaces are designed to have lasting artistic value. Moreover, they are crafted to the highest level of technical quality. This font is considered to be a fresh take on a lovely and useful historical style. It goes well with Ideal Sans, Whitney, Gotham, Knox background, Clarendon, Bodoni, Tungsten, DIN and Trade Gothic.


This is a sans-serif font that gives a unique look to designs and makes them more attractive and stylish. Helvetica has been one of the world’s most commonly used fonts. Both in advertising and publishing and in urban signage. This font has been liberally splashed across logos, signage, posters, and clothing. Accordingly, Helvetica is also one of the most widely used typefaces in corporate logo design.

To name just a few—BMW, Fendi, Jeep, Nestlé, Panasonic, Skype, Target, Tupperware, and more. It was the system font of choice for the first iPhone and continues to dominate the world today. It goes well with Helvetica Neue, Lucida Grande, Georgia, Crimson, Doctrine, Roboto, DIN Next, Gibson, Benton Sans and Freight Sans.


Caslon is an Old Style serif typeface. It applies well to books or official documents that require large amounts of reading. A popular saying of typesetters is “When in doubt, use Caslon.” In larger sizes, Caslon can lend a touch of “class” as a headline or design element. Due to its classic “old world” look, it doesn’t always translate well into humorous, modern, or futuristic designs. This font was used for the Declaration of Independence and nowadays it continues to be popular on the web. It pairs with Brandon Grotesque, Effra, Myriad Pro, Rosario, GT Walsheim and NY Irvin. Also, with Adelle Sans, Museo Sans, FF Meta and Wulkan Display


Gotham is widely made use of geometric sans-serif electronic typefaces. Gotham’s letterforms were inspired by examples of architectural signage of the mid-twentieth century. Hence, the font looks fresh and masculine and has a very geometric structure. Wherever the font is used, it received huge admiration and popularity from everyone.

Gotham provides a relatively broad style and design. It has been used in branding, editorial design, posters, and political campaigns. For example, you can use it for your website to make the content prominent. There are many alternatives to this font. For example- Proxima Nova, Avenir Font, Museo Sans, Montserrat, and a few others.


To conclude, choose a law firm font that conveys a cohesive identity and resonates with your loyal customer audiences. As a result, it can make your brand stand out by using your unique voice in your visual communication. In other words- brand typography is key to the message being delivered. The typefaces you choose can have a huge impact on the way your brand communicates.

By choosing fonts that reflect your brand’s values, you can attract the right kind of customers. If you need assistance with setting up your brand, check out our branding blog posts. Moreover, take a look at our branding design services and see how we can help grow your business. However, if you are ready to take the next step, schedule a free consultation and get to know us.

We help businesses grow and progress.

If you require guidance with your branding strategy, contact us today.

Fill in the application form below and schedule a consultation with us!

Learn how to easily build a positive company culture at your workplace.

How to Build a Positive Company Culture

Learn how to easily build a positive company culture at your workplace.


Company culture can be defined as a set of shared values, goals, attitudes and practices that characterize an organization. It’s the way people feel about the work they do and the values they believe in. Moreover, it’s how they perceive the company’s future and the way they participate in it. Collectively, these traits represent the personality or culture of an organization. It encompasses a variety of elements, including work environment, company mission and leadership style. Also, company values, ethics, expectations and goals. With a strong company culture, employees understand the expected outcomes and behaviors and hence, act accordingly.

Company culture is an integral part of business and affects nearly every aspect of a company. Without a positive corporate culture, many employees will struggle to find real value in their work. Consequently, this will lead to a variety of negative consequences for your business. Healthy company culture leads to higher productivity, better morale, greater employee engagement, more sales, lower turnover and more. 

One study found that 56% of workers ranked a strong workplace culture is more important than salary. In fact, more than three-in-four workers said they’d consider a company’s culture before applying for a job. According to another research, 88% of employees believe a distinct corporate culture is important to a business’s success. Hence, organizations that have strong, positive corporate cultures help employees feel and perform their best at work.

Benefits of Positive Company Culture

  • Strong company culture is one of the best ways to attract potential employees. A positive culture gives an organization a competitive advantage. People want to work for companies with a good reputation from previous and current employees. A company with a positive culture will attract top talents.
  • Employee loyalty. A positive culture will also help retain top talent as well for it fosters a sense of employee loyalty. Employees are much more likely to stay with their current employer when they feel they are treated right.
  • Job satisfaction. Job satisfaction is higher at companies with a positive corporate culture. Employers who invest in the well-being of their employees will be rewarded with happy, dedicated employees.
  • Employees are much more likely to come together as a team at companies with a strong culture. A positive culture facilitates social interaction, teamwork and open communication. As a result, collaboration can lead to amazing results.
  • Work performance. Strong company cultures have been linked to higher rates of productivity. This is because employees tend to be dedicated to employers who invest in their well-being.
  • Employee morale. Maintaining positive company culture is a guaranteed way to boost employee morale. Employees will naturally feel happier and enjoy their work more when they work in a positive environment.
  • Less stress. Positive company culture will help significantly reduce workplace stress. Companies with a strong corporate culture tend to see less stressed employees. As a result, this helps boost both employee health and work performance.

How to build a positive company culture at your workplace

Establish and Reinforce Company Core Values

Establish your company’s core values and put them into action. When practiced, core values become the cornerstone of healthy company culture. Programs and initiatives should regularly reinforce the core values that make up your company culture. Annual and monthly awards are one way to express gratitude toward your employees.

Focus on employee wellness

No organization can foster a positive culture without satisfied employees. Employees need to feel their best – physically, mentally and emotionally – to contribute to a positive culture. In many ways, employee wellness is a foundation for a positive corporate culture. Ensure that your employees have the needed resources, tools and on-site healthcare opportunities.

Focus on employee wellness in order to build a positive company culture.

Build-Off Your Current Company Culture

Build a positive company culture by enhancing the current culture you have. Ask your employees what they do and don’t like about their current culture and work environment. Afterward, use these suggestions to help create a positive company culture that works for everyone. 

Provide meaning

Meaning and purpose are more important in the workplace now than ever. Without it, job satisfaction drops majorly. And a company certainly can’t build a culture without any meaning behind its work. Create a mission statement and core values and communicate these to employees. Give them specific examples of how their roles positively impact the company, its clients and the overall community.

