Read how to define your brand voice.

How to Define Your Brand Voice [Ultimate Guide]

Read how to define your brand voice.


Brand voice is the foundation of your brand’s verbal identity. It is the personality you communicate through in your marketing, communications and advertising. Furthermore, it helps you stand out from the crowd. Lastly, it matters because you want your brand to be consistent and recognizable.

Crafting involves setting standards for word choice, writing style and humor presence or absence. Furthermore, it determines whether your content employs slang and colloquialisms or professional, to-the-point wording. 

Brand voice is the distinct personality a brand takes on in its communications. The language, words they used and their personality all combined for a memorable experience. In order to determine it, answer the following questions:

  • Who is your brand online?
  • Who is it talking to?
  • If your brand was a person, what personality traits would they take on?
  • Moreover, what would they avoid?
  • What phrases does your brand use on a consistent basis?
  • What is your brand’s goal?

Combine all the answers to create your brand voice. Furthermore, apply it in newsletters, social media posts, internal official communications and advertising.

Importance of a consistent brand voice

Strong first impressions

A consistent brand voice lets consumers absorb your brand quickly and easily. That way it allows you to capture the customer’s attention before he chooses to keep scrolling.

Brand recognition

It should make a brand memorable, sticking in the consumers’ minds until they’re ready to make a purchase. Moreover, it should lead consumers to subconsciously connect certain words, ideas and emotions with your brand. 

Brand recognition is an important part of your brand voice,

A competitive edge

In the digital age, brands are competing for consumer attention, interaction and loyalty. Your brand voice is your chance to quickly persuade consumers why is your brand different than the others.

Customer loyalty

A consistent brand voice proves to consumers that the brand understands their pain points and reliably delivers solutions. Furthermore, it convinces consumers that the brand is living up to the company’s mission and following through on its promises to the customer. Consequently, it results in customer loyalty.

Company culture

Healthy company culture should be your priority. It should inspire employees to act as the ambassadors of your company. Moreover, maintaining a clear and consistent brand will give your marketing team confidence in your brand strategy across channels. When your team is confident in who you are, your customers will take notice.

How do you define your brand voice

1. Define your audience

For a start, identify your buyer persona. When crafting your brand voice, have in mind that you are speaking to your target audience.

2. Gather a representative sample of your content

Whittle down your examples unique to your brand. Group them together to see them as a whole. Implement them into your brand voice and communicate consistently.

Define your brand personality when crafting your brand voice.

3. Describe it in three words

If your brand was a person, how would you describe its personality to someone?

How do your brand’s personality traits make you different from the competition?

Then define each one further. Here are 3 examples of brand adjectives further defined:

  • Passionate – expressive, enthusiastic, heartfelt, action-oriented
  • Quirky – irreverent, unexpected, contrarian
  • Authentic – genuine, trustworthy, engaging, direct

4. Create a brand voice chart

Put it into action by creating a visual chart. Describe each adjective in detail and write the words your brand will use and the ones it won’t. Revisit and revise this chart as needed as your company evolves.


Brand voice is the distinct personality a brand takes on in its communications. It requires consistency and as a result, achieves recognition. There are plenty of brand voice types. Hence, when crafting it, it’s important to make it unique for your law firm. Furthermore, it should fit your brand and your target audience. In addition, your company’s priorities might change over time, so consider your brand’s voice as a work in progress.

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Read about the most essential law firm marketing tools.

The Most Essential Law Firm Marketing Tools

Read about the most essential law firm marketing tools.


The success of a law firm is undoubtedly determined by how effectively its employees practice law. However, a law firm’s growth is determined by how well a company markets itself. More than one-third of potential clients start their search for an attorney online. Therefore, it is imperative for law firms to have a strong digital strategy. There are plenty of free and paid law firm marketing tools, apps and services. 

With the right technology, attorneys and law firms can implement a successful law firm marketing program. Using the right tools can put you ahead of the competition and help bring in new clients. If you’re looking to expand your digital presence, consider incorporating the following law firm marketing tools into your marketing strategy:

Email marketing: Mailchimp

Email marketing is still a highly effective marketing tool. If you’re looking to add email to your law firm marketing arsenal, MailChimp is a good way to go. MailChimp is one of the best and most user-friendly email marketing services. You can install MailChimp’s email sign-up forms easily on your blog or website. Furthermore, you can use it to build up a list of email subscribers. In addition, their service automatically complies with Anti-Spam laws by adding unsubscribe links at the bottom of every email.

Social media management: Hootsuite and Buffer

Social media has become an important marketing tool, even for law firms. In fact, according to Capterra, prospective law firm clients typically spend 16 minutes per hour on various social media platforms. However, in order to utilize social media as a marketing tool, law firms need to use them appropriately and effectively. With proper use of proper social media platforms, law firms can interact with prospective clients and provide relevant information. That way, they can generate more leads.

For example, Hootsuite is a useful social media management tool. With Hootsuite, you can schedule posts and keep tabs on replies. Moreover, you can monitor topics relevant to your practice area to see what potential legal clients are interested in. Buffer makes it extremely easy to schedule posts in advance. Furthermore, if you download the Google Chrome plugin, you can add any content from the web to your Buffer queue. Check out both tools and find out which one suits the best for your needs.

Research: Google Trends, Moz, SemRush, Google Analytics

Use Google Trends to explore interest in certain topics, including related topics and related searches. Furthermore, Moz and SEMrush are also useful platforms that measure keyword volume related to a given topic. Besides that, check out Google Analytics. It provides keyword research and analysis, statistics about incoming links and notices any errors that may be affecting SEO. This type of data is essential to get your law firm website or blog ranking for local attorney-related search terms.

Google Analytics is one of the essential law firm marketing tools.

Legal directories

According to the U.S. Consumer Legal Needs Survey, 30% of legal consumers use directories when searching for a lawyer online. Hence, it is vital that your firm claims presence in these directories. Be sure to select directories where your potential clients are looking. Once you select the directories that fit your client base, ensure your listing is customized with information about your firm. Add images and a brief biography to engage potential clients. Furthermore, be sure that this information is consistent across all directories.


Avvo is a popular website for legal information. It has become popular for legal information, legal advice, and lawyer-client matching. It’s free to sign up and it ranks extremely well in Google search results. And chances are high that some of your potential clients are browsing for lawyers there. Furthermore, you can boost your Avvo rating by completing your profile info and answering questions in their Q&A forum.


FindLaw is owned by Reuters. It is a popular destination for legal information and reference and holds one of the largest legal directories online. Moreover, it offers marketing services such as lead generation, pay-per-click (PPC) advertising, web development and more.


Nolo specialized in lead generation. This platform encourages personalization with lawyer profiles. Moreover, it tries to make searching for the right lawyer as easy as possible for potential clients. In addition, lawyers and law firms can pay for exclusive leads explicitly generated for them.


This legal site has become increasingly popular in use for legal information and blogs. Lawyers listed on this platform can be searched, reviewed and matched with clients in need of service.

Legal directories are one of the essential law firm marketing tools.

