Your Brand is Your Firm's Promise

Your Brand is Your Firm's Promise

Your Brand is Your Firm's Promise

Most law firms spend very little time worrying about branding. Many think that with a logo, letterhead, and business cards, they've completed their brand image. However, a brand is bigger than a few symbols. Your brand is your firm's promise.

Brand Qualities illustrate what your firm wants its brand to be known for. Think about specific qualities you want your prospective and current clients, staff, and partners to use to describe your practice. For example, if your firm represents larger corporations your qualities may include professionalism, experience, dependability, competence and authority. If you represent individuals in a high volume practice your qualities may include efficiency, friendless, fairness, timeliness and value.

By promoting your firm in a consistent and meaningful way, you establish your promise as well as an expectation of your services that helps build awareness, loyalty, and trust. I recently came across an article on Law.com that talked about the importance of branding your firm, and why it can be easier to do in a down economy. The article listed the following reasons why branding can be easier and more impactful in a down economy.

Less Competition: Less firms are paying for advertisements so yours will stand out.

Show of Strength: the economy may be struggling but your firm is not.

Training Opportunity: train people to "live your brand."

Business Retention: having a positive brand image helps to create customer loyalty.

To successfully establish your brand, all attorneys and staff must work together as faithful representatives of the brand. They must be consistent in how they present the brand to each other, as well as to clients. A brand is built over time as the firm integrates its brand strategy into everything it does. Put together a brand guide book that defines important characteristics of your firm including your promise, qualities, position, brand connections and brand story.

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