Set Company Culture Goals

No organization can have corporate culture without clear goals in place. Employers should gather with their team to create goals and objectives that everyone can work towards. Creating a company goal brings employees together and gives everyone something specific to work towards.

Moreover, how you communicate that goal has a big impact on company culture. Consider designing them rather as aspirational messages that define what the company is working toward. When a company’s goals align with those of its employees, great things happen.

Encourage positivity

In order to build a positive company culture, employers need to encourage positivity in the workplace. Express gratitude daily, smile often and remain optimistic during times of crisis. Even offering a casual dress code creates a fun and positive environment and atmosphere. Employees will engage more when they are accompanied by positive behavior in the workplace. 

Foster social connections

Workplace relationships are an essential element to building a positive company culture. If your employees don’t know one another and interaction is limited, your culture can’t grow. Hence, provide your employees with opportunities for social interactions in the workplace. Consider weekly team meals, happy hour excursions or even a book club to get things started.

Practice listening

An easy way to build a positive company culture is to be a good listener. Therefore, listen to employees, and make sure they feel their voices are heard and valued. Ask for feedback at every possible turn, whether it’s about company goals or how to better customer service. In addition, make sure you’re listening and acting on what your employees say. Don’t just wait for an annual review, instead, actively seek your employee’s feedback and suggestions

Practice listening in order to build a positive company culture.

Hire The Right People

The people you hire directly impact your business and company culture. Besides hiring people based on skill or need, consider how an individual will fit into the overall picture. For example, if your company culture focuses on teamwork don’t hire a person who hates working with others. Consequently, they can seriously mess or damage the flow you’ve established. 

Utilize Modern Tools

Try online solutions and mobile apps to reach your employees wherever they are. Consider communicating with your employees over popular tools such as Connecteam. This leading employee management app provide a powerful and robust mobile-first communication and engagement platform. Utilize Connecteam’s features to build upon your current company culture and enhance it further.

For example, use it to send updates to all employees or share important information. For example- announcing employee of the month, achievements, positive reviews from clients and more. This way you can show your employees how much they matter and engage with them daily. Furthermore, instantly send surveys on any matter in real-time and use results to implement action plans.

Involve Your Entire Team

The general attitude of an organization’s workforce is one of the primary drivers of company culture. Getting the big picture stuff right goes a long way toward fostering a positive attitude. Make sure to demonstrate appreciation for everything your team does. Find out what motivates your employees and provide them with the opportunities they’re looking for. 

Providing your team with opportunities to pursue what motivates them can keep employees engaged and attitudes healthy. Even the best employees need help from time to time. Hence, make sure you’re offering plenty of support. Whether it’s professional or personal, prove that you’re there for your team when they need you.

Follow Company Culture Best Practices

Implement your company culture ideas and initiatives by following the next steps:

Start by setting an example. To ensure your employees’ practices align with expectations, their leaders must embody those practices every day.

Reinforce the type of behavior you want to see. Recognizing employees that live up to the company’s culture can have a huge impact on behavior (and culture).

Provide plenty of feedback. You can’t expect employees to modify their behavior if they aren’t aware there’s an issue. Giving honest feedback can be uncomfortable, but it’s key to a healthy culture.


Building a unique, positive culture is one of the key factors for a successful company. Also, it is the best way to get your employees to invest their talent and future with your company. When employees work within a strong company culture, they develop better relationships. Moreover, they are more productive and dedicated to meeting the bottom line. Therefore, be sure to cultivate a positive culture that enhances the talent, diversity and happiness of your workforce.

Building a company culture can be done with any budget, at any size company and within any industry. Whatever your financial situation, company size, and industry, building a great company culture is completely within your means. As long you invest genuine time and interest in the happiness and well-being of your employees. Consequently, positive company culture will grow.

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There are at least 21 different brand types. Check out some of them!

Different Brand Types in the Market

There are at least 21 different brand types. Check out some of them!


Brand types are categories of brands that share the same strategic approach to shape their competitive positioning. In other words- they are strategic ways that brands compete and are positioned relative to each other. Some of the brand types overlap while some characteristics should be embraced by all brands. For example, all brands should offer good service.

Brands come in all sorts of various shapes and sizes with various qualities, advantages and disadvantages. There are at least 21 different brand types on the market today. And each one of them has something different to offer. In order to fully understand how industries work or what brands can offer us, we need to differentiate them.  

Personal Brand

Personal brands are also known as individual brands. They are brands that a person has built around himself/herself to promote his or her career opportunities. Personal brands are often not related to a specific business model, which is necessary to commercialize the strategy. Celebrities are the most common examples of personal brands.

For example- people like Martha Stewart, Oprah Winfrey Mick Jagger. It may be composed of a few individuals, where the branding is associated with different personalities. Nowadays, personal branding offers tools and techniques for anyone to create a brand around themselves.

Product Brand

The most common type of brand is a tangible, individual product. Typically, product brands are associated with tangible products. For example- cars, household goods or lifestyle products. This can either be specific (individual product) or cover a range of products (product range).

These brands consist of emotions and ideas that can be associated with a product. Thus, the associations exceed the functional capability of the product and rely more on the public impression of it. Product brands are very common in FMCG industries, for example- Tide detergent.

Service Brand

Service brands are quite similar to product brands. The main difference is that they focus on service rather than products themselves. In other words- a service brand is just a brand that is defined by the service it provides. They are harder to develop since services are less tangible than products. 

Most of the time, these brands have to associate positive emotions with themselves to succeed. There are also new online service brands, for example, subscription brands. They have influenced changes in loyalty and technology expectations. In essence, they rely on the user experience and perceived value to promote their services.

Uber, Lyft and Airbnb are some of the biggest service brands to grow to prominence in the last few years. Along with several others developing a hybrid service brand identity. For example- Dollar Shave Club, Quip or Blue Apron. 

