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When a potential client first contacts you, usually one of the first questions that they ask is how much your service will cost. With a smile you explain to them that your “cost” should not be their focus—instead they should look to their return on investment if they choose you as their lawyer. Well, if you’re looking to grow your client base through lawyer branding, you should take your own advice—the return on investment that you’ll receive through lawyer branding far outweighs the amount of money that you’ll have to spend.
Lawyers often advertise in the phone book and have TV and radio spots, but what is currently setting you and your firm apart from the pack? With the right lawyer branding in place, you can create an identity for yourself in the legal world. Plus, you’ll be more easily recognizable to prospective clients!
Successful lawyers who have invested in their brand have found that they not only receive more clients, but they are getting better clients—those who understand the importance of your service and are more than willing to pay your fees. And one of the best ways to market yourself is through the help of satisfied clients. When one of your customers is happy, chances are they’ll pass this information along. Word-of-mouth referrals are still one of the most successful types of marketing out there.
How to get started
Working with a marketing professional (particularly one that specializes in marketing for lawyers) is the best way to start the process of creating a brand. They can help you develop a logo, a symbol, a name, a tagline and more that will establish your brand’s identity. A marketing professional can work with your ideas, or, can usually start the process just by asking you a few simple questions about you and your firm.
Once your brand has been created, you should take the opportunity to use it anywhere you can. Your website, business cards, and any advertisements featuring you and your firm should utilize your new logo, name, tagline or anything that helps identify you. This will help you create a consistent look and feel and make you and your firm more memorable.