The benefits of good branding for your law firm

While the advent of digital marketing has seen an explosion of competition in legal services, many lawyers remain averse to branding and marketing efforts. But a strong brand and well-developed marketing strategy is no longer optional for firms that want to stand out and get ahead in an increasingly competitive market.

Branding helps distinguish your law firm from others. In a saturated market, this is crucial. Your firm needs to be distinct and memorable, or it will get lost among thousands of other firms. It also lets you communicate to clients and potential clients alike what makes your firm relevant, distinctive and worth their money. Many lawyers underestimate just how business-savvy their clients are. They expect professional presentation from law firms, like any other professional services firm, and they will judge a firm based on its branding (or lack of it).

What is bad branding?

Bad branding is inconsistent. The logo appears one way on the firm’s website and another way on business card. Fonts and colours change across mediums, and there is no consistent style or tone in content. There are no ‘slogans’ associated with the firm, or they vary so widely that there is no cohesive message. Changes to branding are completed ad-hoc, without consideration of a long-term marketing strategy. Sometimes, the branding is just not appropriate or relevant. It doesn’t ‘fit’ the firm, the area of law or the profession in general.

Good branding is the opposite – consistent, relevant, distinctive and memorable.

Logos usually come to mind first when discussing branding, and for good reason. The logo is the ‘face’ of the firm. Images are more memorable than text, and because the logo appears on all firm collateral, it’s important to put thought into your logo design.

The do’s and don’ts of logos.

Don’t: Stock logos.

You may consider purchasing a stock logo because it is cheaper, but you will get what you pay for: a logo that not only looks cheap, but one that might show up as the logo for another firm as well! This is damaging to your firm’s reputation. A custom-designed logo that is tailor-made lends credibility to your firm. It tells prospective clients you’re serious about your work, because if you are willing to spend time, resources and effort on your branding, you’ll do the same for their matter.

Do: Consistency.

Consistency is crucial for strong, memorable messaging. Ensure your logo is the same across all material, online and offline. If you have differences in your logo across collateral, it’s confusing for clients and weakens your marketing strategy.

Consistency also means ensuring your logo looks good in different sizes and on different types of collateral. What looks good small may not look as good when it’s magnified. This is where enlisting a professional designer helps. They can make sure your logo is both rendered in the highest quality and looks great at any size, on any medium.

Don’t: Overused Images

Your branding should always be professional and relevant to your clients’ expectations of law firms. At the same time, traditional images – the scales of justice or the gavel – are overused. These are very common symbols in legal branding, to the point of being stereotypical. If you do want to use them, try to put a creative spin on them to set yourself apart.

Do: Timeless over trendy

When designing your logo, choose design features that will age well. While a style or font may be fashionable now, you’re best to use elements that will look good years from now. A logo grows more commercially powerful the longer it lasts, as more people associate it with your firm. Changing your logo every few years only weakens your marketing strategy.

Don’t: Complicate it

Try not to overcomplicate your logo design with many design features. Something that is simpler will be easier for prospective clients to instantly recall.

Do: Get the right colours

When it comes to choosing colours for your logo, it’s important to remember that colours evoke responses in people. Red is said to convey strength, intensity and action; yellow is optimism, warmth and clarity; blue evokes security, trustworthiness and dependability; green expresses growth, money and health, and both black and white are professional and classic.

These principles are not fixed. An individual’s association with a colour is also influenced by their own circumstances, so don’t choose a colour just because you think it will persuade people to engage your services. The more effective strategy is to choose colours that ‘fit’ your firm’s personality.

If you want to take your law firm to the next level of profitability, you should think about branding. Zaliet can help custom design an authentic, distinct and memorable logo for your law firm that looks great on any collateral, online and offline. For more information visit https://zaliet.com/logo-design-for-law-firms

About our guest author

Rachel Williams

Rachel Williams

Rachel Williams is the CEO of Zaliet, the only global provider of websites to small law firms in the world. Rachel has worked inside small law firms and has delivered technology solutions to small law firms for the past 8 years.

Related Articles

Why does my law firm need a website and SEO?
Why does my law firm need a website and SEO?

Do you already have a website for your law firm? Did you launch your law firm’s website five years ago, and haven’t updated it since? Or have you just invested in a new website, but can’t find it yet listed on search engines? These are common issues faced by law firms...

How to increase your law firm’s prices during inflation
How to increase your law firm’s prices during inflation

During inflationary times, law firms are faced with increasing prices to uphold service value. Following inflation, you’ll look to review your client agreements, and possibly make changes – although not overnight. In an inflation scenario, to uphold your client...

Does my law firm’s website need a blog?
Does my law firm’s website need a blog?

The best way to regularly add fresh content for your law firm website is a blog. By setting up a law firm blog, you’re feeding search engines fresh content to facilitate client leads. Without a blog, you could be losing clients who otherwise would have visited your...

How do you market a law firm?
How do you market a law firm?

Telling the story of your law firm is an essential piece of your business’ marketing puzzle. While word of mouth is great, it isn’t everything. If you want your law firm to grow, you will need a marketing plan. Don’t know where to begin? The best way to start is to...

Stay Informed With The Latest Law Firm Marketing Trends.

Join our mailing list to receive the latest news and updates from our experts.

You have Successfully Subscribed!

Please Contact Me About

Websites & Related Services

Thank you. We will be in touch with you soon!