By Nicholas A. Capozzi
Published: 15 December 2011
Law firms expend significant resources to increase name recognition. In other words, law firms are eager to brand their name. ‘Branding’ is a marketing term that refers to the creation of a name, symbol or design that differentiates one product from another. Law firm firm branding creates a unique situation requiring the company to brand their expertise and dominance within a specific legal niche. Law firms choose to brand themselves for a number of reasons including increasing awareness or expanding legal expertise.
Law firms often experience more difficulty branding their name then other types of companies. While other businesses can increase their marketing and advertising budget to see results, law firm branding requires a public persona of credibility within the profession. Fortunately, there are a number of ways in which a law firm can increase its brand and credibility.
Law firms can hire a company or person to help them with their image such as a public relations expert or a marketing firm. These businesses specialize in coordinating letterhead, business cards, newsletters, websites, etc. Prices and expertise vary widely, so this is a considerable undertaking – one that requires a marketing budget and the effort of finding the right company. Law firms are best-suited by finding a public relations or marketing firm with legal marketing experience and proven success within the industry as not all public relations professionals have the skills to market a law firm. A good legal marketing firm will also be aware of state legal ethics and rules of professional responsibility as many jurisdictions heavily regulate the use of attorney marketing and advertising.
Law firms could also develop a tagline, or a branding slogan, that will associate the firm with a particular saying. One simple sentence or phrase should be used in all marketing materials and should capture the image of the company. The main advantage of a tagline is that it will be easier for potential clients to remember the law firm which increases the chances that a potential client will contact the firm.
Another option for law firms eager to brand their company is to issue press releases to the media. Press releases are used by professional journalists and writers looking for interview sources and article subjects. Today, online press release sites such as PRweb.com also ensure that press releases are available through all online news outlets. This practice increasing firm visibility to a wide audience of readers. Press releases can also be incorporated onto a law firm’s website in its news or blog section to increase search engine optimization.
Ideally, law firms must seek to become as knowledgeable as possible in their area of law. By focusing on one area, a firm can eventually become synonymous, thus branded, with that area of law. This could entail writing scholarly articles about the niche, appearing on the news and giving talks about the topic. As many of these endeavors are particularly time-consuming, law firms may be required to hire a legal intern to help enhance these branding efforts.
Firms often brand themselves in everyday conversations and exposure during events, conferences or even board meetings. Associates and partners should always carry a business card and law firm publications whenever they travel. Always be sure to exchange information with any person who shows interest in the firm or its legal niche.
Notoriety as the firm that gives back is never a bad idea. Donating to local charities will pay dividends in public credibility. Along similar lines, offering pro bono work can be a useful way to generate publicity. Firms can make donations to the charities of their choosing, appear in marathons, participate in charity events and otherwise lend a helping hand around the community- all while donning apparel displaying the firm’s brand. While participating in charitable activities, remember that the brand is each attorney and how they handle themselves.
There are many more ways a law firm can develop its brand. Many firms do not considering branding a top priority and this is where those concerned with branding will have the advantage. Through proper planning, coordination, and drive law firms can create a brand perfectly representing their tagline, legal niche and charitable focus.
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