When you are in the legal field, it’s easy to focus only on the clients and cases in front of you. However, to grow and sustain your firm, it’s important to build solid relationships with clients and with potential clients. In our modern world, the latter means building your firm’s presence online through strategic digital marketing efforts.
Branding is a key part of marketing, giving clients get a sense of who you are before they begin working with you. It’s important that the public recognizes your firm and that it appears as a cohesive unit. Branding helps to achieve these goals and gives confidence to potential clients that your firm is professional and trustworthy, which may lead to choosing your firm over your competition.
Because it is central to your business, branding can, and should, change over time. Assessing and updating your brand is a great way to keep clients interested and maintain a sense of relevancy.
One of the hardest challenges when updating a brand is ensuring that customers still know who you are. Unless you are doing a complete brand overhaul, it is important that your branding doesn’t change completely. This can cause confusion and makes it difficult for returning customers to recognize and choose your firm for their legal needs.
The goal of a yearly brand assessment is to make small yet significant changes that keep the brand feeling original without completely changing your company’s image and impression.
A major aspect of a brand is its color palette. Many firms choose colors for their website banner, their letterhead, and the sign on their door. These colors may even be integrated into the decor in the office and appear on several pages on the website.
If you choose to update your color, be sure not to stray too far from your original colors unless you want to do a total brand update. Color is one of the most recognizable parts of a brand, and altering it too much can cause confusion. The best way to brighten your brand without straying too far is to pick popular, updated hues of colors currently in your palette. Use the same color but in a richer, lighter, softer, or bolder tone. This way, you maintain brand recognition while still updating your look.
Font is fairly easily altered if you want to update your branding. As long as you still match your logo, you can change your standard font without much disruption to your company’s reputation or recognition.
You may wonder why one would want to change a font when it doesn’t have an impact on perception, and it’s important to note that this doesn’t mean that it isn’t important. Changing a font can freshen a page or even give a different impression of your company. If you’re looking to make a small but impactful change to your brand, updating the font is a great option.
Tone and Voice
Your brand’s voice and tone are key to influencing perception. The tone of your website, emails, ads, blogs, social media, and in-person messaging should all be cohesive. It’s important to solidify what your firm stands for and how you want to convey your values and objectives to your audience. These are the summary of your brand as a whole.
When you are looking at your brand for 2022, be sure to consider if your tone and voice still match your mission. Perhaps your voice is extremely formal, and you want to attract a wider range of customers. In this case, you may consider rewriting your content with a tone that is slightly more conversational. Other firms may want the opposite, as they seek to make their brand seem more serious and authoritative.
No matter which way you go, it’s important to check in with your brand and voice and make sure that they continue to serve your firm’s purpose.
One of the most important changes that has happened to the online world in recent years is the prioritization of user experience, or UX. Because technology can sufficiently serve user needs, designers have turned toward making online experiences more intuitive, easy, and accessible for everyone. Google’s new Core Web Vitals prioritize key UX principles, meaning that if you wish to compete on search engines, you must improve your UX.
Website flow is the main part of this and ties into your brand. If your website is clunky or hard to use, potential clients will equate your firm with inefficiency. If they cannot easily reach you or find what they’re looking for, they will simply move on to a competitor.
When assessing your brand, make sure your website is easy to navigate and reflects your values. If you are a no-nonsense firm, your website should be straight to the point and omit extraneous information and resources. If you like to support your clients in many different ways, more features and options may be better. Working with a website designer, you can utilize website flow to serve your firm’s mission and meet Google’s new requirements.
Why Brand Assessment is Important
Audiences can sense when a brand gets old and stale, and a dated brand will ultimately give users the wrong impression. If your firm’s brand isn’t well maintained, potential clients are less likely to take a chance and give you their business. Assessing your brand helps prevent this from happening. It gives you a way to make sure that your website and online presence are still working for you and are in line with your firm’s values in 2022. There is no shame in admitting that updates and changes have been made to your firm’s operations, and it’s important to have a brand that accurately reflects that. When your brand is fresh and exciting, users are more likely to respond.
Contact RizeUp Media
Assessing and changing your brand can be a difficult process. Without the right background, it’s hard to conceptualize and identify changes that need to be made. Our team at RizeUp Media is here to help. We are experts in website assessment, optimization, and design. We can help you update your brand to reflect your firm in 2022 so that you can give your best impression during the new year and beyond.
For more information about how we can help you revitalize your firm’s brand, contact us online.
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