Does Your Law Firm Need a Brand?

by Melanie Fischer on June 20, 2017

Wouldn’t be great if your law firm was widely recognized by a symbol, a logo, or an image?

Think about a brand that is so well known that just about everybody recognizes it. Take Nike for example. When people across the world see the trademarked swoosh symbol on a pair of shoes or an article of clothing, they instantly identify it as an item produced by Nike. The swoosh is part of Nike’s brand.

What is the definition of a brand? According to BusinessDictionary.com, a brand can be described as follows:

“A Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. Thus, brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. The legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name.”

Does a law firm need a brand?
Not all small law firm owners put forth significant effort into creating and implementing a brand. In fact, small business owners in many professional industries do not strive to develop a brand that sets their business apart from that of competitors. It can seem overly time consuming, expensive, and complex to spend time and resources on developing a brand for a business that provides a service instead of a product.

However, this is precisely why developing a brand for a small law firm can be an excellent idea. If your law firm has a brand – something that makes it easy for potential clients to recognize your firm’s name – why would they not choose your firm instead of another one that does not have a brand?

Unless you or your firm is personally recommended to a prospective client, how do people find you? If they do a blind internet search, who will they select from the list of small law firms that Google produces when keywords are typed into the search bar? In reality, they are likely to click on and ultimately hire the firm that has a recognizable and distinguishable brand.

What goes into brand development?
If you want to establish an identifiable brand, consider the following:

  • Your brand should differentiate you from your competitors. Don’t try to establish a brand that simply mimics every other small law firm in town that practices the same type of law as you.
  • Use your brand – or your logo, your symbol, and your tagline. Use these tactics regularly and consistently so that potential clients feel like they know you (or your firm). This will help build a level of trust – before they even meet you in person.
  • Your brand can help you build a solid reputation for your When your firm sponsors a local event, or donates funds to support a non-profit organization, your brand can help build rapport with members of the community.

Is building a strong brand essential for the success of a small law firm? Probably not in all scenarios. However, it’s something that you can certainly use to your advantage. Branding is not reserved just for large companies like Nike. When you have an established brand, people are more apt to perceive your law practice as one that is reputable and trustworthy and as one they want to hire.


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