As a business that relies on clients or customers to serve, it’s essential to understand the qualities that your consumers are looking for when they decide which company to work with. Over the years, the businesses that have worked hard to develop a unique and memorable brand identity have also cultivated public recognition and trust, as customers can recognize the logo, tagline, or company name and associate it with various perceptions. For example, those who see the Nike swoosh will associate this logo with athleticism, running shoes, and apparel. If the customers have purchased Nike products in the past and have had positive experiences with the company, their associations will continue to be positive whenever they come across a Nike logo, tagline, or commercial. However, it’s important to recognize that impactful branding is not only for large retail companies—any business that relies on serving clients can benefit from creating a meaningful brand identity that sets them apart from other businesses providing similar services. In particular, small- to mid-sized law firms can harness the power of building an effective brand identity to help them take their law firm digital marketing strategy to the next level.
When your law firm takes the time to focus on your brand identity, you will likely find the process to be meaningful and rewarding. Essentially, creating a brand identity for your law firm allows you to articulate the qualities and services that set your firm apart from other law firms offering similar services in your area. Once you have identified the unique features of your law practice, you can weave them into your content marketing for law firms strategy to make your firm more visible to search engine algorithms (and, ultimately, more visible to potential clients searching for a law firm that shares their values). Let’s take a look at some of the strategies that your law firm can use to build an impactful and distinctive brand identity and engage with more of the individuals and families you are hoping to serve.
Defining Your Law Firm’s Brand Identity
If your law firm has prioritized marketing over branding, you are not alone. Smaller law firms often lack the big budgets and in-house marketing personnel of larger, more established firms, so it’s understandable that attorneys in solo practice or smaller law firms want a marketing strategy that’s effective and budget-conscious. However, this often translates into a content marketing strategy that focuses primarily on things like maintaining an SEO-friendly website and relying on client reviews to reach the people they are hoping to serve. While these efforts can be powerful digital marketing tools, their impact depends heavily on the consistency and clarity of their brand identity. In other words, does your law firm’s website describe the qualities or services that set you apart from other firms? When a potential client comes across your website, is the content appealing and engaging? Below are just a few of the questions that your law firm can use to start shaping your brand identity and making it unique, memorable, and effective so that you can reach more of the clients you are hoping to serve.
What Inspired You to Practice Law?
While it may feel strange to begin with such a “big picture” question, this is a very helpful place to start molding your brand identity. Reflect back on the “why” behind your decision to become an attorney and start or join a law practice. What motivated you to go to law school? What do you enjoy most about practicing law? Once you address these questions, you can begin to create meaningful content that shows potential clients the person behind the law degree. In many cases, a client’s decision to select a particular law firm over others is their connection to the firm or attorney who seems more genuine, personal, and authentic.
What Areas of Law Do You Practice, and Why?
Another important matter to address is your inspiration for practicing in the areas of law your law practice offers. What drew you to these specialties? What do you enjoy most about these practice areas? Potential clients who visit your website or come across your social media posts or advertisements will appreciate these personal touches, as they can see your passion for these areas of law and trust that you have the drive and expertise to help them achieve their desired outcomes.
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What Are Your Law Firm’s Values?
This question can be a bit more difficult to answer, as you will need to reflect on your goals and vision for your practice. The more specific you can be as you define your values, the more you will be able to distinguish your law firm from other law practices in your area. It’s helpful to consider what sets you apart from some of the larger, more established firms in your community. In other words, what can a potential client expect from your law firm that they cannot receive at other firms? For example, a small law firm that practices estate planning law exclusively can incorporate this distinctive feature into its brand identity by reassuring potential clients that they will receive the personalized attention and care that other, busier firms cannot provide.
Weaving Your Brand Identity Into Your Law Firm Digital Marketing Strategy
Once you have taken the time to define the elements of your law practice that set you apart from other law firms, you can incorporate these unique features into your overall content marketing for attorneys strategy. Highlight these distinctive features on your website and revise your “Attorney Profile” page to connect with potential clients who are looking for a caring and experienced attorney. Not only will your well-defined brand identity resonate with more clients, but search engine algorithms will notice your efforts and reward you by displaying your information higher among the search results pages. If you are interested in learning more about improving your digital marketing for law firm strategy, the trusted team of marketing professionals at LegalRev is ready to assist you.
Like any other business, law firms can benefit significantly from establishing a strong and impactful brand identity to cultivate client trust and grow their practices. If you are interested in learning more about how to integrate law firm branding into your law firm’s digital marketing strategy to take your practice to the next level, give the LegalRev team a call today at (800) 893-2590 to get started.