Service brands are characterized by the need to maintain a consistently high level of service delivery. They need to develop and maintain a strong positive image and customer interactions. The service brands list includes the following:

  • Classic service brands (such as airlines, hotels, car rentals, and banks)
  • Pure service providers (such as member associations)
  • Professional service brands (such as advisers of all kinds—accountancy, management consultancy)
  • Agents (such as travel agents and estate agents)
  • Retail brands (such as supermarkets, fashion stores and restaurants)

Corporate Brand

The company which delivers products and services is known as an organizational brand. That’s because it is closely related to the organizations that stand behind them. Fundamentally, these brands define those organizations. Moreover, they reassure the consumers of the quality and the service of the companies. Most often, corporate brands have all the necessary capabilities and assets to meet the needs of the consumers. Furthermore, they have a global or a local frame of reference, performance records and citizenship programs.

Mercedes and the U.S. Senate possess strong organizational brand. In addition, each has associated qualities that make up their brand. Organizations can also be linked closely with the brand of an individual. For instance, a particular celebrity. Hence, watching that celebrity reminds you of that brand. For example, the U.S. Democratic Party is closely linked with Bill and Hillary Clinton and Barack Obama.

Investor Brand

These brands are applied to the brands which are listed publicly and to the functions of investor relations. They are often seen as investments but also as performance stocks. Thus, for these brands to succeed, investors have to blend their strategic and financial knowledge. In addition, they have to work on their purpose and value proposition. The main objective of an investor brand is to get investments from the public. in addition, to gain an increasingly high reputation via CSR. As a result, it attracts more investors and increases the share price. 

NGO or non-profit brand is one of the brand types you should check out!

Non-Profit Brand (NGO Brand)

A brand dedicated to more than fundraising but rather to driving social missions is called an NGO. NGO brands are usually frowned upon in the non-profit community. These brands are important because they are competing to get a bigger cut of the philanthropic pound. Thus, these brands are not just looking into fundraising to gear their social missions forwards. They are also paying attention to value models. Greenpeace is the classic example of an NGO which works only for promoting environmental problems.

Public Brand

A brand that is owned and managed by the government is called a public brand. At times even, the government is seen as a public brand in the eyes of people. Basically, these are brands related to the way the government is acting towards citizens and entities. Even though we cannot associate consumer choice with these brands, they do still exist. Moreover, they are vital for boosting people’s trust in the way government does its business. Such brands are Google and Facebook, which are also called embedded brands. 

Activist Brand

These brands come with a purpose that’s always related to some social cause. However, they promote their purpose so well that their consumers opt for them. Mainly because they’ve distinguished themselves in their minds. A good example is Body Shop, which is completely anti-animal cruelty. Another example is Benetton which has been fighting global issues and bigotry throughout its existence. This brand is synonymous with its purpose where the alignment defines its uniqueness and the minds of customers.

Geographic place Brand

To attract tourists, residents, investors and even businesses, destinations can build a brand around themselves. Certain landmarks that have distinct key qualities can be seen as identifications of a brand if utilized correctly. They are also known as city or destination brands. They capitalize on the feelings that a region builds in order to associate itself with related ideas and concepts.

Geographic branding is used frequently to attract commerce and economic investment, tourism, new residents and so on. “What happens in Vegas, stays in Vegas” or “Visit Denver “are great examples of this brand type. A perfect example would be 221B Baker Street in London which is associated with Sherlock Holmes.

Ethical Brand

Businesses can build ethical brands and use them in two different ways. They can use them to describe which practices a brand uses to improve the overall business. For example, an ethical brand might devote its work to CSR and worker safety. On the other hand, ethical brands can denote quality marques. These are important, as they reassure the customers that the brand is responsible. A good example would be Fairtrade. Moreover, most ethical brands are a part of NGOs, like the Trade Network and WWF’s Global Forest.

Celebrity brand is one of the brand types you should check out!

Celebrity Brand

Celebrities can also build brands around themselves. Nowadays, celebrities can endorse products, become brand ambassadors and get associated with brands via product placement. For example, a celebrity can wear a dress by an ethical designer and associate themselves with a good cause. Another example is the association of Angelina Jolie and Brad Pitt with UNICEF.

Ingredient Brand

Some brands opt to collaborate with ingredient brands so as to increase their value proposition. These brands can add more to the mix in terms of quality and manufacturing. They are the feature elements of the bigger brand and can lead to more sales and more followers. Because they are combining their fans with another brand’s fans. Some of these brands are Teflon, Gore-Tex and Intel.

Global Brand

This brand is based all over the world and is well known and renowned on a global level. Their business model most often relies on availability, familiarity and stability. However, these brands often have to adjust to the changing cultural tastes and expectations to stay relevant. Furthermore, it is essential that they have homogenous offerings all over the world. Examples include every multinational brand like Google, Microsoft, Apple, McDonald’s, Starbucks etc.

Generic Brand

Just as the name says, these brands have lost their distinctive traits and are plain and generic. There are three forms of them. First, a Generic brand that has been used so extensively. As a result, it has been passed as a verb to define the entire category. For example- Xerox, Jet Ski, Sellotape. The replacement of a common name by the generic brand itself says about its success in the market.

Next, brands that are on the verge of ruin, as they’ve lost patent protection, for example. These brand types are specific to the healthcare industry, as the competition there is fierce. The last form of generic brands is the one that has no brand value at all. These brands have unlabeled and unbranded products. In addition, they feature a functional description instead of a brand name.

Luxury Brand

These are usually designer brands whose products can serve as status symbols. That’s why most people tend to aspire to buy luxury brands so that others can admire them. Luxury brands form a niche market for selected customers. Moreover, luxury brands are often endorsed by their consumers via stories, associations and quality. Nevertheless, they are vulnerable to market shifts, as well as changes in consumer confidence and perception.

Luxury brands are always being pressured to create affordable products, as most people cannot afford them. However, they do not engage in reducing the price but are rather dedicated to providing premium service to customers. Rolex watches are the perfect example of a luxury brand.

Cult Brand

Instead of customers, cult brands usually have fierce followers. Moreover, they pick fights with their market enemies. They challenge them, just as the challenger brands do. However, real cult brands usually focus on their own obsessions and passions. Rather than on what their competitors are doing. They set the rules their followers comply with. Furthermore, when marketing their services, they do so in such a way that others flock to them. They rarely have to chase people to pay attention.

