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Branding for Law Firms: How to Build an Impactful, Eye-Catching Brand Identity
Tuesday, June 27, 2023

Does your law firm have an identity?

Now, what might come to mind is your logo… or the people on your team… or even your company tagline. 

But some pretty designs and great copywriting do not a brand identity make. 

In fact, a strong, powerful brand identity requires several important elements. And all of these elements come together in order to help you stand out from the competition and win over new clients. 

In this guide, you’ll get a “Law Firm Branding 101” crash course – covering everything from how to define your brand, how to build a visual identity, and how to stand out in your market. 

What is law firm branding?

Law firm branding refers to the process of establishing your law firm’s unique identity through visual design, messaging, and marketing in order to attract your ideal target audience and set your firm apart from other law firms. Law firm branding also involves identifying your law firm’s Unique Selling Point (USP) to communicate what makes your firm different from the competition.

Does your law firm need a “brand”?

Many people assume that professional services businesses – like law firms – don’t need “branding” because the services should essentially sell themselves, right? 

While it’s easy to think that branding is reserved for creative agencies or physical products, the reality is that ALL types of businesses can benefit from branding.

Here are the benefits of building your law firm brand:

How to Build Your Law Firm Brand

There are many benefits to branding your law firm, from establishing your USP to creating a visual identity to attracting your ideal clients. 

But how do you build a strong law firm brand from scratch? 

Follow these steps to turn your firm into a well-branded, well-respected powerhouse in your market. 

Step 1: Conduct audience research

The key to branding your law firm so that it’s on point for your target audience is to research your audience to understand their characteristics, needs, wants, and pain points.

Don’t make the mistake of assuming what your audience wants. The only way to truly know is to conduct research via surveys, conversations, and competitor analysis tools.

The absolute easiest way to conduct audience research is to talk to your audience directly. This can include potential clients or past clients – really, anyone who is likely to be interested in your specific services.

You can reach out to your target audience via email, telephone, or social media, or, send them a survey via a tool like Google Forms

Ask your audience the following questions:

Once you have a few responses (I recommend reaching out to at least 5 people), write down their answers and then tally the most common responses (if available). These answers will then inform how to position your brand messaging, USP, and content.

Step 2: Establish your Unique Selling Proposition (USP)

Your USP is essentially a statement that communicates what it is that your business does, who it serves, and what makes it unique. When you start your brand development process with audience research, your USP can be tailored to speak to the specific needs of your target audience.

A common USP statement formula is: “We help [AUDIENCE] achieve [TRANSFORMATION] with [PRODUCT/SERVICE].”

For example, say that the most common response you received to the question “What is your ultimate goal when it comes to hiring a family law attorney?” was along the lines of “Navigate the legal process without stress”. 

Your USP could be something like: “We help families navigate the legal process without stress by providing friendly, informed family law services”.

This USP easily identifies who your audience is (families), what you help them achieve (navigate the legal process), and what you offer (family law services). And this statement uses the exact phrase your target audience used in your audience research.

Here are a few more examples of USP statements for law firms:

Step 3: Master your messaging

Your USP is essentially your guiding light for all of your brand messaging, copywriting, content, etc. While you don’t want to use your exact USP in ALL of your copy, you do want to weave those principles into your marketing.

Using the same USP from above (“We help families navigate the legal process without stress by providing friendly, informed family law services”), say it’s time to write the service pages for your website.

Instead of using a generic tagline on your homepage, you could use something like “Stress-Free Guidance for Family Matters” or “Family Law, Simplified” or “Your Worry-Free Guide to Navigating Divorce”. All of the options closely align with your original USP.

Similarly, if you want to add a call-to-action on a Facebook ad, instead of using something generic like “Call us for family law services”, you could use a call-to-action like “Call today for a stress-free consultation” or “Struggling to navigate the legal ins and outs of divorce? Contact us for support today”.

The more you align your messaging with your USP (i.e. founded on your exact audience research), the more your marketing will resonate with your target audience and generate better results for your business. 

Step 4: Define your company mission and values

Your USP is not your mission statement or values. While these can be externally facing (some law firms include a mission statement on their website), they are more so important for keeping your own company honest to its mission, expectations, and morals.

It’s valuable to establish a mission statement because it will help with the culture of your team and will keep you true to your values. It’s essentially your “playbook” to the kind of experience you want to provide to your clients. 

