Posts in category: Marketing

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.

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:

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:

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:

• Develop a deeper understanding of customer needs and how to solve for them
• Guide service development by creating features that help them achieve their desired outcomes
• Prioritize which projects, campaigns, and initiatives to invest time and resources in
• Create alignment across the organization and rally other teams around a customer-centric vision

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:

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:

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:

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.