Clean Slate Brand

Clean slate brands are actually the pop-up versions of regular brands. As such, they don’t have any proof that they’re good nor are they well known. However, they move fast to give their consumers something new and modern. Thus, they can become quite popular over a short period of time.

Private Brand

Private brands are known as private labels, own brands or store brands. These are actually brands that are trying to weaken the name brands’ asking prices. Instead of offering value, these private labels focus on OEM-sourced, value-based retail offerings. As such, they don’t inspire a huge level of loyalty or appeal among consumers. 

However, if they work on those aspects, they could increase their value. Moreover, they could play a bigger role in the part of the market that focuses on the “affordable premium”. Private-label brands exist among retailers that possess a particularly strong identity (such as Save-A-Lot). Private labels may denote superior, “select” quality or lower cost for a quality product.

Employer brand is one of the brand types you should check out!

Employer Brand

These brand types focus on employee value proposition and deal with high-quality staff employment. In essence, these brands are doing their best to better the recruiting process. Furthermore, some of them also expand on those efforts by developing a productive and healthy work culture. Nevertheless, even though employer brands seem like a good idea, they are often just that — an idea.

Most companies have a huge HR staff that has to handle the whole recruiting process. This means that the employer brand doesn’t have a real purpose in the end. Moreover, marketers are rarely interested in solving people’s issues. Thus, the satisfaction rates in many corporate cultures around the world are poor and need improvement.

The success of a company depends on the best staff and the ability to retain that staff. Employers need to provide all the functions to the cause in order for them to be retained in the organization. A better staff not only adds value but also grows the organization along with themselves. Google is one of the highest-rated employees and employees are found to love their jobs.

Event Brand

Event brands produce events that deliver a consistent branded experience to their attendees. As a result, it creates long-term consumer loyalty in return. It is typically strongly connected with the customer experience the attendees gain from being at the event. Brands are trying to leverage the emotional connection associated with the event by being a part of that experience.

Events can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. Examples include conferences the TED series; music festivals like Coachella or SXSW. Moreover, sporting events like the Olympics or NASCAR and touring Broadway musicals like Wicked. The strength of these brands depends on the experience of people attending the event.

Group Brand

Group branding happens when there is a small group of branded entities that have overlapping, interconnected brand equity. For example, the OWN group brand of the Oprah Winfrey Network and its known members are strongly connected. Similarly, the Rolling Stones represents a group brand that is strongly associated with the personal brands of its members. Another example are the Beatles presented up brand in its entirety as well as for all of its members.


E-brands exist only in the virtual world having a presence over the web. Many e-brands, such as, focus on providing an online front end for delivering products. Others provide information and intangible services to benefit consumers. Typically, e-brands focus on delivering a valued service or experience in the virtual environment.

Value brand

Unlike the luxury brand, value brand operates on price and offers basic services for a lower price. Since they work on higher volumes, it is necessary that the price of their product is lower. Titan is an example of a value brand. 

Innovative brand

These brand types focus on constantly improving the product by advanced breakthroughs in technology. Innovation is their primary aim and hence these brands are unique to the market. Apple is known for its innovation in the market and Apple products are considered innovative products.

Disruptive brand

This is the brand that challenges the current and age-old ways of executing things in the market. Moreover, it introduces and supports innovative concepts that substantially challenge and change the market. An innovative brand may or may not be disruptive. However, more often a disruptive brand is an innovative brand.


Many brand types function across multiple brand descriptions. However, when developing a brand, focus on one primary brand type and let any other associations develop organically. Think about your audience, your industry, your specific USP and how to express your brand values. Make sure your brand generates value and aligns with your overall brand strategy. Consequently, you will be able to grow a successful brand. Morever, to ensure it stays relevant and distinguish it in each context it’s placed in.

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Learn about the importance of brand culture for law firms.

The Importance of Brand Culture for Law Firms

Learn about the importance of brand culture for law firms.


Brand culture is the combination of connected factors that create the law firm’s work environment. Having a well-developed brand culture for law firms is hugely beneficial. If everyone on your team believes in the same values and strives to achieve the same goals, creating a strong brand comes naturally.

Furthermore, you will be able to foster an environment from which you can effectively communicate your brand outwardly. As a result, you will attract new customers from the targeted market, reach higher sales and elevate business profits.

The Benefits Of A Healthy Brand Culture

A healthy brand culture for law firms:

  • Attracts like-minded people, whether they’re potential employees or potential customers
  • Grows an environment where people are motivated to work for you and passionate about what they do
  • Creates team members who are great brand ambassadors and boost your brand awareness
  • Builds brands that are authentic and represent what the business believes

How To Build Brand Culture

Nurturing a strong law firm culture benefits both employees and the firm. When a firm has a healthy, strong culture, employees are more engaged and productive. And when employees feel better, they get better results for their firm. When you know what your firm stands for, your values can help guide decision-making in all aspects of your practice.

From the hiring process, growth and how you want to market your firm. Having a defined vision, culture and values can help people and clients understand why you do what you do and how you do it. Defined cultures and values also help give purpose and direction for your employees to work together towards common goals. When people can get a sense of your small law firm culture from the outside, you’re more likely to attract ideal clients for the business.

Define Your Core Values

Core values are the foundation of your company culture. They reflect what’s important to your organization. If used properly, they shape your people’s attitudes and actions. Use them as starting points for drafting your own unique company culture.

Your values are traits that drive your firm’s specific vision and culture and help your team pursue your firm’s goals. They are the foundation of your law firm’s reputation. Your law firm’s core values should clarify why you exist as a firm and what it is you offer. Moreover, they should align with the goals and vision you have for your firm. 

Having clear values helps connect your staff to their work. People need purpose and direction to do their jobs well and having law firm values helps with that. Your values should guide and influence every decision you make. From hiring, firing, managing and interacting with clients, determining employee compensation and more. 

There are many ways to define your law firm values. Start working from your own feelings and ideas. Work as a group to develop your firm’s values. Your values should also be specific, authentic and concise. They may change over time, but they should be true to you.

Codifying your law firm’s values help you show others what makes your firm unique, different from other firms in your area and help reinforce your work culture. Once you have your values in place, write them down and share them with your staff and the world. Let people know what you stand for and how you approach your practice. Afterward, use them to guide decision-making for your practice, including your day-to-day decisions or how to hire the right people for your firm. 

