January 31, 2023

Volume XIII, Number 31


January 30, 2023

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How to Build a Strong Corporate Identity For Your Law Firm

For a major brand such as McDonald’s, the first thing that comes to mind when someone mentions their name is the unmistakable golden arch. Their branding is familiar even to those who are not loyal customers. When it comes to law firms, it’s pretty unlikely that the masses will be thinking about your logo in this regard. The attorneys at your firm are the real product. So how do you build a strong corporate identity around individuals?

What is Corporate Identity

A corporate identity is the answer to that burning question, “who are we?” Corporate identity is the action a company undergoes in order to achieve a particular perception from their target market. You can obtain a corporate identity through your branding and messaging. Having a better sense of who you are as a company will help your law firm grow and pass up the competition.

How to Create a Corporate Identity For Your Law Firm

Corporate identities are harder for law firms to form because attorneys are the product that you are selling. In order to sell your attorneys successfully, your corporate identity and branding must be in sync. You will need to evaluate your value proposition and branding in order to establish a strong corporate identity.

Value Proposition is an innovation, service, or feature intended to make a company or product attractive to customers. A value proposition is essentially a positioning statement that explains what benefit your law firm will provide to potential clients and how you do it uniquely well.

Branding can help further differentiate your law firm to potential clients. Many law firms offer similar services and have similar value propositions, so your branding can help set your firm apart from the others. Attorney portraits are a great tool to help law firms to emphasize their branding and give potential clients an inside-look at your law firm corporate identity.

Attorney Portraits and Your Corporate Identity

Since attorneys are the product that law firms are selling - potential clients want to see who is available to help with their legal issues. If the portraits are cohesive with your branding and give off an impression that reflects your value proposition, your corporate identity will look stronger to potential clients.

Professional photography agencies can help build your corporate identity by taking unique portraits that are cohesive with your branding and value proposition. Your attorneys will look like they are apart of a team which will help establish your corporate identity.

Corporate identity is not something that can be established in a day, but you can build a strong one with the right tools. What would you like your corporate identity to be?

© Copyright 2023 Gittings PhotographyNational Law Review, Volume VIII, Number 27

About this Author

Greg Lorfing, Gittings, Legal, Headshot
CEO, President, and Creative Director

Greg Lorfing is the CEO, President, and Creative Director of GittingsLegal, a global photography agency specializing in high-quality law firm portraiture. With a global network of photographers in 36 U.S cities and 15 countries throughout Europe, Asia, and the Middle East, GittingsLegal delivers consistent and high-quality legal portraits to firms with multiple office locations.