When people think of a brand, they immediately think of a company’s logo, the company name, a symbol, a slogan, or anything else that is used to identify that company in the market. This definition of a brand has become increasingly outdated, as the aspects of a strong brand have evolved over time.

Now, a brand has become more about the experience, the values, the ideas, or even the personality of the company it represents. Relying solely on name recognition or a logo leaves companies vulnerable in competitive markets. That’s why, as a law firm, building a strong brand that represents the firm’s values, vision and personality can propel you towards success.

Misconceptions About Successful Branding

1. Consistent and great service will lead to a successful firm brand
   • Yes and no. Obviously, the quality of service that you provide at your law firm matters, but it doesn’t dictate how successful you may be in the future. The success of the brand is dependent on more than just the service, it relies on the overall customer experience and if you met their needs.
     
2. The more spent on advertising, the more success and profit the firm will enjoy
   • Advertisements can be an effective way to reach clients or attract new business, but it’s not a guarantee of success. An advertisement can get clients in the door, but a strong brand is necessary to keep them and secure their business.
     
3. Building a successful brand is expensive
   • While there are expensive routes to take in a branding effort (hiring graphic designers, conducting market research, advertisements, etc), there are plenty of free resources to begin with. All social media platforms are free, for example, and are a good place to start. There are also several free online directories for law firms to get listed.

Establish a Brand Identity

Establishing a brand identity is crucial to the success of a law firm. It is a tangible asset for a company that clients can see and feel. A strong identity can give your firm an immediately recognizable professional image that differentiates it from competitors.

A strong brand identity should answer these questions:

• Who are you?
• Who needs to know?
• Why should they care?
• How will they find out?

When you begin to answer these questions for your law firm, you can put together a strong brand strategy. This strategy should encompass everyone at the firm including attorneys, administration staff, and even part-time associates. The goal is to build a brand that, in the crowded law firm market, differentiates itself from the competition and has a competitive advantage.

While strong marketing efforts will attract clients to your firm, a strong brand will help build a valuable reputation and lead to greater success in the long term.