PLAYBOOK

What Clients Are Saying About You Behind Your Back

How Firms Can Harness the Power of Branding

One reason for the under-emphasis on brand in law may be that attorneys are good at many things, but creating a brand may not be one of them. After all, most law schools don’t offer any type of “Marketing 101” course. However, any law firm that doesn’t develop a unique brand is putting itself at a disadvantage.

In a crowded marketplace, legal consumers have a wealth of options and won’t think twice about taking their legal needs elsewhere. As the 2019 Report on the State of the Legal Market noted , “Since 2008, there has been a complete shift from a seller’s market to a buyer’s market for legal services.”

Legal consumers are technology-savvy and strapped for time, so they aren’t going to make much effort to research who you are, what you do and how do you do it. Your brand needs to tell them those things, and needs to express them to your ideal legal consumer clearly, quickly and precisely.

In this playbook, we will explore what makes up a brand and what doesn’t before proposing four sample brands and, finally, outlining what you ought to consider as you devise your own.

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