Defining your core values is an important part of brand culture for law firms.

Define Your Law Firm Culture

Use your strengths, unique selling proposition, vision statement and business fundamentals to define your law firm culture. These facets help your company’s employees to define the culture that provides the way forward for the entire brand architecture and strategies.

People who align with their company’s culture tend to be more productive, foster a positive work environment and have a sense of pride in where they work. People who don’t align with their company’s culture don’t get along with co-workers, negatively affect the work environment and ultimately leave their jobs.

Everyone at your firm is responsible for culture. Culture comes from interactions with everyone. In order for your law firm culture to reflect your values, your employees need to practice those values themselves. Your firm is the most productive when everyone on your team is in sync, knows their roles and moves together towards a common goal. Therefore, strive to build a culture that encourages trust between team members and confidence in individuals while having the right people in the right places. 

Hire Employees that Embody your Company Values

The goal of the hiring process is to find the best fit for your firm. The job description is the first step of the process. Before writing your job posting, take time to review your law firm’s values and make sure they’re on your law firm’s website. Consider what skills, traits, and values you’re looking for in a candidate to help you determine whether a candidate will be a good fit for your firm.

As you write job postings, make sure they spend more time talking about your core values and vision than they do experience or education. The earlier and more often you talk about your law firm’s culture, the better the hiring process will be for you and your applicants. You should only hire candidates who match your culture and whose goals and values are aligned with the core values and objectives of your brand.

For example, if you’re a dog-friendly firm, include a note that applicants must be open to a dog-friendly office. Being specific about who you are and what you’re looking for is a great tool to use in job postings to quickly find the people who are most likely to work well with your team.

Reward and Recognize Your Company Employees

The internal employees of the company are its very first and crucial brand ambassadors. If they are happy and satisfied with the working environment, they will endorse the same within their social circle that will enhance the value of the brand. Hence, it is important to recognize and reward the significant work goals accomplished by the employees to keep them motivated.

Rewarding your employees is important part of brand culture for law firms.

Use Your Core Values as a Guide

When you’re faced with difficult decisions, look to your values to provide clarity and help you make informed choices that are consistent with your ultimate goals. Your law firm’s values can help you prioritize your goals and inform your strategic business decisions from hiring and staffing your firm, deciding how to manage clients and staff compensation. When making a decision, ask yourself if the decision is in alignment with your values. If you work in alignment with your values, you’re more likely to make decisions that you’re proud of and excited about.

Revisit, Review and Revise Your Core Values

Stay true to your established values because they can help leverage growth in your firm. For example, your core values set certain expectations and standards and encourage your staff to aspire to those values. Therefore, make them easy to find, reference them everywhere and show your clients what you stand for.

Revisit your values regularly and make neccessary improvements. Look at your law firm culture at regular intervals to determine if things need changing. Having values written down and regularly updated gives a direction on how you want your firm to grow. Furthermore, how you want your team to grow with you. Always make sure your company is embracing your law firm culture.

Work on Your Brand Elements

The next step in building a good Brand Culture involves working on the brand elements. For instance, your logo design, tagline and color palette that are specific to your brand, typeface, language and tonality. Corporate and brand guidelines need to be formulated and documented guiding the marketing department, branding department, design agencies and other vendors at every step of marketing and promotional activities.


Strong brand culture is an opportunity to set your law firm apart from the competition. It clearly tells potential clients and staff exactly what your firm stands for and the values its practices. By building a stronger brand culture for law firms, you create an environment that makes lawyers more supported and motivated. When people feel like they are valued, they tend to be more engaged and productive.

Good brand culture for law firms means that everyone is on board with the values and purpose that drive the brand. Instead of the brand being a public image that is projected only outwardly to customers, it’s something that is built from the inside out. It means that the people who make up the business are living, breathing embodiments of the brand that they represent.

A company that fosters a healthy brand culture is able to keep and attain the brand promises in a successful manner. The internal operations and workings are highly process-led and driven. The internal staff and employees are motivated and inspired to work with the brand and dedicatedly excel in attaining the aims and objectives of the brand that also makes them grow on the professional and personal levels.

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Read what is it and how to improve brand perception.

Brand perception [What is it and how to improve it]

Read what is it and how to improve brand perception.


Brand perception is the sum of consumer feelings, attitudes and experiences with a service. These thoughts and feelings happen when a consumer is aware of the brand and interacts with its service. Brand perception is what customers believe a service represents, not what the company owning the brand says it does.

It is based on the customer use, experience, functionality, reputation and word of mouth recommendation. When a brand delivers or exceeds customer expectations, it has the potential to establish loyal brand equity.

The recipe for a strong brand perception is to connect your company’s personality to five senses. As a result, it will resonate with customers and leave a lasting mental impression. For example:

  • Visual: Craft instantly recognizable logo and invest in entertaining commercials
  • Auditory: Use catchphrases to make your way into popular culture
  • Olfactory: Try patented scents in order to trigger emotions and enhance the overall brand experience
  • Taste: Offer free samples or special deals to try new services
  • Touch: Nurture client relationships by staying in touch with them

The importance of positive brand perception

The ultimate goal of brand perception programs is to develop brand value and brand equity. Brand equity is the extra value a company gets from a product with a recognizable name. When high, your customers will feel more confident and comfortable to purchase your service instead of competitors.

It may take your brand multiple touchpoints and positive experiences to generate an influential impact. However, it may only take one negative experience to completely destroy a consumer relationship. The reality is, we’re far more likely to share bad brand experiences than good ones.

Positive brand perception will result in consumers choosing your business over a competitor. It also means that they’re likely to bring in new customers to your business. In fact, 60% of customers will refer friends and family to their favorite brands. Moreover, other businesses will be more interested in partnering with you. In addition, it will be easier to launch new products.

How to improve brand perception

Brand perception is an essential component in building brand equity. Therefore, it is important to measure it regularly and identify what drives improvements. Measuring the brand perception of your competitors can help you understand where your strengths and weaknesses lie. As a result, brands can better understand which aspects are contributing to their perception. These insights can then be used to help support initiatives to reshape and increase brand perception. There are several things you can do to measure how customers perceive your brand:

Know your customers

Before you can improve customer perceptions of your brand, it’s essential to understand your customers. Find out your customer’s age, gender, location, language, profession and interests. Understanding your customers can provide a solid foundation for any efforts aimed at elevating their perceptions.

