Branding for Law Firms: Why Branding is Important
The goal here is not to tell you something you already know but rather remind you why your efforts are not lost when they are directed towards branding your law firm.
People assume that branding your law firm makes you more accessible to everyone, but in essence, that is not true. Effectively branding your firm just makes you more accessible to the right people. It allows your efforts to be more efficient and tailors your services and look toward the people that need it.
Your Unique Selling Proposition (USP)
You may think that this strategy is only for those selling a tangible product, but your services, and the way you provide them to your clients is truly a product. If you can develop a USP, you will be singling your firm out to definitely tell your clients why you are the best for them, and they will be reminded of that each time they see your logo and hear your name.
Why do people go to Starbucks? Is it because they have free WiFi, or because they have the best iced Chai Tea in town? No! (No offense Starbucks) The truth is that when you think of a complete coffee shop experience with good beverages and a decent place to read or work, their logo and services pop into your head. They have true creditability in the world of coffee, but that didn’t happen overnight even if it feels that way to the consumer. It was cunning, creative, and intentional right down to the Siren on their sign. (Side note: In Greek mythology, a Siren’s main focus was to lure…)…Get it.
Your Financial Growth
Proper branding increases your productivity and volume. Employees truly understand and can get behind the image you create. They feel like they are part of something unique and helpful to the community which increases their buy in and overall investment. Clients feel and see the effects of a firm that cares about their image, takes excellence seriously and seemingly has their best interests in mind.
Your Emotional Appeal
Chocolate double layer fudge cake or carrot sticks? Most people understand the health benefits and logic in choosing the carrot sticks, so what makes them go for that cake? Maybe your USP or general services is not as unique as you’d hoped, and you find yourself constantly competing with Blank & Blank Law Firm down the road. Could it be that their clients find an emotional connection with them simply because they have a logo that is memorable and a tagline that reminds the client of exactly how he/she will be treated? Just a thought.