You hear the term “brand” used a lot these days — and you could argue that it’s thrown around a little too loosely at times. There are business brands, product brands, service brands, global brands and personal brands just to name a few. As a result, the term can become a bit diluted and leaving you wondering, “What exactly is a brand anyway?”
Well…according to the American Marketing Association, a brand is defined as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” In order to get ahead as a law firm and claim your piece of the pie, it’s become fairly important to establish a great legal brand, which is comprised of the following four elements.
First and foremost, it’s essential to have some sort of differentiation from the masses and be easily identifiable by your target audience. This usually starts with a visual logo and is often accompanied by a slogan where previous clients and potential clients can identify your law firm from others. If you look at some of the world’s greatest brands like Apple, Google and Nike, they all share one thing in common — nearly anyone can instantly distinguish them from their competitors. That’s why it’s so important to figure out what makes your law firm different from others and focus on those things.
2) Audience Loyalty
For a legal brand to become strong and gain any real momentum, it needs to have a community of supporters who serve as brand advocates. In the modern age, this often means having a solid group of social media followers, blog subscribers and individuals who will quickly recommend your law firm through word-of-mouth. To be effective, an audience doesn’t necessarily need to be huge — it just needs to be loyal. In fact, you could make the point that it’s better to have a somewhat small, but intensely loyal audience rather than a much larger one that’s only lukewarm.
3) Deliver Consistent Value
With so many law firms vying for the attention of prospects, it’s also important for a legal brand to deliver outstanding value on a consistent basis. Why is it worth paying for your services? Why should a person choose your law firm over a competitor? You know you’ve got a solid brand when it’s easy to answer these questions.
4) Genuine Passion
Finally, a successful law firm will consist of passionate team members who are legitimately excited about what they do and aren’t merely going through the motions. This passion manifests itself in their marketing campaign, the content they create, their interactions with clients and so on. In turn, it’s easier for prospects to take a law firm seriously, and they’ll feel more comfortable letting them handle their case.
Understanding the four main elements that contribute to a great legal brand is the first step of creating one for your law firm. That way you can ensure that you’re able to stand out from competitors and establish some longevity.