Legal Match

LegalMatch has quickly become one of the most used and well-known legal directories online. Lawyers listed within this directory are able to secure client reviews and ratings. Moreover, they can be located in accordance with the type of legal service a client is searching for. Uniquely, this service has a monthly subscription fee instead of the PPL pricing structure.


Another well-known legal directory is Juris Office. They offer several different plan options for lawyers and law firms to purchase listings within their directories.


Perhaps one of the oldest and most established legal services within the United States. Martindale was established in 1868 and has been a trusted source ever since. Their comprehensive legal directory offers a place for lawyers and law firms to list their services. Furthermore, they are reviewed and rated by clients.


Lawyers and law firms can also list themselves through the Super Lawyer’s directory. That way they can gain the unique ability to be featured in accordance to areas of expertise. This feature allows legal services to be procured with ease.


As a highly-visited directory, Justia is definitely a legal directory lawyer should list in. All licensed attorneys are invited to list for free within the directory, with paid premium listings also available.

WordPress is one of the essential law firm marketing tools.

Blogging - WordPress

WordPress is the most powerful and widely used content management system on the internet, powering an estimated 75 million websites. The best part is- it is free for use. WordPress makes it easy to start a website or blog and to regularly post content. And since it’s open-source, other developers can build cool plugins and design new themes. 

That way they can add additional functionality and improve the look of your site. A law firm blog is a great way to engage with your target clients and establish your firm’s credibility. Furthermore, to increase your web traffic, boost your SEO, increase your newsletter sign-ups and more.

Referrals- Meetup

Meetup is a fantastic service allowing you to start or join groups with like-minded people interested in a particular topic. In addition, it allows you to schedule meetings. If you’re a business lawyer, there are tons of startup and small business-oriented groups. For example, if you do estate planning work, this is the tool for you. The more face-to-face networking you can do, the more contacts you’ll make and the more referrals you’ll get.

Event organizing- Eventbrite

Being the organizer of a successful event makes you look respectable and credible. People will automatically gain more trust in you. And trust is the most important characteristic they will be looking for if they end up hiring an attorney.

Eventbrite is by far the best service online to help you organize an event, promote it and sell tickets to your desired attendees. However, putting on the event is not likely to be free. Prepare to give up your commission from ticket sales.


Effective utilization of marketing tools is essential for your law firm in order to generate leads and achieve firm growth. Using the right combination of tools, your law firm can ensure effective law firm advertising.

Whatever tools you choose for your marketing strategy, make sure that your brand’s voice is consistent across all of them. That way, your consumers will be more likely to connect with you when they recognize your brand across multiple directories. To sum up, using the right marketing tools can attract more clients and build or improve your brand presence.

We can help your business grow and progress.

If you require assistance with setting the winner marketing strategy, contact us today.

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

Read the ultimate hashtag guide for law firms to improve your digital marketing strategy.

Ultimate Hashtag Guide for Law Firms

Read the ultimate hashtag guide for law firms to improve your digital marketing strategy.


Nowadays, running a successful law practice requires a strong digital presence. Besides achieving your brand awareness, it is important for separating your practice from the competition. By leveraging hashtags for law firms you can define your identity as a lawyer. Moreover, you can attract more clients and build a positive reputation.

In fact, social media marketing is becoming the new norm when it comes to promoting your law brand. Thus, adding hashtags allows a user to find relevant content within social media. Indeed, hashtags are a great way to ensure your message gets to those who are looking for specific legal advice. 

Follow this useful hashtag guide for law firms:

1. Claim Your Identity as a Lawyer

For a start, use hashtags specific to your practice. It is an effective way to define your digital identity as a lawyer and claim your legal expertise. Furthermore, use trending legal hashtags from the list below as an inspiration.

2. Practice Specific Hashtags

Next, provide valuable tips to potential clients using hashtags specific to your practice area. In other words- use law hashtags specific to your firm’s area of expertise. This is a great way to narrow your targeting efforts to a niche audience.

Once you have an idea of your business topics, develop a hashtag strategy that showcases your area of expertise. Furthermore, use hashtags consistently to increase your exposure and build your law firm authority.

3. Increase Your Visibility

One of the foremost reasons that people use hashtags is to increase their visibility. Therefore, combine popular hashtags with legal hashtags to reach a broader audience. For example, use #wednesdaywisdom with a location hashtag such as #detroitlaw. In addition, add a legal hashtag such as #insurancelaw to share your expertise.

4. Build Your Credibility

Next, map out a plan for the end goal that you wish to have with each hashtag. Moreover, research the proper meaning of each hashtag to prevent any misunderstandings. Finally, use popular hashtags to connect your law firm with relevant discussions. That way you can demonstrate your professionalism and communicate your area of expertise.

Take a look at the most popular law hashtags in the list below:

Use the golden social media rule for hashtags. Read the ultimate hashtag guide for law firms to find out more.

Popular legal hashtags

































































































In conclusion, law hashtags should be an essential part of your firm’s social media marketing strategy. When used properly, hashtags can be a tool to generate new leads, solidify your market position and enhance your reputation.

Accordingly, some hashtags achieve higher engagement. However, it is up to you to find which ones resonate with your audience the best.

During the process, use the common hashtag rule:

  • Use 2/3 different ones with each post on Twitter
  • Use up to 30 hashtags on Instagram and a maximum of 5 on LinkedIn
  • Make sure your content is relevant and engaging

This method has proven to increase the following of brands who have used hashtags consistently. Follow the useful hashtag guide for law firms above to improve your marketing strategy.

We can help your business grow and progress.

If you require assistance with setting the winner's social media strategy, contact us today.

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Read this ultimate guide to market your law practice effectively.

How To Market Your Law Practice [Ultimate Guide]

Read this ultimate guide to market your law practice effectively.


As we live in a highly competitive world it is essential to market your law practice effectively. Therefore, developing marketing skills must be part of your continuing personal and professional development. And for that, you need to take time to reflect, set your learning goals, find appropriate solutions and monitor your progress.

Finding the right recipe to market your law practice will take time and effort, so consider consulting experts. Certain marketing tasks are better being outsourced to people who you trust to do them well. However, tasks such as managing your firm newsletter, creating and managing online content, maintaining your website and managing social media can all be delegated.

There are many ways to market your law practice to new and existing clients and the general public. Listed below are proven methods for how to promote a law firm:

Choose a Specific Type of Law

Be aware of the unique value that you’re offering to clients. Whether you’re a new attorney or looking to go out on your own, it’s wise to focus on a specialty area of law. Being known for a specific practice type is the best way to a successful career. Instead of being a general practitioner, set yourself apart by choosing one type of law to focus on.

For instance, you could focus on tax or trademark issues. Or you could specialize in family law matters and build your practice that way. When a potential client is looking for a lawyer, they normally already have a specific issue in mind. Therefore, they are more likely to find and trust a lawyer who focuses on a specific type of law.

Choose a Specific Niche

After you’ve chosen a specialty, differentiate your services even more and choose a niche within your branch of the law. For example, if you’re a business lawyer, focus on a specific type of business, like retail or manufacturing. Or if you’re an immigration attorney, you could target clients from a particular country or region.