Listen to their feedback

The only way to know how people perceive your brand is to ask them directly. Collect your customer’s and employee’s opinion and perform a brand perceptions analysis. Study these insights to get the most out of their feedback. Afterward, implement it to your strategies to boost brand perception.

Meet their expectations

Once you have identified the target audience, start providing them with the right content. Make sure your websiteblog and social media channels reflect your brand messaging. In addition, optimize them to reach as many people as possible. Furthermore, understand their preferences and expectations to adjust your customer experience strategies. For example, providing personalized customer service can go a long way to elevating experiences. In turn, it can influence how they perceive the brand.

Staying up-to-date is an important part when improving brand perception.

Stay up-to-date

Nowadays, business changes happen rapidly. Hence, it’s important for your law practice to stay up-to-date with the latest laws, trends and technologies. When changes happen, consider implementing innovations that will help you elevate your brand. Refreshing your brand can revive its image in the eyes of the consumer. For example, modernizing your logo or changing your website design.

Focus on the customer service

Show your customers you care about their experiences and are always looking to be better. Check in with your customers to get insights into their perception of your brand. See if their perceptions change over time. Accordingly, use it to your advantage to stay on track.

Track online reviews

According to a Brightlocal survey, 91% of consumers trust online reviews as much as personal recommendations. Your potential customers are probably evaluating your business through reviews on sites. For example, YelpG2CrowdReddit and others. Make sure you are notified when someone mentions your brand. For example, on online forums, customer review sites, blogs and news sites.

Brand perception surveys

Brand perception surveys provide targeted insights from your customers to understand how they perceive your brand. Hence, collect customer feedback at all your touchpoints on all channels. Include your website, mobile app or email. These insights will help your future strategies and drive customer-centric action to boost customer perceptions. There are a variety of survey types that capture the feedback of the customer journey:

  • customer satisfaction (CSAT) survey measures customer health and sentiment by asking customers targeted questions. It’s usually sent after a specific customer experience. For example: On a scale from 1 to 5, how are you satisfied with our latest product?
  • Net Promoter Score® (NPS®) measures customer loyalty with the following questions. How likely are you to recommend our brand to a friend, colleague or family member? Why or why not? It is typically sent at specific stages of the customer lifecycle. Moreover, it’s an effective way to identify brand advocates or brand detractors.

Consider running brand perception surveys quarterly to track the progress of your brand. Furthermore, practice conducting employee surveys and interviews. That will help inform your next steps and strategies for moving forward.

Brand focus groups and forums

Focus groups and forums give you the opportunity to hear the positives and negatives of your brand. You can benefit from customers feedback and develop a genuine understanding of what works well for your brand. Online brand forums can be useful if you find it hard to reach your customers and strengthen your brand.

Social media monitoring

Social monitoring can provide important insights into the performance of your social messaging. When knowing what people are saying about your brand, you can grow your social media presence faster. By monitoring a brand’s social presence, you can reveal insights such as:

There are plenty of social media monitoring tools that offer insights through social media conversations. For example Brand24, Hootsuite, Sprinklr and others.

Social media monitoring is an important part of improving brand perception.

The Importance of Brand perception

Profile your target audience

It’s crucial you understand your audience on a deep level. You can do that by creating a Buyer persona, or a profile of your ideal client. In order to do that, you need to access their demographics and psychographics. Demographics consist of factors such as gender, age, education, profession, income level, marital status etc.

Psychographics is the classification of people according to their attitudes, aspirations and other psychological criteria. In short, demographics represent what your customers are while psychographics represents who and why your customers are. When you understand your target audience, you’ll be able to predict their shopping behavior and attitudes.

Download our FREE Buyer Persona template here to make it easier for you to profile your target audience.

Understand pricing perceptions

What is the primary positioning goal for your brand within the marketplace? Are you facing a highly competitive environment? Is it more important for your brand to have the lowest price among competitors? However, it’s essential that you know how consumers view your brand’s worth. That way you will be able to determine if public perception aligns with your strategy and goals. 

Define brand equity

How do your customers feel about your brand? Define their sentiments by focusing on Brand identity and Brand relationship. Brand identity represents how do they identify your brand within the marketplace. It is directly related to your brand’s personality. In short, a brand’s personality is a combination of performance and visual brand identity.

Performance stands for how well it meets the functional needs of your customers. Visual brand identity represents how well it meets the psychological needs of your customers. How customers align with both aspects of your brand’s identity greatly informs how you communicate it. Defining your brand’s core values through effective messaging will impact how consumers react to it.

The second aspect of brand equity is a connection your customers have with your brand. Ideally, you want customers who are actively sharing and connecting with others who associate with your brand. Therefore, strive to convert these customers into loyal clients and brand advocates using the techniques above.

Understand drivers and barriers

Understanding your customer’s motivation will allow you to convert the curious into the committed. These barriers frequently include pricing, interface, risk, urgency and trust. Clarifying these drivers and barriers that motivate your customers will influence long-term loyalty. 

Utilize white space opportunities

White Space is where unmet and unarticulated needs are uncovered to create innovation opportunities. In other words, it gives you the opportunity to take advantage of unused potential brand areas. These areas can be used to identify an entirely new market or map innovation within an existing service. White Space can ultimately define a new source of customer value that can then be translated to economic value. A deep understanding of your customers’ values will enable your brand to enter these valuable spaces.


In sum, brand perception is what consumers believe a service represents. Not what the company owning the brand says it does. Hence, brand perception elements are based on customer experience, functionality, reputation and recommendations. When a brand delivers or exceeds customer expectations, it has the potential to establish brand loyalty. The biggest reason consumers cite for their loyalty to a brand is that they love the service. By combining the tools above, companies can monitor brand perception and improve their overall business strategy.

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Check out the ultimate guide to brand equity for lawyers.

Brand Equity for Lawyers [Ultimate Guide]

Check out the ultimate guide to brand equity for lawyers.


Brand equity refers to the value of a brand. It is determined by consumers’ perception of the brand. Accordingly, the perception results in the consumers holding a positive or negative effect on the service. Therefore, brand equity can be positive or negative. 