When writing your mission statement, consider the more qualitative values you hold important in your business. These could include things like “honest”, “fierce”, “compassionate”, etc.

Here are a few examples of powerful mission statements:

You might consider posting this on your website or simply have it internal to your company. In any case, having a mission statement will help you establish a consistent, value-driven brand. 

Step 5: Develop your business strategy

Once you defined your USP, it’s time to get super clear of what types of services your law firm offers (or will offer) and what your business strategy will be. 

Many law firms offer a “category” of services (like “family law” or “corporate law”) but don’t clearly define the specific services they offer. This can be confusing for potential clients and doesn’t work well in driving organic traffic (which relies on optimizing for particular service keywords).

So, you will want to get very specific about what your services are and, likely, establish marketing assets for each (primarily, website landing pages).

For example, you might be a Criminal Defense attorney but then further define that you offer “DUI/DWI” defense, “Drug Crimes” defense, and “Theft and Property Crimes” defense – and then publish website pages for each.

Beyond that, you’ll need to establish your model for attracting potential clients.

Are you going to promote your business mainly on Facebook? Will potential clients need to call for a consultation or will you have contact forms on your website? Will you run paid ads? These are the types of questions to consider when building your business strategy.

It is helpful to write down your strategy and adjust it over time. You might discover that some strategies work better than others. But over time, you can turn your strategy into a well-oiled, lead-generating machine.

Here is an example of a business strategy for a Criminal Defense attorney:

Every business strategy will look different for every law firm. What’s important is that you put thought into how you will market your business and develop your online presence to attract new clients on a recurring basis.

Step 6: Design your visual identity

Another thing that is important is visual identity. 

A visual identity is more than just a logo — it’s a well-developed aesthetic for your brand. It includes things like your website design, colors, fonts, photos and imagery, icons, social media posts, and marketing assets.

Think about it – all of the most recognizable brands in the world have an easily identifiable visual brand. Apple, Coca-Cola, Nike, etc. all have established logos, colors, fonts, and the like to make their brands stand out on any platform.

While you don’t need to reach the status of Nike, you do want a visual identity that fits your business and appeals to your target audience. To do this, it’s often best to work with a professional brand and/or graphic designer who can capture the look and feel you want.

For example, many law firms gravitate toward colors like blue and green, which instill trust and give an air of professionalism. They will use polished, professional photos, clear and bold graphics, and easy-to-read fonts.

Here are two examples of law firms that have great visual branding:

Consider the character, practice area, and target audience when developing your brand’s visual identity. Then, invest in visual assets (like social graphics, marketing collateral, etc.) so your brand is consistent across all platforms.

Step 7: Optimize your web presence

Your website is one of the most important marketing assets you own. It is often the first landing place where people learn about your services and can drive new leads (phone calls, form fills, etc.) for your business.

As such, your website should be well-optimized for the types of clients you want to attract. That means not only weaving your USP throughout your website copy, but also optimizing for specific keywords to drive organic traffic.

This is where law firm SEO comes in. 

A good portion of your brand strategy should involve identifying the target keywords for your website, optimizing your website for these keywords (in your content), and optimizing your local SEO presence. Law firm SEO is the best way to rank high in the search engines (mainly, Google) and attract new clients, organically.

Learn how to build an SEO strategy for your law firm

Step 8: Execute your marketing strategy

You have your USP, you have your visual brand, and you have a well-optimized website – now what?

Well, if you put in the work to build a business strategy in Step 5, then it’s time to start executing on your marketing campaigns.

Whether you choose to market on Facebook, YouTube, Instagram, TikTok, none of the above, or all of the above, what’s important is that your brand is consistent, no matter the platform.

This means that all of your marketing should:

If marketing your law firm seems too advanced or time-consuming, then I recommend hiring a marketing professional or agency for help. They will be able to design your campaigns, execute on those campaigns, generate leads, and measure results for you (for an investment, of course).

This is where the branding rubber really hits the road, but you’ve already done all the heavy lifting to create a unique, compelling brand!

Bonus tips for building a strong law firm brand

Building a powerful law firm brand takes time. You won’t write the perfect USP or run amazing marketing campaigns your first time. And that’s okay! Learning and refining are all part of the process.

Here are a few bonus tips to make your law firm brand even better: 

Remember, law firm branding is about more than just a mission statement and a logo. It is all about the experience – personal, visual, and professional – that you provide to your clients. Help your law firm stand out with effective, impactful branding. 

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