These types of sub-specialties and niche practices make it much easier to distinguish yourself from the legal crowd. Make sure customers know that you are focused on this niche by including it in your website or promotional materials. Then you can focus on growing your client base within that community of businesses or individual clients through referrals.

Build a List of Clients and Referrers

Market your law practice by building up a list of prospective clients and referrers. Some of that will happen during the course of regular business operations. So instead of calling all of your contacts right away, keep your contact list at top of your mind throughout your day-to-day activities. This could lead to a bigger referral list and a more healthy business over time.

Setting up a website is one way to effectively market your practice.

Create a Helpful Website

It is essential to every law practice to set up a website that showcases what you do. For example, it should clearly state your specialty and your niche. If you offer several different services within your type of law, outline them clearly. Furthermore, your website should also offer helpful resources to potential clients.

For instance, offering a free e-book or a list of links for people looking for general information within your area of expertise. Offering these resources will bring more people to your website. And those people are more likely to need your services at some point since they are already looking for resources on similar topics.

You can highlight your education and expertise on specific topics on the site. Show your visitors how you can help them solve their problems. Finally, don’t forget to promote your accomplishments and awards.

Give Away Free Resources in Your Community

Once you’ve created some free resources for people who visit your website, go one step further. Make connections with people and businesses in your community who can promote your information. Furthermore, give those resources away to them for free because it can help you amplify your reach. Providing free information and resources for people in your area can help you build useful connections and trust in your brand.

Network with Local Businesses

Market your law practice by helping other business owners throughout your community. When you help others they are more likely to refer potential clients to you at some point in the future. To network in your community, you can ask for some business cards to keep in your office. Or provide some referrals to other local businesses.

Build a Social Media Presence

Social media can be a powerful marketing tool for all types of businesses. Build up networks using your client and referral lists or lists of contacts within your community. Afterward, provide information on your business and other legal resources. Moreover, many social media platforms have dedicated groups for specific topics and personas. Join those groups or offer free advice online and earn great exposure. Others in the group will appreciate your input and even share your willingness to help other family and friends. 

Allow Others to Share your Content

In addition, you should make it as easy as possible for those who use social media to share content from your website. Add share buttons to your website that make it as easy as possible for people to post links to your blog posts or e-books to their social networks. You can also encourage people to share your content.

Building your social media presence is one way to market your law practice effectively.

Use Social Media to Find Resources

You can also use social media as a way to find resources and experts. For example, find bloggers for guest posts, experts to interview for your newsletter or other professionals you can network with. To do this, you can sign up for personal accounts on social media and follow people in your industry. Then connect with those people and ask if they might be interested in collaborating with you.

Start Small with Advertising

Advertising can be one of the quickest ways to build traffic. Choose a very targeted outlet that attracts people in your specific market. For instance, if you’re a business attorney who focuses on local retailers, consider using a trade publication that also focuses on local retailers. Using a small publication will allow you to keep your advertising budget small at first. 

Then you can gauge the results of your first campaign before making a huge monetary commitment. For example, ask new clients how they found out about your services. That way you’ll be able to tell how well your advertising efforts are working. If you find that your ads are getting positive results, consider increasing your budget. Investing in more advertising can help you grow even more, especially if you already have some evidence it can work. 

On the other hand, don’t raise your budget if you see no positive results. Sometimes advertising with a particular outlet doesn’t work out. Don’t keep investing in something that doesn’t work. Instead, look for another type of outlet for your advertising budget. Keep measuring what is bringing you new clients and don’t be afraid to try something else.

Focus on Customer Service

Market your law practice by focusing on customer service. In order to get referrals, you need to make sure your clients are satisfied enough to tell others about you. Providing great customer service is an essential part of your overall marketing strategy. To make sure your clients are satisfied, make it very clear what they should expect when they hire you.

Ask Your Satisfied Clients for Help

Get more referrals by asking your satisfied clients for feedback or review. Furthermore, ask them if they know anyone else needing similar legal help. Make it clear to them that you are open to taking on new clients. Moreover, consider offering a discount or perk for people who refer others. Hand out extra business cards or similar materials so that clients and others can easily pass along your information.

Writing books is one way to market your law practice effectively.

Write a Book or Legal Guide

Market your law practice by writing a book or a guide. The cost is relatively inexpensive and they provide much better exposure than just handing out a business card or firm brochure. A guide should be dedicated to a specific topic, like “The Ultimate Guide to Michigan Car Accidents” and provide useful information to the consumer. These guides can be distributed anywhere from public libraries to community events and many other professionals may even keep them in their lobby. Not only are you providing useful information, but you become an expert on a certain area of law.

Give Presentations to Lawyer Groups

Speaking in front of lawyer groups at local bar association meetings and legal seminars gives you great exposure as an expert on an area of law. Lawyers in attendance will note you as a speaker and recognize you as an authority on a topic. This is a great way to get niche referrals from other attorneys. 

Offer Free Seminars to the Public

Lawyers have successfully used this same technique over the years. Many probate firms offer “Free Estate Planning Seminars” to educate people on the most recent estate tax issues. These are beneficial to the public, but they are really just selling the services of the sponsoring attorneys to the attendees. And, you are much more likely to get a new client if you give them free information and legal advice. Attendees also share their newfound information with others and this multiplies the number of potential new clients that can be generated at a free seminar.


To sum up, an effective marketing strategy is a critical tool for building your legal career. When you’re busy running a law firm, spending time on marketing and advertising might not be possible. Especially when starting out, advertising and marketing professionals can take some of this responsibility off of your shoulders. 

Furthermore, they will also be more knowledgeable about how to go about promoting your firm. Therefore, it can be worth it to work with marketing and advertising professionals when first starting to promote your business. Since these professionals can help you choose the right outlets and measure your success.

We can help your business grow and progress.

If you require assistance with setting the winner marketing strategy, contact us today.

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

Read how to make your law firm stand out from the competition.

15 Ways to Improve Your Law Firm and Make It Stand Out

Read how to make your law firm stand out from the competition.


In an environment where change happens overnight and new competitors emerge every day, law firms have to differentiate themselves to survive. However, being different is often hard when you typically offer the same services. Through marketing, your law firm can be highlighted in a different light. That way it can make your company seem easily accessible, modern, customer-friendly and impactful.

Creating something unique and valued by your clients will differentiate your service from the competition. A great brand strategy revolves around clearly and honestly articulating what makes your firm different from the competitors. We’ve summed up 15 ways to improve your law firm and make it stand out in the market:

Position your law brand as unique

Discover what makes your law brand unique and find ways to position it apart from the competition. When trying to come up with a unique selling point, contemplate what you offer that your competitors do not. For instance, if you take cases involving a particular type of personal injury or wrongful death, highlight this fact.

Some law firms highlight the fact that they only hire lawyers from certain prestigious universities. Regardless of how trivial a difference with a competitor may seem, it can help you attract a wider audience. Consulting with a marketing firm can help you discover these differences and use them to your advantage.

Provide transparency and collaboration in pricing

Improve your law firm by providing transparency and collaboration in pricing. For example, offer flat fees, hybrid billing or alternative price structures. Furthermore, ask your clients what works best for them. Above all, avoid surprising them when the bill arrives.