If consumers think highly of a brand, it has positive brand equity. Consequently, it will result in a purchase that will be beneficial for the company. In other words, it will bring a company higher sales, increased profits and customer loyalty.

However, if the brand fails to live up to consumer expectations, it has negative brand equity. As a result, consumers will purchase the generic product or a competitor’s services. Hence, the company should work on the service quality along with the features of the offerings. 

Brand equity for lawyers is established by creating positive experiences. These experiences entice consumers to continue purchasing from them over competitors. Having positive brand equity gives certain values to your company. For instance- profits, ease of introducing a new line of services, farther reach, customer loyalty and more.

Benefits of developing Brand Equity

Developing greater market share

Managing brand equity is essential in achieving several competitive benefits, which will drive profitable growth. For example, developing your brand equity will give you a competitive edge in the marketplace. When using your USP you can appeal to the customers and stand out from the competitors.

Furthermore, positive brand equity increases market share. As the brand is widely known, it is recognized and preferred by consumers. in addition, brand equity enhances a customer’s confidence in the purchase decision.

Charging a price premium

The price premium is also known as the relative price.  It is the percentage that a product’s selling price exceeds or falls short of a benchmark price. When you have better brand equity, you’re able to charge more for the service. Additionally, you can increase your price premium percentage over the market average. This can be a good overall metric to measure your product’s financial performance. 

Product line extensions

With a high level of brand equity, customers will be more likely to continue their business with you. Positive brand equity for lawyers can be transferred to a different product line. As a result, it can increase sales and revenues for the company. Brands with high brand equity have significantly less risk when introducing new products. This is due to the positive brand associations and the brand loyalty it inspires.

Greater impact

With increased revenue and market dominance, you can use your high brand equity in several ways. For example, to form new partnerships, inspect better supplier rates or more. This could lead to collaborations, business ventures or investment opportunities.

How to Build Brand Equity?

Building strong brand equity for lawyers is the foundation for an organization’s long-term success. Marketers can reinforce brand equity by actively investing in the components of brand equity. Here are some strategies that you can leverage in order to effectively build and improve your brand equity:

Learn how to build brand equity for lawyers.

1. Build Value in your Offerings

Customers are choosing your brand through the quality of your services and the feelings they have developed towards them. Hence, add more value to each service to gain brand equity. For a start, consider how well your service meets the needs of customers. Not just the physical ones, but social and psychological needs as well. Hence, strive to offer useful service and commit to social responsibility. As a result, this will attract customers who share those values.

2. Manage your Brand Image

To manage brand equity for lawyers, you have to manage brand image over time. This involves maintaining the same brand promise you have made to existing customers. it also includes the brand promise you are going to make to the new customers. For premium brands, the brand image is the only reason that the brands sell at a high margin.

3. Practice Continuous Expansion

Strong brand equity for lawyers is built and managed by brands that mastered the expansion technique. The expansion can be product expansion or geographical expansion. A business expansion gives certain assurance to customers. For example, capability and the operational size of the business enterprise. In addition, there are more interactions and touchpoints between the brand and the customer. In other words- more opportunities are given to the brand for managing brand equity.

4. Build Brand awareness

Creating and building brand awareness is a way of maintaining the brand image. Start by creating positive and unique brand attributes which consumers will retain in their minds. Make sure your customers recognize your brand when they’re looking for services. Moreover, that they perceive it in the way you intend. There are several ways you can do this:

In addition, advertise your brand on different media, engage with various communities or create viral content. By building your brand awareness, you will achieve high brand equity. Consequently, a brand with high brand equity will occupy a prominent position in consumers’ minds. For example, when a customer searches for a particular service he will have your brand in mind.

5. Emphasize Positive Brand Associations

Brand association involves anything related to the brand, which evokes positive or negative sentiments. For example, a product’s functional, social or emotional benefits. More broadly, this relates to the brand’s overall image, and what consumers associate with that image. If consumers associate positive attributes with the brand, the brand possesses high brand equity. Accordingly, strong brand associations are crucial to building loyalty towards your brand.

6. Focus on your customers

When fostering positive customer feelings, they’re more likely to become loyal customers and your brand’s advocates. Emotional appeal can result in customers purchasing more services from your brand. When feeling like a part of your community, they will act as your brand ambassadors. For example, promoting your services for you through social media.

It is, therefore, essential to build and maintain positive relationships with your target audience by:

  • Staying in touch with customers via social media
  • Providing excellent customer service at all times
  • Tracking negative press or feedback, listening and responding
  • Utilizing recent trending and preferences

However, consumer preferences, beliefs, needs and wants keep changing with time. Hence, it’s important to stay ahead of the trends and forecast the customer preferences of the future. By understanding the requirements of the customers, your brand will be able to fulfill their needs.

Focus on the client relationship when developing brand equity for lawyers.

7. Maintain consistency

Brand equity management is a slow process, filled with lots of potential to explore over the years. Thus, it’s important to stay on track and remain dedicated to achieving your goals. Your brand beliefs, values and Unique Selling Proposition should remain consistent.

In other words- your consumers should not be confused about what your brand stands for. In addition, focus on your brand elements and be proactive in brand building. As a result, you will be able to grow your brand’s value. This involves using branding elements and tools to attract and retain the customer’s interest.

How to Measure Brand Equity

There are multiple methods to measure equity through brand tracking efforts. Three core brand equity drivers that you need to track:

  • Financial metrics
  • Strength metrics
  • Consumer metrics

Financial metrics

Extract the information from the following metrics:

  • Data market share
  • Profitability
  • Revenue
  • Price
  • Growth rate
  • Cost to retain customers
  • Cost to acquire new customers
  • Branding investment

Use financial metrics data to demonstrate how important your brand is to the business. Accordingly, secure higher marketing budgets to continue growing.

Strength metrics

Track brand awareness, accessibility, customer loyalty, retention, licensing potential and brand ‘buzz’. Also, monitor social media and survey your public. That way you will get a picture of how well your brand is known and respected.

Consumer metrics

It’s essential to track consumer purchasing behavior and sentiment towards your brand. Track and measure brand relevance, emotional connection, value, and brand perception through surveys and social media monitoring. 


