As an attorney in solo practice or a member of a small- to mid-sized law firm, it may feel strange to think of your law practice as a “brand.” Many service providers, including law firms, may not think of themselves as brands, as they do not sell products to consumers like sports apparel or snack food companies. However, law firms rely on a steady stream of clients to serve, so having a content marketing for attorneys strategy in place is essential to ensure that potential clients in your area become familiar with your services. Even if they do not have an immediate legal concern, their increasing familiarity with your law firm’s brand identity will cultivate trust over time and increase the likelihood that they will turn to your law practice when the need arises.
So, what does building a distinctive and memorable law firm brand identity look like? Before you assume that this process will be an ineffective use of your valuable time and attention, it’s helpful to recognize the measurable impact that a cohesive and impactful brand identity can have on your law firm’s ability to attract and retain clients. This post will highlight the importance of defining your law firm’s brand—particularly when it comes to supporting your overall digital marketing for law firm strategy—as well as some useful tips for getting started. As always, you can enlist the assistance of an experienced law firm content marketing strategist to ensure that your efforts align with your goals.
Why Create a Law Firm Brand Identity?
Smaller law firms do not typically have the larger marketing budgets or in-house marketing departments of larger, more established firms. Understandably, small law firms want to maximize their law firm content marketing efforts while remaining budget-conscious as much as possible. Law firm branding plays an important role in amplifying your overall law firm digital marketing strategy. Essentially, creating a distinctive law firm brand identity ensures that all of your marketing efforts, from social media ads to your website content, is consistent, cohesive, and impactful. For example, you want to know that someone who comes across your website while searching for information on a legal topic forms the same impression of your law firm as they would if they interacted with a post your firm shared on a social media platform. If these two experiences created different impressions, the viewer would likely feel confused or put off by these inconsistencies. By taking the time to define your law firm’s brand identity, you can maintain consistency across all platforms and inspire trust in those who start to see your firm as an authentic and harmonious brand.
How to Create a Unique and Impactful Law Firm Brand
The most effective brand identities begin with introspection. Take some time to reflect on the qualities that set your law firm apart from others providing similar services in your community. In other words, what can clients expect from you that they cannot receive at other law firms? It can be helpful to consider what drew you to specialize in the areas of law your firm provides. What motivates you to help your clients with these legal matters? Additionally, what other aspects of your firm distinguish you from other law practices? Perhaps you believe in communicating frequently with your clients to make them feel more empowered and involved in the legal process. Once you have a clearer idea of the qualities or services that make your firm unique, it’s time to start using this information to build a powerful brand identity. Here are some steps to help get you started.
Revisit Your Law Firm Web Design to Highlight Your Brand Identity
When it comes to website design for law firms, prioritizing the user experience is the most important focus. By using your brand identity to inform your web design, you can make sure that those who visit your website feel welcomed and encouraged to entrust your firm with their legal concerns. At LegalRev, we recognize that generic legal websites do not engage potential clients in lasting ways. Instead, our experienced law firm content marketing specialists know how to help you articulate your brand identity and highlight these unique qualities on your client-centered and responsive website. We can incorporate your brand identity into your “About” page to connect with potential clients and show them that you are genuinely interested in serving them with the care and attention they deserve.
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Creating an Engaging Social Media Advertising Strategy
Once your website is attuned to showcase your brand identity, we can focus on creating a social media advertising campaign that further expresses your brand and legal services. We believe that your law firm’s social media presence can cultivate trust and build awareness about the services your law firm offers, making it easier for someone scrolling through social media to view your post and contact you because the post was impactful enough to inspire them to take action. As we help you create each post, we will make sure the layout, feel, and tone remain consistent with your brand identity, facilitating a seamless experience across all marketing channels.
Leverage Client Reviews to Reinforce Your Law Firm Brand Identity
Another consideration is to ensure that the brand identity you are communicating is actually experienced by the clients you serve. In other words, do your clients feel appreciated and valued when they work with your law firm? It’s important to keep an eye on client reviews of your law firm in case a negative review appears that requires a thoughtful and strategic response. Even a less-than-stellar client review can be addressed in such a way that further reinforces your law firm’s brand identity. For instance, by responding to the negative review with concern, grace, and an authentic interest in resolving the issue, those who see this exchange can see that your proactive approach aligns with your law firm’s stated goals and mission (i.e., to care for your clients with the respect they deserve). If you have additional questions about how to leverage your online reputation in a manner that supports your overall brand identity and digital marketing strategy, give LegalRev a call to learn more.
The time has come for your law firm to build an unforgettable brand to engage with potential clients in meaningful and impactful ways. Give LegalRev a call today at (800) 893-2590 to discuss your law firm’s brand identity and how these efforts can take your law firm content marketing strategy to the next level.