Ask your clients for feedback

Talk to your clients about what they want them to change or do in a different way and then act on those comments and suggestions. As a result, your law firm will be more attractive to clients and retain them longer.

Answer common questions

This type of content helps to separate those who are actually interested in your firm’s business from those who are just seeking information. The results of this content could actually improve the quality of calls your company receives, with clients actually willing to pay for your services. How you answer these questions may be different than any other lawyer or law firm out there, and this may be a deciding factor on a potential client giving you a call.

Answering common questions is one way to make your law firm stand out in the market.

Provide lots of educational content

Similar to answering common questions, this type of content may focus on a specific topic. Maybe new laws that were enacted in your city or state may need some legal clarification. Make this content informative, providing some practical insight for the average layperson. For example, be an authority figure by offering knowledge and advice through blogs. People love reading blogs if they are easy to read or they have interesting visual material. Research trending topics and start writing.

Collect reviews and customer testimonials

Include customer success stories because people love to hear other people’s experiences with your brand. Tap into the emotional side of the story, connect with your audience, make it relatable and provide the right solutions. Most importantly, tell people where they can contact you. For example, insert a Testimonials section on your website.

Improve your social media presence

Make your law firm stand out by improving your social media presence. For a start, familiarize people with your regular offering. Post relevant content on a daily level and listen to your digital audience. Furthermore, try sharing content such as behind the scenes or an important interview to build a connection with your audience.

Communicate Your Accomplishments

When trying to find a lawyer, most people want someone with a great deal of experience. Failing to provide consumers with details about your accomplishments in the legal field can create problems when it comes to landing new clients.

One of the best ways to detail these accomplishments in real-time is by putting out press releases. Make copies of these press releases and put them on your website. By doing this, you can show visitors to the site all about the money you have earned for your clients. Recognition in a newspaper or an award from a reputable organization will increase your recognition.

If you are in a local newspaper or are recognized by a reputable organization, you are going to get a better reputation. For one thing, your name is recognized one more time and it has a good source that people trust. The more exposure you have, the more brand awareness you are creating. For example, people may click on your website or be able to recognize your logo when they see it somewhere.

Increasing availability is one way to make your law firm stand out from the competiiton.

Increase availability

Include chatbots in your regular service in order to achieve maximum accessibility. Chatbots don’t delay and can offer solutions right away. Furthermore, they can automate answers for what your client responds with, asking them what they need help with. Moreover, they can answer FAQs, give them a number to call or directing them to your website.

Maintain relationships with clients

After you have worked with a client, make sure to send them the appropriate thank you card. An email or a small postcard will do the trick with a personalized message from their lawyer. If you maintain a good relationship with your clients, they are likely to use you again in the future or recommend you to their family and friends.

Show you care

Improve your law firm by showing your clients you care. It is important to be unique from your competition, especially since you are offering the same service. Go the extra mile and all of these things will make the client feel welcomed and appreciated. It’s all about relationship building and establishing the relationship. Especially in what could be a difficult and stressful time for your client depending on the case, they will feel like you care.

Include powerful imagery in your branding

According to the science statistics, human brain can process visual information 60,000 times faster than other types of data. A regular consumer is digesting large amounts of digital content each day and you should use it to your leverage. Visual marketing captures your audience’s attention by making use of images, photos with text overlays, videos etc.

Improving customer services is one way to make your law firm stand out in the market.

Provide superior customer service

improve your law firm by providing exceptional service. Solve problems in the fastest, least expensive way for clients. Communicate effectively and consistently. Return emails and phone calls timely. If you are unable to, let your clients know when you will be available. 

Ask clients for feedback, including written surveys at the completion of a matter. The truth is, clients will be your best referral source. Furthermore, your referrals from really satisfied clients and referral attorneys should increase over time. 

In addition, ask really satisfied clients for testimonials to weave into your website. In short, it’s convenience and the quality of the customer service that people value and remember. And those are the principles around which you should build your law practice.

Keep healthy company culture

It’s important above all, to maintain a healthy company culture. Value your employees as much as you value your clients and referral sources. Your employees are your brand ambassadors and the face of your business to the world. If you treat them well, they will care about making you look good.

Keep your brand message consistent

Consumers react favorably when presented with a consistent brand image. Once you decide on what your brand message will be, make sure it is included in all forms of media. This includes your website, social media profiles, and any branded videos you put out. Successful law firm branding allows you to present a professional image to your audience. Clear and concise brand messaging will help you attract more clients over time.


During these times of unprecedented change in the legal sector, you need to be able to differentiate your services. When it comes to legal marketing, finding ways to improve your law firm and make it stand out can make a difference. For example, it can mean a client choosing you over your competitors and so much more. Utilize the techniques above to impact your future law firm growth strategies.

We can help your business grow and progress.

If you require assistance with setting the winner branding or marketing strategy, contact us today.

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

Read this complete guide to competitive analysis for law firm.

How to Conduct a Competitive Analysis for Law Firm

Read this complete guide to competitive analysis for law firm.


A competitive analysis is a process of identifying the brand’s main competitors and evaluating their strategies. In short, it provides you with the opportunity to improve your marketing decisions. For example, it gives you insights into resources your company could use to dominate the market.

Knowing what’s working for your competitors and what isn’t, will help you plan your brand’s social media presence. Once you’ve found areas that you can exploit, shape them to suit your brand and your audience. Here are 8 steps to conducting a competitive analysis for your law firm:

1. Identify your competitors

The first step is identifying your key direct competitors. A direct competitor is a business offering the same service to the audience you are targeting. Hence, knowing their positioning will help you determine your market position. Start with analyzing two types of competitors: Direct and Indirect.

Direct competition is providing similar services to the same market at a similar price point. Here’s how to identify direct competition:

  • Analyze search engine results (SERPs) for similar product queries 
  • Look at market share statistics using Statista or a similar source
  • Explore who’s sourcing products from the same suppliers/ wholesalers as you plan to use
  • Finally, note brands your target buyers use or mention the most during interviews

Indirect competition is offering services that differ in some way but could satisfy the customer demand. However, it is related to more established brands, evaluating new product ideas or markets. 

2. Perform a competitor SWOT analysis

SWOT is one of the tools for performing competitive analysis for firms. By using our SWOT framework, you can identify your competitor’s weak areas and missed opportunities. Also, SWOT helps you estimate other brands’ strengths and potential operational risks. Analyze their business from the perspective of Strengths, Weaknesses, Opportunities, and Threats. 

Your analysis should cover the following areas:

Next, contrast the competitors’ weaknesses against your strengths. Furthermore, pay attention to the opportunities they are missing. This will help you better measure the overall market conditions and prepare you for improvement.

Checking your competitor' online presence is one step in conducting competitive analysis for law firm.

3. Examine your competitors’ online presence

According to the research, 59% of US consumers will abandon a brand after several bad experiences. Therefore, treat competitor research as an opportunity to close the possible gaps.