Brand equity represents the value of a brand. It is based on a consumer’s awareness of a brand and the associations they make with it. Also, it is based on the way they perceive the service quality. Finally, it is associated with the level of loyalty they express towards it. Brand equity is high when a customer feels a bond with it. The better your brand equity, the more competitive advantage you have over the long run. There are many advantages of managing brand equity for lawyers. For a start, the above strategies can help you with it.

We help businesses grow and progress.

If you need guidance with establishing positive brand equity, contact us today.

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Get started with your brand mission statement.

Getting Started With Your Brand Mission Statement

Get started with your brand mission statement.

What is a mission statement?

A brand mission statement communicates a brand’s purpose, objectives and how it plans to serve its audience. It is action-oriented and gives clients an idea of what your business does and what impact it wants to make. Furthermore, it sets the approach you’re currently following to achieve success.

Your mission statement defines the purpose of your business for both your employees and your customers. Therefore, it should be able to excite your consumers as well as your employees. Furthermore, it should focus on what your brand wants to achieve and aim straight to that goal. 

In short, your mission statement serves as the roadmap to achieve your vision statement. Defining a clear mission for your brand will help you identify your target audience. Once you have a clearly defined mission statement, you can connect everything your brand does to that mission.

Furthermore, it will help you differentiate yourself in the marketplace. The best mission statements are a valuable branding tool that can help inspire your customers, employees, partners, investors and other stakeholders.

Crafting your brand mission statement

Your mission statement should be authentic and representative of your brand. It should also reflect your long-term goals and the larger purpose of the brand. In other words- it should stay relevant for at least 2-3 years.

Answer these questions during the process of crafting a brand mission statement:

  • In what ways does the brand add value to its audience?
  • What is the larger impact you want to achieve?
  • Are these goals actionable and realistic?
  • Can the brand embody this mission in every aspect of the organization?

A mission statement articulates a company’s purpose as a way of unifying the organization. Furthermore, your brand mission will be a cornerstone in every aspect of your branding process. It will help your audience understand the purpose of your brand and what it aims to accomplish. 

When crafting your mission statement, follow these steps:

Step 1

What does your company do? Describe which services does your business offer.

Step 2

How does your company provide those services? Describe how your business generally operates. Incorporate one or more of your core values into your description. For example, providing high-quality service or superior customer service.

Learn how to write your brand mission statement.

Step 3

Why your company does that business? Describe the passion behind your business. For example, provide legal services that allow clients to solve their problems.

Step 4

Apply your mission statement. Make your mission statement the center in the minds of everyone who works in or interacts with your business. Besides stating why your business exists, explain to them why they would want to do business with you. Finally, make sure your mission statement is highly visible on your website, your business premises and all your marketing materials.

How to write a great mission statement

Your mission statement is your opportunity to define the company’s goals, ethics, culture and norms for decision-making. Typically, it includes general descriptions of your organization, its core function and its goals. Depending on the focus of your business, your mission statement may be broader.

Moreover, your mission statement will likely evolve over time as your business grows and changes. Therefore, don’t avoid making adjustments when necessary. A well-crafted mission statement focuses the business for both employees and the target audience. For consumers, it sets the company apart from the competition without limiting the business purpose.

The Key Elements of a Mission Statement

1. State your beliefs

State fundamental beliefs about the world and your place in it. Those beliefs should filter your view on life and work. For example, you believe that your company’s responsibility is to be part of the change you want to see in the community. Or, you believe small gestures have a big impact. After you have set the foundation for your business’s approach and its place in the world, proceed to the next step.

2. Set your core values

What things do you truly value? Is it integrity, duty or responsibility? Maybe it is hard work, or helping others in need. Give it thoughtful consideration and list out your main values. That way you will be able to understand the core motivations for the decisions you will make in the future.

3. Define your company’s purpose

Why does your organization exist? Combine your beliefs and values in order to clarify your primary motivators. Make a list of your brand’s goals and the impact you hope to make on your audience and in the world. For example, your company might exist to give opportunities where none can be found.

After you’ve answered further related questions to your business, you will discover the deeper purpose for why your organization exists. As a result, you will experience the breakthrough necessary to writing a compelling mission statement for your organization.

Find out what are the key elements of brand mission statement.

4. Decide your action word

What action word is best for your organization? For example, it could be helpful or empowering. Your mission statement should inspire people to action and that’s why it is important to set your action word. Accordingly, include it in your mission statement afterward.

5. Choose how you want your mission statement to be perceived

When crafting a brand mission, involve people from all areas of your organization. Share it with your team members and those who can give you objective feedback. Consequently, it will need to resonate with people inside and outside of your organization. Employee feedback may be able to highlight gaps between the mission itself and the internal culture of your brand.

6. Communicate your mission statement

Build a plan for how you will communicate your mission statement. For example, mention it at meetings, put it on posters, use it as tangible proof of actions happening in your organization. Make sure you share your mission statement with your customers, employees, partners, investors and the public at every opportunity. Communicate it on your website, written materials, marketing documents and internal communications. Even in your office!

7. Review and revise

Your brand mission needs to be reflected in all aspects of your organization. This includes your hiring process, internal communication practices, marketing and everywhere in between. Keep in mind that good mission statements serve multiple functions, define objectives and live for a long time. However, don’t forget to review and revise it if needed in order to reflect your company’s values and goals properly. As your brand changes, the mission statement can shift to reflect that growth and change. Revisit your mission statement every few years to make sure it still aligns with the brand’s goals and purpose.


A company’s mission statement is an expression of its core values and its purpose. It reflects a company’s values, philosophy, and competitive advantages. In other words- a mission statement is a declaration of what makes the business important. It guides the actions of the employees and draws in customers by creating direction by explaining what the company intends to accomplish.

The mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement. If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission. Some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Finally, keep this in mind:

  • Keep your mission statement short and concise. Sum it in just a few sentences, or even in no more than 20 words. Great mission statements are to the point and say more with less.
  • Think long-term. The mission statement is an investment in your company’s future, so keep it open enough to reflect your long-term goals.
  • Find out what your employees think of the mission statement. Include them in the process and ask how they would improve it.
  • Change it, if needed. If the mission statement no longer represents the company, it is time for a rewrite.

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