What is it that brings a client back to a particular firm, or causes them to refer a firm to a friend or family member? In most cases, it’s due to the client’s affinity for the firm’s brand. Like any other product or service, brand awareness is critical to create a solid, steady stream of clients. A proper branding campaign can help your firm stand out from the rest and become more distinctive.
So how do you inspire brand loyalty? And what can you do to improve your firm’s brand visibility? Here are 4 tips to help make your law firm’s brand shine above the rest:
1. Brand Awareness Involves More Than Your Logo
While your logo is supremely important, it’s not the only part of branding. Your company’s brand also includes intangibles such as your firm’s reputation, prestige, and effectiveness in court. It is what people see and feel when they hear the firm’s name. Potential clients should have a feeling of trust, consistency and reliability when they hear your firm’s name or see the company’s logo.
Thus, when promoting your firm’s brand online, you’ll want to highlight firm activity and awards that support the company’s credibility and leadership in your particular practice area. Any content or headlines you promote should give your audiences a better idea of what your firm’s identity is.
2. Pay Attention to the Small Details
That being said, your company’s logo and appearance online are still of supreme importance. You’ll want to make sure that your website and logo are sleek and professional. Two main blunders can occur here: First, make sure your logo doesn’t use any graphics or images that look “cheesy.” For instance, in the legal field, items like gavels or the scales of justice are commonly used in firm logos. While this is perfectly acceptable, make sure the images you choose don’t look like something from 1990s WordArt or from stock images.
Second, the colors you choose for your company send very specific messages to your potential clients. Professional colors like dark blue and yellow can convey the idea that your firm is intelligent and academically grounded. On the other hand, flashy colors like orange or purple can give the impression that your firm is juvenile and inexperienced.
3. Visibility is Key to Promoting Your Brand
Getting your company’s visual appearance down is only the first step; from there, you’ll need to make sure your brand becomes visible online and that potential clients can find you. After all, what good is it to have a beautiful logo and website if your company can’t be found online?
In this regard, you’ll want to utilize as many channels as you can to promote your brand. You can promote through channels like:
- Press release websites
- Various other platforms
Also, make sure that all of your promotion is being done within the confines of legal ethics and advertising laws.
Pro Tip: Remember that it’s not only written content that helps to promote your brand. Photos and videos can provide a humanizing element that will help to put a face on your company. Legal clients love seeing lawyers participate in community events like fundraisers and charity promotions — they like knowing that firms are giving back to the community.
4. Successful Legal Brands Aren’t Built Overnight
Lastly, you need to understand that successful legal brands don’t simply materialize overnight. As mentioned, your firm’s brand is really based on reputation and credibility within the field, which are in turn based on hard work and dedication. On the other hand, online branding campaigns can bring additional success to your firm and can increase the firm’s visibility and prominence. It takes strategy, planning, and constant monitoring for long-term success, but a strong, memorable brand will be one of your firm’s greatest assets for growth.
Investing in branding right now will translate into significant gains as time goes on. In the past, traditional advertising in the Yellow Pages or television ads were somewhat costly. Now, online visibility platforms are much more affordable and more effective in allowing firms and lawyers to be seen.
Branding strategies will benefit from the assistance and oversight of marketing professionals. Contact us today and let us help you create a brand that clients will recognize and trust over the years.
Free Download: Legal Advertising Guidelines
These guidelines will help you grasp the differences between lawyer advertising and solicitation, learn what can and can’t be said, leverage social media and blogs and understand how images are supposed to be used in a legal ad.