Category: Legal Branding

Legal Branding

Why It’s Important to Buy into Complete Auto Insurance, and How It Pays Off

Ask any car accident attorney and he’ll tell you that a full coverage auto-insurance is something you should have. Aside from protecting you from all sorts of accident, there are also several benefits that you can enjoy. Indeed, a full coverage auto-insurance pays off in the long run, and here’s why.

1. It Protects Your Assets
The good thing about a full coverage auto insurance is that it’s not only limited to your vehicle, but it also protects your home, investments, and bank accounts in case you have been seriously injured. With a minimum coverage, there’s a great risk that you’ll be losing everything you have worked for just because of an accident. On the other hand, the right amount of liability coverage on your auto insurance policy means your medical bills and damages would be shouldered.

2. Peace of Mind
With a full auto insurance coverage, you’ll have the peace of mind that nothing bad would happen to you after a car accident. Everything is well protected, and you’ll have the assurance that you’ll be able to take care of your family in the future even if you have become seriously injured.

3. It Shoulders Repairs due to Collisions
One of the most confusing things in auto-insurance coverage is the “collision damaged because of a collision, the auto insurance company won’t shoulder the cost of repair. In rural areas, deer strikes happen often, and a full auto-insurance coverage is the most practical route instead of getting another insurance policy for collision coverage.

4. It Pays Weather Damage
Weather damages are unpredictable. You’ll never know when a golf ball-sized hail would hit your car and leave dents all over it. A full auto insurance coverage will come in very handy in situations like this. It will pay to cover the costs of repairs for scenarios like this. That means you’ll have the peace of mind that your car is secure even during bad weather.

5. Car Rental Services Are Also Available
A lot of insurance companies offer a complementary rental car if it’ll take more than 24 hours to have your car fixed. That’s if you have a full auto insurance coverage. This can be very beneficial, especially if you must go to work or drive your kids to school. There’s no need to pay out of your pocket for transportation while waiting for your car to get fixed. If you only have liability insurance, you won’t be able to enjoy this privilege as you’ll be required to pay a certain fee.

6. Benefits Up Front
Most insurance companies with full coverage policy pay up front for the repairs that should be done. They usually send the payment directly to the repair shop and you don’t have to worry about anything at all.

Overall, having a full auto insurance coverage is the most responsible decision you’ll ever make. A lot of people only carry the minimum coverage, and so, once they get involved in an accident, not only are they suffering physically but financially as well.

Legal Branding

After Experiencing a Truck Accident, Victims Should Take These Steps Before Leaving the Scene

bigstock-Accident-With-Two-Cars-10969376

If you are involved in a truck accident, you need to follow certain measures to make sure you are rightfully compensated for any losses or injuries. The steps you take after a vehicle collision, will determine the outcome of your personal injury claim. For a strong case, make the following steps before leaving the scene of the incident.

Call the Police

If your injuries are serious, dial 911 and the police dispatcher will send over emergency medical personnel. If you have not sustained serious injuries, call non-emergency law enforcement agencies from the area where the incident happened. After arriving at the scene of the collision, the police will begin investigations. If the collision involved two vehicles, the police will hand over traffic tickets to the guilty parties, and file a report regarding what happened.

Gather Information

After experiencing an automobile collision you may feel confused and disoriented afterwards, therefore, it is important to gather any helpful information immediately. Later, you may have a difficult time remembering the names of those involved, or other circumstances surrounding the accident.

Ask for the names, telephone numbers, and addresses of all parties involved in or who witnessed the incident. It might help to take the signed statements of witnesses. Jot down the vehicle identification number and license plate of the vehicles involved in the crash.

Before leaving the scene, take note of the time, date, and conditions that prevailed during the crash. It would also be helpful to take photographic evidence of the scene of the incident.

Seek Medical Attention

When the paramedics arrive, you might be admitted to the emergency room if you have sustained serious injuries. Ensure you give your insurance information to the emergency room services. Before leaving the hospital, seek out copies of your admission and all medical records including x-rays, MRIS, CAT scans, and doctors’ notes. This information will be important to your future physicians, and also when you pursue your insurance claim or make an injury lawsuit.