Use this 5-step UX research framework developed by Erin Sanders from the Research Learning Spiral:  

  • Set the objectives. Analyze the competitor’s navigation, service catalog, service listing, on-site marketing tools etc.
  • Create research hypotheses. Use the SWOT competitor analysis to create assumptions about their customers. For example: Does competitor’s content help buyers decide on the service? 
  • Select your research methods. Use quantitative and qualitative methods for evaluating their UX/CX. Quantitative methods include benchmarks, user testing data, performance metrics, etc. Qualitative methods include surveys, focus group interviews, customer reviews, etc.
  • Conduct the evaluation. Get as much data as you can during the set research timeframe.
  • Finally, use the obtained information to fill in the knowledge gaps. Evaluate alternative design opportunities and improve accordingly.

4. Determine their market positioning

Competitive positioning is your core “differentiator” from others. Hence, discover your competitor’s unique value proposition. In short, find the factor that attracts new customers to them.

To map which position competitive brands hold on the market, do the following:

  • Identify the primary group of customer needs that you plan to address. 
  • Choose a geographic region you want to study.
  • Decide if you want to track the entire market for a product or a specific segment. 
  • Select a price range you want to analyze.
  • Identify what primary benefit the customer receives at the different price points.
  • Furthermore, organize competitors by product price and its level of primary benefit.

5. Look at their pricing and current offers

Perceptual mapping helps identify how different competitors price their services. It also gives you insight into where you could fit in. Also, it allows you to see how many people are willing to pay for different types of services. As you analyze the competitors’ prices, pay attention to the greater value they are providing.

6. Learn about the technology they are using

When doing competitive analysis for law firm, pay attention to the following:

  • What type of e-commerce solution does the company use? Open source, SaaS or headless commerce? 
  • Do they rely on any custom extensions/ plugins?
  • What types of supporting systems do they use? E.g., payment processors, email marketing service providers, 3PL integrations, etc.? 
  • Are they using any innovative technologies to deliver a proactive shopping experience? For instance- AI, chatbots, AR or VR.
  • Finally, is there any way you can offer a better experience by choosing another technology method?  
Learning about the technology your competitors are using is one step in conducting competitive analysis for law firm.

7. Review social media performance

Social networks are a valuable source of customer data. For instance, you can leverage them for service development and brand positioning. Here’s how to conduct a competitive analysis for your law firm using social media:

  • For a start, browse mentions and hashtags. Use gathered data to evaluate overall conversations.
  • Read the latest reviews to identify weaknesses you could improve upon.
  • Check their content calendar. What types of visuals do they use?
  • Estimate their engagement levels per post.
  • Finally, discover if they partnering with influencers. Furthermore, who are they working with and why?

Additionally, if you have the budget, invest in social listening and sentiment analysis tools. Some good options are BrandwatchSocial Searcher and Critical Mention.

Social media listening brings deeper digital consumer insights in real-time. With the right tool, you’ll understand how consumers feel about your competitors’ services. In addition, you’ll identify emerging trends and discover new brands.

Once you’ve established the competition, start collecting and analyzing data about them.

8. Stay aware of your competitors

Keep your competitor research structured and easy to re-visit in the future. Thus, use the following competitive analysis frameworks:

Also, stay up-to-date by monitoring their:

  • Social media. Add them to your social media analytics tool to gather valuable insights.
  • Search engine results (SERPs). Analyze your competitor’s keyword ranking with tools such as Ahrefs and Semrush.
  • Online coverage. Set Google alerts for their brand to check when they get mentioned online.
  • Traffic volume and sources. Try SimilarWeb which provides free website traffic analytics.


In summary, competitor analysis allows you to effectively enter a growing competitive market. It helps you learn about others but also identifies areas where your brand can improve. Hence, include competitive analysis in your market analysis and overall marketing plan. This will demonstrate that you’re aware of the competition and familiar with the marketplace. Moreover, you have plans to compete at the same level as established brands.

Finally, consider scheduling a competitive analysis for your law firm on a regular basis. That way you can clearly understand your competition and evaluate your own market position. In addition, you can exploit their weaknesses to your competitive advantage. Ultimately, you will be able to improve your own marketing efforts.

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Read how to create a buyer persona for law firm.

How to Create a Buyer Persona for Law Firm

Read how to create a buyer persona for law firm.


The most effective way to boost your marketing efforts is to create a buyer persona for your law firm. It can help you figure out who is your target audience. Accordingly, you can personalize their shopping experience. Furthermore, it shows you how your customers engage with your business. In addition, it gives you the opportunity to find out what common challenges they face.

A buyer persona is also known as a customer/ client/ audience or marketing persona. Defining your customer persona helps you create content to better target your ideal customer. A customer persona represents the key traits of a large segment of your audience. Moreover, it is based on the data you’ve collected from user research and web analytics. Hence, it gives you valuable insights into your customer’s problems and the opportunity to offer them a solution.

Buyer personas reveal insights about your buyers’ decisions. For example, certain attitudes, concerns, and specific criteria. Thus, they can provide tremendous value to your organization. For example, they can help everyone on your team:

A properly crafted buyer persona will allow you to personalize your marketing efforts. Consequently, you will be delivering your target customer a superior experience. Consider these steps when creating the perfect buyer persona for your law firm:

1. Do thorough audience research

Your buyer persona should be based on the existing data. Therefore, collect data on your existing customers and social audience. Consider details like age, location, language, interests, challenges, education, employment, etc. For instance, use Social media analytics, Facebook Audience Insights, and Google Analytics.

Furthermore, arrange a phone call, or communicate with your customers via social media. Moreover, create a short survey and email it to your subscribers to gather information from a larger audience group.

Surveys can help you understand your customers better. In addition, you can derive relevant information without investing much time or effort. The survey could include questions like:

  • What kind of content would you like to receive from our brand?
  • Do you find our services valuable?
  • How can we improve our products or services to serve you in a better way?

2. Locate your audience

Next, reach your customers using the right channels. Start by learning where they already spend time online. Some great tools to help include:

Hootsuite Insights Powered by Brandwatch: Find top relevant sites, hashtags, and authors Find top referring sites for relevant hashtags

Google Analytics: See which social networks appear in your referral traffic report

Another effective way to research your ideal customer persona is to conduct online research. For example, you can track your customer’s social media profiles or any websites they are associated with.

Specifically, Facebook and LinkedIn can help you uncover relevant information about what your customers like and dislike. Afterward, this information can help you fill out your customer persona details.

Research your audience before creating your buyer persona for law firm.

3. Conduct a competitive research

Conduct competitive research to achieve a better understanding of your market. It can reveal trends in the marketplace and gaps in your marketing strategy. Accordingly, you can use them to your advantage when crafting an ideal buyer persona for your law firm.

Competitive research helps you understand why customers choose to buy from your competitors. In addition, it also reveals how are they marketing their products. Over time, this can help you improve your marketing programs and your customer persona image.

Try useful online tools such as BuzzSumo. For instance, search for top shared content across social networks, including engagement data. In addition, monitor your competitors’ posts and look for patterns in hashtags, post type, and content strategy.

4. Identify customer pain points

Pain points are problems your potential customers are trying to solve. When identifying them, ask yourself the following questions.

  • What problems are your potential customers trying to solve?
  • What’s holding them back from success?
  • What barriers do they face in reaching their goals?

