Having a powerful brand strategy has never been more important for law firms. Hyper-competitive environment, globalization, and consolidation, combined with greater customer sophistication and changes in the regulatory landscape, all mean it’s more crucial than ever to be clear about what makes your firm relevant, different, and unique.
In this post, we will discuss what constitutes a successful branding strategy, why people are the brand, and how you can use this to your advantage in both online and offline marketing channels.
The definition of a successful branding strategy for a law firm
The first part of establishing and maintaining a successful brand is building a comprehensive strategy. Start with thinking about your ideal client – who they really are, what problems they face and how you can help them with that. Knowing your clients enables you to shape your brand in order to communicate and connect with them.
Most law firms fundamentally misunderstand their audience. They position their brand in the accolades and awards their firm and its partners have acquired. However, this is only a secondary concern to your potential clients. A survey by FindLaw stated that the four most crucial factors for potential clients include expertise, price, recommendation, and trust. The point is, branding isn’t about how amazing you are – it’s about how amazing you are in meeting your potential client’s needs.
People are the brand
Despite many other fields where the product is the star – whether it’s an iPhone or a bottle of Coca-Cola – in the legal field, it’s all about the people. In short, people = brand. In order for your law to successfully “be the brand”, your people must not only engage in the brand development process, but also comprehend how to deliver on the brand values, promises, and traits in what they do every day.
Precisely because of this, a law firm branding strategy is much more than a new message, logo, website, and materials. Rather, the most successful strategies include an engagement element that aids lawyers and team members alike comprehend the strategy behind the brand, and enables them to contemplate how they can “be the brand” for clients in tangible and real ways.
Trade shows and other promotional events aren’t just for regular businesses, they’re also an effective way for your law firm to showcase its services. They also offer your staff the chance to be on the conference floor, meet potential clients and speak to the existing ones. However, to receive the most return on your trade show investment, preparing everything beforehand is the key – for instance, by having quality materials ready for your major practice areas that target your audience.
If you attend multiple events annually, then purchasing a high-quality display stand becomes more cost-effective. There is an abundance of choice in the display industry, so it’s appropriate to do your research and ensure your display meets your law firm branding guidelines.
Forcing your way through the clutter with content
The biggest law firms are trying to do an end-run around the clutter by concentrating their activities on content marketing instead of traditional communication channels like ads. For law firms, videos, surveys, whitepapers, and newsletters are a crucial element of communications platforms. And why wouldn’t they be?
Purchasers of legal services are increasingly ignoring traditional marketing channels like advertising. They want to be educated and informed – not sold to. This is particularly true when you’re attempting to reach the elusive C-suite.
Unfortunately, the rising popularity of content as an advertising tool produced its own challenge: everyone is creating and distributing content. Hence, it’s vital to be agile and creative about what content you develop, and how you distribute it.
Law firms that desire to remain competitive in the multi-national, rapid and ever-changing legal market environment need to pay close attention to their management program and brand strategy. Establishing a great brand means including your staff in the process, having the right brand strategy, and using adequate offline and online marketing tools