How do law firms increase brand awareness?

Law firms with a solid brand identity will successfully communicate their law firm’s services. You want people to remember your law firm and convince them to become part of the story. So how can you stand out in the legal industry and connect with the clients you want? Let’s begin with the basics of branding.

What is branding?

If you’ve watched Mad Men, the American TV series following the escapades of 1960s advertising executives, you’ll know that branding is more than just a logo or name. Branding helps tell stories that people want to be a part of. Hear the phrase Coca-Cola? You’ll know the label, but you may also think of a time and place. Hear someone say Google? You instinctively see the multicoloured word above the search box that you may have used just hours or even minutes ago. Your recognition didn’t happen by accident; it happened with branding.

Creating your law firms branding

In the legal industry, branding can consist of many things, including:

  • Name
  • Tagline
  • Logo or symbol
  • Design style
  • Distinct colours
  • Brand voice
  • Client experience
  • Client reviews

Branding is not just the logo on your letterheads, website, and business cards. Branding is your law firm’s identity. Potential clients often make up their minds about your law firm based on first impressions. Branding is something you can create and control, which  can lead your client’s toward having the best first impression possible.

How law firms can grow brand awareness 

Successful law firm branding requires an investment of money, time, and consistent actions. Deciding on your brand is more than a logo. It can include creating brand values, choosing representative visual elements with longevity, and researching your clientele. Once you’ve established the brand foundations, embed the brand in your law firm. Consistently communicate the branding across every interaction with clients. Remember, your staff will be your brand ambassadors.

Rinse and repeat: consistency of branding in the legal industry 

If you consistently communicate your law firm’s brand to clients in person, on your website, on social media, or at relevant industry events, your brand will experience growth. Nowadays, you are expected to communicate consistently on your law firm’s website and social media to advance your chosen brand identity. We don’t advocate that you become Coca-Cola or Google to be a successful brand, but we suggest modelling their example of consistency. Once you decide on your law firm’s branding, be consistent in all of your communications to your clientele to inform their perspective and create long-standing relationships.

The difference good branding makes in the overall success of a firm

Branding supports your marketing and advertising efforts by providing a consistent narrative in a competitive legal industry. You achieve brand awareness when clients requiring legal advice have your law firm’s name in mind. Building your branding can lead to your law firm and associated clientele being proud of their part in your law firm’s legacy. By solidifying your branding in your clientele’s minds, your law firm can develop into a leader within the legal industry.

Got branding?

By having a consistent brand, you demonstrate you’re worth the investment from your clients. By investing in a strong brand today, you can help increase your clientele and leave your mark on the legal industry of tomorrow.

About the author
Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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