If you linger too long without seeing a physician, the insurance provider may reject your claim on the grounds that your injuries are not related to the crash. However, you should only get necessary medical treatment. Courts and insurance companies do not acknowledge claims for medical treatment, or experimental procedures that exceed the degree of a victim’s injuries.

Alert the Insurance Company

After your injuries have stabilized, notify your insurance provider, and that of the guilty party regarding your intention to make a claim. After reporting the crash to the insurance company, you will be assigned a claim number and your claim will be referred to a claims adjuster. The company will assign an insurance adjuster to assess your property damage, or any personal injuries you have sustained. Ladah Law Firm usually advises its clients to follow up their claims with the insurance company.

Consult with a Personal Injury Attorney

When you are involved in a crash, it is important not to admit to guilt even if you were partially liable for the incident. You should leave the law enforcement agencies, and insurance adjusters to deal with the investigations. In some cases, the police or insurance representatives may go overboard with their questioning hence the need to have a lawyer by your side to avoid self-incrimination. An attorney may also be helpful in cases where your injuries are critical to the point that you cannot gather evidence at the scene of incident. Furthermore, your attorney will be crucial in negotiating a fair settlement with your insurance provider.

Leaving the scene of a truck accident may ruin your chances for compensation if you fail to take the right steps. Before leaving the location of a crush, you should follow the steps outlined above to secure your claim.

Legal blogging pays off
Legal Branding

Crafting the Perfect Strategy For Legal Blogging

For more than a decade now, lawyers and their firms have begun blogging as a way to bring in high-quality clients. Based on the latest research in the form of a survey amongst in-house counsel, we’ve discovered the type of impact that blogging has as a business development tool.

The survey discovered some interesting facts that include:

  • 84% of in-house counsel believes legal blogs are trustworthy.
  • Counselors read firm branded, attorney written blogs more than they read blogs written by professional journalists.
  • 50% and more believe prominent legal blogs have a major influence in whether clients will choose one law firm over another.
  • Daily blog readership has dropped since 2010, but weekly and monthly readership has made up for the loss in daily readers.

Ultimately, we’ve discovered that the Internet helps craft a better reputation for law firms when used correctly. We will now outline a winning strategy for achieving great success while lawyer blogging. 

Why Legal blogging

Lawyer Blogging Success Strategy

Use the following six-point plan to attract your ideal clientele while blogging for business success:

  • Identifying your ideal client base – in order to attract ideal clients, you need to create blogging content focusing on your chosen area of practice. Identify your ideal client and do what the top legal blogs do and focus on content specific to this area of practice. Avoid writing about anything else and stay focused. You need to brand yourself as an expert in your chosen practice area.
  • Pinpointing your ideal audience – it’s certainly important to create content geared toward current and prospective clients, but it’s even more important to create content that will have a major impact on influencers in your chosen area of practice. To achieve thought leader status in your practice area, create content that will engage with and get shared by association leaders, conference coordinators, publishers, reporters and today’s top legal bloggers. This is the best way to get noticed and become a major authority in your chosen field.
  • Pay attention – the best way to gain the attention of your ideal audience and major influencers in the field is to really listen and pay attention to the topics being regularly talked about. Sure, creating content is certainly important to help spread the word as you look to attain authority status. But you have to write content that’s relevant to what your area of practice is currently focused on. So keep your eyes and ears open, discover what’s being talked about and shared in your industry most often and focus your content on the latest trends.
  • Networking – most of the world tends to look at blogging as a marketing tool, but it’s more effective when used as a tool for networking. You can easily use your blog as a way to get to know new, influential people in your practice area. Interview exciting people on your blog. Do not hesitate to quote the work of others in your practice area, and make every effort possible to comment on and share thought-provoking pieces. In the end, you want to become an active member of the blogging community and you want your peers to know it.
  • Make the time investment – becoming a successful blogger in your area of practice will take time. Do not expect to achieve immediate results. Be willing to put in the time, effort, and energy to become a successful legal blogger.
  • Using social media – use social media websites like LinkedIn, Twitter, and Facebook to draw attention to your true online identity, which is your lawyer blog.
Example of legal blog

An example of a successful lawyer blog

Conclusion

Do not hesitate to take advantage of legal blogging to help grow and expand your practice. Many law firms are capitalizing on this medium and use blogging to bring in new clients and achieve major business success.

