Law Firm Branding Tips From the Pros

Quick, describe your law firm’s brand in twenty words or less.

Having trouble doing it? Aren’t even sure you have a brand, other than your logo and a few paragraphs on the “About Us” page of your website? If so, your future might be bleak.

“As routine legal work becomes more commoditized, what law firms offer is becoming less important to legal buyers,” says the New York marketing and branding firm DeSantis Breindel. “Instead, as executives scramble for influence and resources, they’re looking for a methodology and mission that aligns with their goals. They’re looking for a law firm whose partnership helps them shape strategy and makes them look like a hero.”

And that, according to DeSantis Breindel, is where your brand comes into play: “A strong, differentiated brand can build and sustain goodwill, providing the extra edge over the competition during evaluation and keeping the relationship strong during rough patches.”

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Branding Tips from Top Execs

Here are some of the ways top entrepreneurs in the country built and burnished their brands. All are members of “The Oracles” mastermind group. Their wisdom appeared in this piece in Entrepreneur: shares

• Create content that says something unique about you. “You don’t want to be in the business of selling; you want people to come to you. Your brand is what makes that happen, which is why it’s the single most important asset in your business. To build a strong brand, create content that brings value to your customers. The intention behind the content is imperative. If you’re creating it just to sell something, people will instinctively know. Don’t worry about being perfect. Just be yourself. Focus on becoming the voice of your industry and helping your clients. Listen to their problems and address them. And remember: It’s not about likes or followers — it’s about business results.” (Gary Vaynerchuk, VaynerX)
• Tell a story. “Start by solving a problem. If it’s personal to you, even better. Storytelling is also key. Share your story in a way that others can relate to. Ensure you’re driven by passion and purpose and that your mission is clear.” (Kara Goldin, Hint Inc.)
• Get clients first. “Don’t spend much time planning the perfect brand. Instead, first, start selling and building a customer base. Talk with your customers, even if it’s just via email or surveys, to find out what they like, what they don’t, and why they bought from you. Then adjust your branding and messaging to resonate with others like them.” (Matt Clark)
• Solve a problem. “See your customer as your most valuable asset, not your bottom line. When you switch your focus from increasing profit margins (taking) to providing value to your customers (giving), they will want to continue buying from you. Your worth is directly proportional to the value you provide. At its core, business is simple: identify a problem and offer a solution. That’s what people are willing to give up their hard-earned money for.” (Jose Zuniga, ESNTLS)
• Invest in your firm. “Branding is about getting people to follow you and tell all their friends about you. To make that happen, you have to spend money on marketing. It’s not ‘one size fits all.’ Building a respected brand is how you create a profitable and sustainable business, but it requires investing back into your business.” (Patch Baker, Mobius Media Solutions)
• Fulfill your promise. “Branding is about selling ‘the feeling.’ That starts with finding your voice. Invest time and money in customer service, and your customers will tell you what is and isn’t working.” (Michelle Luchese, Manly Bands)
• Focus on doing good work. “Doing good work is good for your professional pride and your business because satisfied customers will keep coming back and refer others. Having loyal advocates who back you is critical to establishing a powerful brand. Next, identify what makes you stand out. The internet commodifies everything, so you must communicate how you’re different from others.” (Judd Rosenblatt, AE Studio)

Source: Entrepreneur