One of the greatest challenges lawyers face in building a law practice is time. I have yet to meet a lawyer or work with a law firm where time is not a scarce resource. Billable hours, client demands, law firm management and administrative responsibilities are top priorities.
As a result, many lawyers question the value and need for defining a law firm brand. “What does branding have to do with law firm marketing? ”
To answer this question, I want to start with what branding is and is Not.
A brand is NOT just :
- a logo
- a tagline
- a web site
A brand IS:
- A promise and a commitment
An effective law firm brand will communicate your uniqueness, express your value, tell your story and create a memorable presence in your target market. Your brand will not be for everyone.
A brand is a living entity – and it is enriched or undermined
cumulatively over time, the product of a thousand small gestures.
– Michael Eisner
A strong law firm brand will send the message about who you are and drive how you are perceived by the market and clients. Internally, it will set the agenda and create a common purpose behind your strategy.
Successful law firm marketing starts with exceptional value and service to clients. A common “brand promise and commitment” helps align everyone in the firm to deliver a consistent message and more importantly to provide a consistent level of service and value to clients.
In summary, your law firm brand has everything to do with marketing and is the foundation for an effective marketing strategy. Your brand should answer the following questions:
- What is your firm’s value proposition?
- How does your firm differentiate from other firms?
- Who are you?
- Who are your clients?
- What is your firm’s voice?
- What is your firm’s consistent message?
- What is your firm’s promise and commitment?
The answers to these questions will help you to leverage the synergy of your firm’s expertise and talent. By clarifying and internalizing the answers to these questions, you will have the foundation for creating a marketing plan that produces extraordinary results. On the other hand , if you begin your marketing plan without knowing the answers to these questions, you may end up spending your valuable resources, including time, on a plan that produces