Owning and running a law firm comes with a lot of considerations and responsibilities. Though your focus is your clients and their legal situations, it is also crucial to make sure you are caring for the business as a whole. Just like any company, law firms need to maintain healthy business practices to stay afloat.
One essential way to care for your firm and ensure that it reaches its full potential is to create a unified brand. While your qualifications, specialties, and track record are all important, having a brand is what can help bring your firm to the next level online.
Why Is a Brand So Important for a Law Firm?
Brands are what make a business recognizable to the public. Companies with good brands have a better chance of being remembered by consumers, and they attract more attention from potential customers. For a law firm, this is key. While word of mouth is a great starting point, developing a way to bring in new clients and business is how you grow and establish yourself within the legal community. Law is a unique field in that not all customers have the option of being a return customer; if their case is an isolated incident and is resolved, they may not need your services again. This makes finding new clients especially important.
As a law firm, it is still essential to remain professional with your brand. As a respected professional who is trusted with many significant secrets, it is essential that you elicit trust in your customers.
However, this does not mean that your brand needs to be cookie-cutter or boring. Many attorneys believe that “remaining professional” means creating a brand that is similar to other respected law firms. This is far from the case. You are doing yourself a disservice by opting for a brand that fits in with your competitors. You lose your unique edge this way.
There are many ways to create highly professional branding that still stands out and attracts clients. These are some of the ways we suggest for law firms looking to solidify their brands.
1 Change Your Color Palette
One of the most significant ways to make an impression on your audience is through color. Therefore, choosing a color palette to work into your branding can guide your entire brand campaign and influence overall messaging.
Many law firms opt for dark, traditionally “serious” colors such as navy, black, red, and white. However, there are many other options for palettes that remain professional. Neutrals come in a range of shades, so it is possible to simply pick a more flattering shade for your palette to reinvigorate the brand as a whole. Elemental colors such as sage, tan, and rust are all professional while being trendy and appealing to viewers.
2 Update Your Logo Design
Your logo design is a significant part of your brand. It appears on everything from pens to business cards to your firm’s website. If your logo is out of date, it is unlikely to attract many new clients.
However, if you modernize your logo design, it conveys that your firm is innovative and has its sights set on the future. It also gives the impression of relatability; if clients feel connected to your logo and brand, they are more likely to seek you out when they need legal services.
3 Create a Unified Mission Statement
If you don’t already have one, creating a mission statement for your firm can help solidify your brand. It will not only show your clients that you have a clear idea of the firm’s goals and duties, but it also gives your company clear direction. In addition, you may find that the attorneys in your office benefit from the mission statement as well.
4 Create a Blog
Creating a blog is one of the very best things you can do for your firm’s brand. Blogs have become commonplace among attorneys because they provide the opportunity to connect with viewers outside their client base. In addition, providing general information in blogs brings people to your site who would otherwise not be looking for your services. This increases your ranking in search engines and helps you attract people looking for your services.
Additionally, blogs are great places to insert keywords that will add to your ranking as well. They are good content to link to in your social media, and they increase your likelihood of being linked on other sites.
5 Focus Your Language
A brand is not all about visuals. Therefore, it is vital to use cohesive language throughout your firm’s website copy and blogs. Determine the tone you want for your writing, and be sure to update all the language on your website, blog, emails, and social media to reflect that.
This step is tricky for many people. Legal writing often involves a lot of complex ideas and terms. However, your website should be mostly in plain language. Remember that your clients are not experts in law, which is why they are hiring you. To gain their business, you need to create content that they understand and connect with.
Hiring a digital marketing or copywriting company is a great option to help with this. These types of professionals can easily help you create cohesive content for your brand. In addition, having a professional write your content significantly increases the quality and appeal.
Here at RizeUp, we specialize in providing high-quality digital marketing services to law firms. However, we know that law is an incredibly specific and complex field, and not all digital marketing agencies can provide the specific services you need.
We provide comprehensive digital marketing services to help you generate new clients, boost your online image, and bring your firm into the modern age. With our focus on law firms, you can be sure that we understand the market and know how to help your firm to function within it.
For more information or to request a proposal, contact us online today.
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