marketing your law firm
Eliminate distractions that interfere with building brand equity.
Even as the market becomes more competitive, many law firms still struggle to keep focus on marketing efforts compared to the pressure to bill more hours. Individual attorneys are often reluctant to participate in organization-level marketing for law firms, assuming their own personal brands matter just as much, if not more, than the identity of the firm they are affiliated with. But the truth is that branding is a reciprocal and collective process that raises the value of both. When you ignore the development and maintenance of your law firm’s brand, operational challenges, such as leadership transitions, become even more daunting. As named owners retire and need to transfer equity to the next generation of leadership, an existing, solid brand strategy helps stabilize the process and ensure client loyalty - even after a top-performing lawyer moves on.
Understand the need for continual reinvestment.
Because brand management is frequently relegated to lower priority levels and many firms are slow to initiate change, it is not uncommon for even relatively successful law firms to use ten-year old website technology and other aging marketing materials. Over time, however, competitors’ materials become more sophisticated and the difference in quality becomes increasingly obvious, like seeing a worn-out suit next to a modern, well-tailored wardrobe. As your prospective clients evaluate their choices for legal representation, it is important to raise the level of your law firm marketing strategy to match the quality of your attorneys.
Communicate brand differentiators.
A concentrated branding effort helps law firms more effectively communicate their value by conveying the sum of their expertise instead of relying on the individual reputations of a disparate group. More and more law firms are expanding their attorney marketing strategies to include blogs, live events and podcasts. This effort to develop a brand personality enables prospective clients to distinguish one firm from another, while helping job candidates track the right cultural fit. A strong legal brand presents a simplified message to the market, which in turn supports hiring and retention efforts.
“Our new brand has not only greatly increased our visibility in a very competitive marketplace, but has also sparked enthusiasm in our attorneys, who have become eagerly reengaged in our marketing efforts. This experience has proven to us how crucial it is to have a strategically developed brand that accurately conveys a company's mission, vision and values.”
– Chris Hanslik
Vice Chairman, BoyarMiller