6 Steps to Building Your Law Firm Brand

Rule 1: Don't be a copycat.

Nine out of 10 consumers say the number one reason they choose one brand over another is authenticity.

That means as you’re designing and creating your law firm’s brand, you shouldn’t try to mimic a competing law firm – even a successful one. And don’t try to pass yourself as something you’re not.

Instead, play to your strengths and put your best foot forward. Oh, and be creative.

“Today, it’s more important than ever to create an authentic brand that resonates with your target customers,” says this U.S. Chamber of Commerce blogpost. “Your brand is essentially your business identity, including your logo, company colors, voice and personality.”

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6 Steps to Building Your Law Firm Brand

Want your firm to stand out? Here are 6 steps, courtesy of writer Sean Peek and this U.S. Chamber post:

1. Research your target clients. “You need to know who you’re trying to connect with. While your goal may be to reach out to everyone, you should have a dedicated audience as your customer base. Once you have that customer base in mind, research them and their preferences. Read product reviews and subreddits to learn how they feel.”

2. Research your competitors. “Pay attention to their logo and color palette, what language they use and how they engage with their customers. Don’t copy what you like and ignore what you don’t. Rather, consider what motivates their choices and how you can use that data to inform your own decisions as a business.”

3. Define your firm’s purpose and values. “Think about the impression you want to leave on your customers and your community and make those values front and center of your brand.”

4. Establish a voice. “Do you write your materials in a formal tone or a more casual one? Choose words, phrases and a distinct tone that matches your brand.”

5. Create your visuals. “Choose a color palette that conveys the way you want your customers to feel about your services. Design a logo that is easy to read, visually simple and recognizable in any size, be it a website header or Instagram avatar photo.”

6. Build a strong digital presence. “It’s important that your brand extends to social media. Ensure that your brand, including its visuals, voice and messaging, is consistent throughout your social media channels and other digital platforms. Through these platforms, engage with customers in a personal sense, answering their inquiries and responding to their questions.”

Source: U.S. Chamber of Commerce

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