Furthermore, engage in social listening and social media sentiment analysis to find the answer to the questions above. Set up search streams to monitor mentions of your brand, services, and competitors. Consequently, it will give you a real-time look into what people are saying about you online. 

For instance, you can learn why they love your service. Or which parts of the customer experience are not working. Next, identify patterns about which groups tend to face different kinds of challenges. As a result, this can further impact your law firm strategy efforts.

5. Identify customer goals

Identify your customer’s goals. Goals or aspirations are positive things they want to achieve. To identify them, ask yourself the following questions.

Your personas’ goals are important even if they don’t relate specifically to your product’s features. For instance, they can be the foundation of a campaign. Or they can simply inform your next marketing approach.

Social listening can be a good way to gain insight into customer goals. For instance, gather the information from those who are thinking about using your services. Find out what your customers are trying to achieve by using your services. Finally, research the tactics you use to overcome buyer objections when selling your services. Accordingly, use gathered data to improve your marketing efforts.

Consult your team members when creating buyer persona for law firm.

6. Understand how you can help

Next, create a clear picture of how your service can help. As part of this step, dig deep to analyze the benefits you offer to customers. A benefit is how your service makes your customer’s life easier or better. Ask yourself these questions for each of the pain points and goals you’ve collected:

  • How can you help? Answer in one sentence and add it to your persona template.
  • What are your audience’s main purchasing barriers? How can you help overcome them?
  • Where are your followers in their buying journey? Are they researching or ready to buy?

7. Create your buyer persona

Once you’ve gathered all of the information, think of a name for your persona. This can help you come up with more personalized content. In addition, it will allow you to establish effective communication. Next, include every collected information, such as pain points and goals, age, education, home situation etc. 

These details will help you create a more realistic image of your buyer persona. As a result, your messages will resonate better with them. Consequently, it will attract them to you. Afterward, give your ideal customer avatar a face. Browse through stock images and find a picture to associate with him/her. In addition, create a short “life story” for your customer avatar. Don’t forget to describe both who each persona is now and who they want to be. 

Consequently, start thinking about how your services can help them get to their place of ambition. Use your ideal customer avatar to connect with your target market. Think about your buyer personas every time you create content or marketing material. That way you will be able to create marketing campaigns that resonate with them.

Click here to download our Buyer Persona template you can use for your firm.


Customer persona can help you understand your target audience better. Accordingly, this will enable you to provide a rich experience to them. Creating a buyer persona for your law firm is an excellent way to boost your marketing and sales strategy. Besides improving your customer service, it drives higher engagement. In addition, make sure to include your team members in the process. For they will provide different information and perspectives. Once you have major key points in place, you can create your ideal buyer persona for your law firm.

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If you require assistance with setting the winner marketing strategy, contact us today.

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Read complete guide to brand strategy for law firms.

How to Create a Brand Strategy for Law Firms

Read complete guide to brand strategy for law firms.


A branding strategy is a long-term plan for the development of a successful brand to achieve specific goals. A well-defined and executed brand strategy for law firms affects all aspects of a business. It embraces the brand’s mission, its promises to customers, and how these are communicated. Furthermore, it is directly connected to consumer needs, emotions, and competitive environments.

The main goal of a successful branding strategy is to let the world know what is your law brand’s purpose. To develop a brand strategy, begin by setting your business goals. Use those long-term objectives as a basis for all of your strategic branding efforts. We believe the best approach is to follow 7 step process:

1. Define Your Purpose

The first step to crafting a successful brand strategy is to understand the purpose of your law firm. To do this, you need to know why your brand exists, what purpose it has and what it stands for.

Furthermore, include your mission, vision, and company values in this step. They should support your strategy and become central to your company’s culture. Moreover, they will become crucial to building a recognizable law brand.

When defining your business purpose, ask yourself these questions:

Who are you trying to sell to? What do they need or want? How are their needs not being met? What problem does your brand solve? Who is your ideal customer? Who is your competition? What is the story behind why your brand was created? If your brand was a person, what would their personality be like?

Once you answer these questions, proceed to the next step.

2. Research Competition

Before executing your marketing strategy, you need to research your competition. Competitive analysis is important for understanding what specifically differentiates you from the competition. Furthermore, it is something you’ll want to focus on in your marketing message. Use these insights to improve your own strategy and create greater value in your overall brand.

For a start, answer these questions: Who will you be competing with for attention? How might they outshine you? What differentiates your law company from others? Besides the stated, there are a number of ways to conduct a competitor analysis. Other popular tools include perceptual maps of industry position and analysis of the 5 competitive industry forces.

Conduct a thorough research when developing a brand strategy for law firms.

3. Target market research

Researching your market and understanding your audience is a big part of executing your brand strategy. To build a brand strategy that genuinely connects you with people, you need to know exactly who you’re selling to. By knowing your audience’s needs, you will easily determine how to serve them and communicate with them. 

Start by defining your ideal client or a customer persona. A customer persona is a detailed description of the ideal buyer who will buy your service. It can help you understand what type of person you are targeting with your marketing. When creating your customer persona, ask yourself the following questions:

What is their age, gender, and education level? Furthermore, what is their job and what does their typical day look like? How do they gather new information and what was their most recent purchase? Conduct thorough research in order to understand their consumer journey properly.

This will help you come up with a roadmap to move consumers along with the ultimate goal. The final step within your market research is knowing where your audience is, both physically and in the digital world. As a result, it will help maintain cost efficiency in your marketing efforts.

4. Articulate Your Messaging

Next, you need to discover your Brand Essence (your company’s expressions) and your Brand Messaging. Start by extracting and documenting these elements effectively. That way you will ensure honest, authentic, and consistent brand communication at every touchpoint. 

Brand Essence consists of your personalityvoice, and tone. Personality is a reflection of your purpose, unique values, mission, and vision. Moreover, they are influenced by your beliefs and demonstrated in your behavior.

After discovering your personality, infuse it into every aspect of your brand. From your customer service process to your product descriptions. That way you can differentiate your law company from the competition and cultivate relationships.

Afterward, create your brand messaging by defining your Unique Value Proposition and identifying messaging pillars. Your messaging pillars are the key stories you want to tell about your brand. In other words – what makes you unique and different. Every piece of content you create should reinforce these core messages across all touchpoints. Furthermore, your future law firm’s marketing strategies should be based on these points.

5. Design Your Visual Identity

Once you understand your brand and your audience, think about how you will deliver your message. Decide your logo designcolors you choose to represent your brand, general tone of your advertisements, etc. These elements are very important for creating a long-term recognizable brand

Therefore, ensure that these elements are chosen carefully and that they truly relate to your message. In short, the logo, colors, typography, imagery, and photography act as the “face” of your brand. A strong visual identity is meant to be purposeful, first and foremost. Thus, a good visual identity is:

  • Flexible: It should be able to grow with your brand
  • Comprehensive: It should provide brand designers and content creators needed tools
  • Intuitive: It should be intuitively designed and well constructed
Include brand guidelines when creating brand strategy for law firms.

6. Create Your Brand Guidelines

Depending on your brand, you may need to expand your visual identity over time. Therefore, consider adding brand guidelines for additional visual elements. Your brand guidelines are a document for how to use your brand, specifically in the content and communication you create. 

