Marginalizing Your Law Firm’s Most Valuable Asset

You’re an attorney. Your job is to work hard to help your clients. So why should you pay attention to your firm’s “brand”? You’re aware that a good slogan is helpful, perhaps when used with a simple logo that consists of your firm’s name or the partners’ initials.

But there’s much more to branding. And if you’re not aware of all that branding is and all that it can do, you’re ignoring a powerful business-building tool. That’s the crucial message from a new white paper from FindLaw, “Marginalizing Your Most Valuable Asset: What Attorneys Don’t Understand About Brands.”

Why is branding an essential part of your law firm’s marketing strategy? One of the biggest reasons is that more and more potential clients are using “branded searches” when they look online for legal assistance. That means they’re using specific firm names instead of generic phrases such as “family law attorney.” Visits to a law firm’s website via branded search convert to clients at an average rate of 10 to 15 percent. Visitors to a site via “generic” search results (for instance) convert at about half that rate.

But in order to take advantage of branded search, you must have a strong brand.

The good news is, your firm already has a brand whether you’re aware of it or not. In order to profit from it, your brand has to be clearly and strategically defined. A strong brand gives your law firm identity and raises its profile in the legal marketplace.

And having a brand goes beyond your website: A recent FindLaw consumer survey discovered that 85 percent of legal consumers who contacted an attorney learned about the firm from offline sources.

FindLaw’s new white paper examines in detail the ways a firm can build its brand – and why brand-building is an essential part of your law practice.

Your Brand is Everything

Very simply, branding refers to the ways you guide consumers’ perceptions of your law firm. It makes those perceptions specific. And it’s more than just visual. A strong brand has several key characteristics:

  • It’s clear. People know where you stand, and what you stand for. Your mission and values are concise and clearly stated.
  • It’s multi-channel. An effective brand has many touch points. Advertising is a crucial one, but it also involves articles you and your partners write, your social media presence and the way you respond to queries and calls.
  • It’s consistent and unified. All of your marketing content, whether online or offline, have the same look and general design. That helps reinforce your firm’s name in the market’s mind.
  • It’s everything about your firm. It involves every way in which your firm interacts with consumers – with the goal of converting potential clients into business. That even includes some (possibly) surprising elements about how your office is run, like how recent the magazines are in your waiting area.

A brand might seem tangential to your practice. In fact, it’s key to creating a strong, sustainable business. And it can be a powerful asset – as long as you don’t ignore it.

Get the whole story on strategies for building your brand – and how your brand can build your firm’s business – by downloading FindLaw’s new white paper here.

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