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4 Steps to Perfect Legal Branding

Legal branding and marketing is one of the most important things your law firm or small practice can do for increased business and professionalism.  Every business has a brand; the question is whether the market dictates your brand, or if you do. Effective branding and marketing takes planning, strategy, design, and ongoing marketing in order to be as effective as possible.

Your brand should be comprised of a few different things.  First, you need an identifying name, symbol, design, or some combination of these three.  This must be unique and specific to only your firm or practice, and will help differentiate you from your competitors.

We’re not saying you need to go out and spend hundreds of thousands of dollars on legal branding and marketing, but it’s difficult to market and grow your law firm without investing a little time and money into your overall look.  So, what exactly should you do to effectively brand and market your law firm or small practice?

STEP 1 – Choose a Name

First, you need a name.  Fortunately, you’re selling law services, not toys, and you don’t need to get creative here.  Many law firms utilize the names of their founding partners, the location they’re located, or mention their specialty.  No need to reinvent the wheel here; just make sure your name is professional and not too long to remember.

STEP 2 – Get a Logo & Set Your Colors

Second, you need to set your logo and color scheme.  Again, you’re selling professional services, so no need to get creative here.  Your colors shouldn’t be too bright, or you risk appearing childish and unprofessional.  Your logo can be basic.  It might even be your firm’s name, set in the color and typeface of your choice.

STEP 3 – Be Consistent 

Next, you need to make sure that any legal branding and marketing you are doing is consistent with the image you are trying to maintain and targeted at the clientele that you are trying to attract.  Consistency in your approach is extremely important.  If you brand one way on the radio and another in print, you will confuse your potential clients and likely drive away some business.  Consistency makes your business overall look more professional. Keep in mind your geographic location and your price point when targeting a particular client base.  As an example, targeting divorce services at college students and recent graduates is likely not the best use of your resources.

STEP 4 – Set a Budget 

Lastly, consider your branding and marketing budget when deciding on your preferred marketing plan.  TV advertising is expensive, especially for smaller firms and practices.  Radio is less expensive, but is not the most targeted. E-mail campaigns, magazine ads, SEO, and Internet advertisements offer the best bang for your buck, and are more targeted than TV and radio.

Branding sets the tone for the level of service and professionalism a client expects from your law firm or practice, so make sure to follow these steps and brand your firm how you see fit.  Any time and money spent on legal branding and marketing for your law firm and small practice will certainly pay off in the long run, so consider it a wise investment.

© Copyright 2020 PracticePantherNational Law Review, Volume VII, Number 19


About this Author

Saul Landesman, Online Marketing Manager, Practice Panther, legal practice management software
Online Marketing Director

Saul Landesman is the online marketing director at PracticePanther, a cloud based legal case management software based in Miami, Florida. With PracticePanther, attorneys of all sizes can now better manage their time, expenses, client communications, billing, matters, and more. Thousands of solo practitioners, virtual, small, and mid-sized firms worldwide use PracticePanther to help them boost productivity, work faster, and grow their firms.