Thus, include enough direction to empower any creator to produce work that strengthens the brand. To ensure your brand guidelines are comprehensive, include direction for both your visual and verbal identity. Once you’ve completed your guidelines, make sure they are accessible to your team and updated regularly.

7. Test, Refine and Develop

Finally, it is important to remember that a brand strategy for law firms should never be stationary. If your brand strategy stopped being relevant and effective in the competitive landscape, it’s time to develop a new strategy.

To do this, you’ll need to identify which tactics are not useful anymore and explore the reasons for this. When exploring the reasons, gather information from your customers, employees, decision-makers, and competitors. The next step is to find alternatives, assess the merits of each, and finally decide on changes to your strategy.


A successful brand strategy for law firms must be well-designed and executed across all business functions. In addition, it should have the capacity to improve the consumer experience, competitive advantage, and financial performance. A specific, achievable brand strategy is an essential component of any business because it affects every area of your business. Understanding your purpose and using your values to guide your decisions in the future is the key to your business success.

Unique Value Proposition is your secret formula that differentiate your brand from the others.

In order to properly define and develop it, contact us today.

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

Read about the importance of brand style guide for law firms.

Brand Style Guide for Lawyers and Law Firms

Read about the importance of brand style guide for law firms.


In short, a brand style guide is a rulebook. It contains specifications on everything that plays a role in the look and feel of your company’s branding. Furthermore, it is the documentation of your brand identity. However, it is presented in a format that makes it easy to apply to any content you create. 

Using a brand book ensures that your law brand looks and feels the same. Even when you have different people working in different positions in your law firm. A style guide is important because it helps your business communicate in a consistent way across all channels. From your logo to brand voice, graphic designers to marketers, it helps you present a consistent brand.

Your style guide should be:

  • Comprehensive: Including as much relevant information as possible.
  • Practical: Providing clear direction with simple language and helpful examples.
  • Accessible: Everyone on your team should know where to find your style guide.

Most importantly, your style guide should be customized for your law brand’s unique needs. Before you create a style guide, you need to know your brand. Moreover, define its key components: mission, vision, target audience, brand personality, and core values.

When crafting your law brand style guide, start with:

1. Choosing your format

Depending on your needs, you can design your style guide for multiple mediums. You can create printed guidelines or digital guidelines, accessible from anywhere. Moreover, you can try interactive style guides, which are easy to navigate and more dynamic. 

2. Defining brand guide elements

There are six essential elements that need to be included in every brand style guide. Some of them may already be created, like your logo or color palette. However, for others, you’ll want to go back to your inspiration boards. A designer will help you take those moods, feelings, and images and turn them into tangible brand elements.

Read about the importance of a brand story in brand style guide for law firms.

Brand story

Every great brand is driven by a compelling brand story. A brand story describes the things that a company cares about most. In other words, it is used to communicate the company’s values to the public. Moreover, it can also help guide major decision-making within your law company. Your brand’s story should always come first in a brand style guide. That way it can set the stage for the brand experience and inform the rest of the style guide.

Logo guidelines

Brand story aside, your logo is the most important part of your brand. It’s the one thing that everyone should immediately recognize as belonging to your law company. Therefore, ensure your logo is used in the way you intended and prevent mistakes that could send the wrong message. Include all approved versions of your logo and describe when to use each one. Moreover, explain how not to use it and show visual examples to make it really clear.

Color palette

In your brand style guide, clearly define your law brand’s color palette. Defining a brand palette will go a long way towards creating a consistent look and feel. For example, in your style guide, show swatches of your brand colors. Your color palette can guide your logo, website design, printed advertisements, and event collateral. Therefore, make sure to include the information needed to reproduce those colors accurately. Check out these online tools that help you choose a color match or convert digital color into other values.

Read about the importance of typography in brand style guide for law firms.

Typography and font guidelines

Typography is another visual element of your law brand style guide. No matter how complex your typography scheme is, make sure to give clear instructions for use. Typographic guidelines can support your blog design, website copy and a tagline to go with your company logo. To enhance your brand experience, use a brand style guide. That way you will ensure you’re applying typography consistently across your collateral. In addition, outline what fonts are used for what purposes (in print and on the web).

Image guidelines

Everything about your imagery contributes to the perception of your law brand. This includes your brand’s style, color, and content. Whether you work with photos or illustrations, provide lots of examples and thorough descriptions. If your branding features infographics or data visualizations, provide stylistic guidelines for them as well. Specify when and where to use infographics and data visualizations and include style preferences and technical conventions. That way you will ensure a cohesive brand presence

Brand voice

The importance of having a consistent brand voice in your messaging should not be underestimated. Brand voice strongly affects how your audience feels about your law company. Therefore, define the style that resonates with your audience and aligns with the personality of your brand. Afterward, ensure that it’s replicated across all channels by including it in your brand style guide.


3. Making a list of additional brand collateral

Maybe your law firm will have to include more than these six essential elements in its brand style guide. For example, if your brand is primarily digital, you will need to codify how you layout images on your website. In social media marketing include guidelines on the types of imagery you use in your posts. A brand style guide should fit the organization it belongs to. Start by making a list of any additional elements that you will need to cover in your guide.

4. Making an outline for your guide

Next, determine the structure of your guide by making an outline. Take your 6 essential elements, mix them with your business-specific needs and build an outline. Afterward, decide if you want your guide to be a digital PDF, to be available online, printed, etc. Furthermore, make this information clear and visible to everyone.

5. Keeping your brand guidelines updated

Your brand is always growing and changing and your brand guidelines should reflect that. After crafting your brand guidelines, revisit them periodically. Select the time to review and refresh them. You can do this one month, a quarter or a year after finalizing the guidelines.

Work with your team to schedule regular content reviews. Moreover, make sure the guidelines are being appropriately applied. Most importantly, have regular conversations about what is or isn’t working. Brainstorm with your team the ideas that will make using brand guidelines easier. 


Your brand guidelines are the summation of your brand strategy. Therefore, they should include everything anyone might need to know about your brand. Include your law company history, milestones, or any other relevant information about its background.

Moreover, explain who you are, what your law company does, and why it matters. Follow the previous steps to create a comprehensive, practical, and accessible brand style guide. Furthermore, allow everyone representing your brand to produce collateral quickly, efficiently, and with confidence.

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If you require assistance with setting the winner marketing strategy, contact us today.

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Learn about everything you need to know about Unique value proposition.

What Is Unique Value Proposition [UVP]?

Learn about everything you need to know about Unique value proposition.


In short- a value proposition is a promise of a certain value to be delivered. Also known as a unique value proposition (UVP), it represents a clear statement that describes the benefits of your offer to customers. Furthermore, it explains how your services will address their needs and solve their problems. Finally, it communicates what distinguishes your law firm from the competition.

UVP is a form of brand messaging that gives your potential customers a reason to choose you over your competitors. Moreover, the less known your law company is, the better your value proposition needs to be.

Strong UVP should offer:

  • Relevancy: Demonstrate how your services solve customers’ problems or improve their situation
  • Quantified value: Describe how your company will deliver specific benefits
  • Differentiation: Give your ideal customer a reason to choose your company

Your unique value proposition should appear on your landing page and in every marketing campaign. It should tell your potential customers everything you offer in a short form, while you have their attention.

Crafting effective value propositions can be challenging because they need to be distinct, concise, and interesting. They also need to be user-centric, which means focusing on what users need as opposed to what you offer.

How to discover your UVP

A unique value proposition is a great way to stand out from your competition. Furthermore, it should aim to attract high-quality customers who truly identify with your business and brand. However, creating UVP takes research and a clear understanding of your brand and what you can provide to your audience. 

In its most basic form, a value proposition is a summary of how your product or service benefits your customers. Typically, it answers the question: “What does your company do?”

Your unique value proposition is also a display of your law firm and what you stand as a company. Furthermore, it should be an explanation of what you offer, who do you serve and what makes you different from your competitors.


To begin with, make a list of all the features of the services you offer and create a specific explanation. Keep the focus on your audience benefits by demonstrating how your services will benefit them.

Make sure your value proposition addresses their needs as closely as possible. Take into account what your customers are looking for and how they phrase their needs and incorporate this phrasing into your proposition.

Think about the presentation of your services from the customer point of view. Note the key attributes that are important to your customers. Find out why they would buy products and services from you and not from other competitors.

Our branding agency for lawyers can help you discover and establish your unique value proposition.

We help lawyers gain a competitive advantage in the connected world

Carmine Cloak is a law firm brand design agency for lawyers that provides services such as Strategy, Branding and Digital with Consulting. 

We offer you design guarantee on all work and service done in less than 60 days. Our expertise applies new and proven trends and focuses on partner relationships and putting our clients first. 

Schedule a free 30-min consultation with our team to get to know us and see how we can help you out on your journey. To check the compatibility of our services, click to view the complete process.


Before you start writing your value proposition you should define your target audience. Do your research to understand who they are and what they look for in services like yours:

  • Who is your audience?
  • What are their interests?
  • Which values do they nurture?
  • What are their needs or pain points?
  • What motivated them to search for what you offer?
  • How can you help them?

After gathering data, use this information to develop an ideal customer persona that you can tailor your value proposition to. Afterward, review each company feature from your ideal client’s point of view.

Identify and meet the unsatisfied needs that your target market has. Once you have recognized their pain points, define how your services can help solve them. Furthermore, develop your value proposition around them. Your unique value proposition should help you connect with your target market.


Start by conducting competitor research– check out their websites and examine their marketing campaigns. This way you can understand how customers think of your business vs. your competitors. Besides that, you can learn from the strengths and weaknesses of your competitors and use them to your advantage.

It’s essential that your value proposition includes a unique selling point or feature that sets your company apart. This is an important step in order to convince your potential customer you are a better option for them.

How to define your UVP

Once you have clearly identified the benefits you want to use, start writing your unique value proposition. Write down what your business is all about and point out the features and benefits. Write several variants until you find a suitable formula.

Have in mind that you have less than 10 seconds to capture the visitors’ attention span. If they can’t immediately find out how you can help them, they will leave your website. The value proposition is usually a block of text (a headline, sub-headline and one paragraph of text) with a visual (photo, hero image, graphics).

UVP headline should consist of the benefit you’re offering in one short sentence. It can mention your service or customer review but make sure to make it an attention grabber. Sub-headline is a 2–3 sentence paragraph. A specific explanation of what you do/offer, for whom and why it’s useful. Next, list the key benefits or features through 3 bullet points. Finally, show the product image, the hero shot or an image reinforcing your main message.


  • Aim for simplicity
  • Make it memorable
  • Focus on value
  • Use the proper language
  • Try to capture readers’ attention
  • Eliminate generalities, repetitive words
  • Exclude ambiguous, unclear sentences
  • Focus only on the promises you can keep
  • Formulate uniquely to avoid plagiarism
  • Finally, review everything you’ve written and write the final form of the proposal
Read how to define your Unique Value Proposition.

Evaluate your current value proposition by checking whether it answers the questions below:

  • Which services is your company selling?
  • What is the end-benefit of using it?
  • Who is your target customer for this service?
  • What makes your offering unique and different?

Use the headline/ paragraph/ bullets/ visual formula to structure the answers.

Furthermore, ask yourself the following questions:

  • What are your competitors lacking?
  • What do you do better?
  • Why do these differences matter to your customers?

Once you have clear answers to these questions, you can begin to write a more effective value proposition. Summarize what your company does in one sentence in order to make it clear and instantly recognizable.

A strong unique value proposition comes with specificity. It needs to be as specific as possible about the benefits your services provide to your customers. It needs to be clear on what problem or need you are addressing and demonstrate how you solve this problem. Furthermore, it should explain why customers choose you over your competitors.

How to communicate your UVP

Once you’ve got a compelling unique value proposition, include it in all your advertising. Consider your UVP as a core around which to build your entire business plans and success. Place it on your website’s homepage to make it clear how you can improve your customer’s situation.

A strong UVP can ease your marketing activity because it gives you a dominant position in a target market niche. Therefore, the key to success is to offer as many benefits as possible to counter the competitors’ offers. 

Benefits refer first of all to how the product brings more significant value in the eyes of the target customer. Moreover, they communicate the features that refer to the characteristics of the service. For example, they can include factors such as a more extensive product range, customer service, high quality, best prices, etc. In other words, you should make your business special in the eyes of your customers.

Offering small advantages can distinguish your company from the competition:

  • Free bonus with a purchase
  • No long-term contract, cancel any time
  • Money-back guarantee
  • A discounted price

Finally, make sure these values are visible with the rest of the value proposition.

Read about the importance of testing your unique value proposition.

How to test your UVP

After you have completed the previous steps, don’t forget to test your UVP. Make sure it meets a few basic criteria:

  • It should clearly state what your service is 
  • Your UVP should define who can benefit from using it
  • It should set you apart from the competition


When you test out your value proposition, include unbiased readers. Besides people who are already familiar with your business, it’s important to include the ones who are not. The first ones have likely already formulated their opinions on your brand, which makes them biased readers.

Instead of relying on people who are already aware of your business, ask people who are unfamiliar with your brand. Ask them if they are clear on what your service is and what the benefits are to the ideal customer.


A/B testing is another way to test out the effectiveness of your value proposition. Ideally, it is a way of comparing two web pages to see which one performs better. These tests allows you to make changes to your web pages while gathering data on how they perform. In the case of value propositions, run tests on your homepage or landing page so you can see which version generates the most engagement and conversions.


Your UVP has enormous potential to help your business attract customers and give you a huge advantage over your competitors when written effectively. As a part of your brand messaging, it represents a value that makes buyers connect to your brand by motivating them, persuading them, and ultimately making them want to purchase your service.

An effective value proposition clearly articulates why a prospective customer should buy from your company instead of a competitor. In other words, it provides your company with a unique differentiation. Therefore, keep your language concise, target your ideal customer and make it clear what sets you apart from the competition. Finally, make sure your unique value proposition fits the image you’ve created for your brand.

If you want to learn more, check out Branding for Lawyers: Ultimate Guide and Key Branding Terms You Should Know About.

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