 

 

Law books
Legal Branding

Choosing The Right Colors For Your Law Firm Site

Chances are, when designing your law firm’s website, the colors of the site were not considered as a major factor.  Sure, you wanted something clean, professional, and polished, but that was probably the most you thought of it.  It is a scientific fact that people perceive feelings and attitudes about a place of business based on the colors presented to them. Colors carry powerful meanings and those messages are part of your brand. Take the website of Levinson Law Group, for example. This website features blue, gray, and a bit of gold. What do these colors say about the company?

What Does Color Mean?

Levinson Law Group’s logo features three words; “Strong, Compassionate, Reliable” This is part of their brand and company image. The primary colors of their site, back up their image.  Let’s look at what the colors mean:

  • Blue
    • Trust
    • Smart
    • Power
    • Stability
  • Gray
    • Security
    • Reliability
    • Solid
    • Intelligent
  • Gold
    • Of value
    • wealth

As you can see, the colors this company chose are perfect to answer the unspoken question, “Why hire us?”

Subtleties of Colors Add Meaning

Another site,Victims Lawyer.com features the same colors. The difference is subtle. Victims Lawyers.com feature more gray in the overall layout of the site. This means to the consumer, they are stressing the idea that the customer is secure with them. It is the same message presented in a different way to brand their company. While these legal professionals deal with many types of clients, they are award winning personal injury attorneys.  A client who has been hurt at the hands of, or due to the negligence of another person, is already at a disadvantage. If that company refuses to deal with them fairly (forcing them to hire an attorney) they have reason to be insecure. The attorney they hire will make them feel safe and secure. That begins with the mental image their brand presents.

Steven Sweat logos

A third example is Syndicate Legal. The blue and gray scheme of this site are almost blended. This give the message that they are equally dedicated to obtaining your trust and representing your case. They do not favor blue over gray because they are equally important. However, you will notice a little green in the main page of this site. It is an understated detail that speaks volumes. Green represents money and growth. A client looking for an attorney to seek damages for him, may think he will recover more if he uses this attorney, simply because their mind reacts well to the splash of green on the site.

Woodland HIlls

Common Colors For Legal Websites

It is easy to understand why the understated colors of blue and gray work well with legal websites. But as in the above examples, an accent color drives your point home.  Just as using green works to represent money and gold suggest value and wealth, using other colors allow the law office to mold their brand to their specific target audience.

Red is an accent color you will find on most sites.  Red means power, strength, energy, and passion.  A criminal defence attorney may accent more heavily in red. This is a statement that they are willing to fight.

Yellow is the color of happiness, This is a good accent color for legal professionals in family law, for example.  Often you will see the color orange. Orange is an equal combination of red (power) and yellow (happiness). This is for the law offices that stress finding a solution that works for everyone.

Every industry uses the science of color technology.  From hospitals, to schools and prisons, the colors serve a specific purpose. Law offices are no exception. The colors used will an impact on your business. So choose wisely and let your website work for you.

How to Use Blog Posts to Build a Legal Brand
Legal Branding

How to Use Blog Posts to Build a Legal Brand

Blogs educate and entertain. They can help with SEO and can turn leads into clients. Blogs are also a great way to express your law firm’s brand identity. Remember, a law firm brand is more than a logo, color or slogan. It expresses of your law firm’s culture and identity.

Unlike a slogan or logo, a blog lets a potential client hear your voice. You can discuss issues that are important to you and your clients in detail. Readers learn your perspective and outlook through your writing. Every blog post is a chance to express your law firm’s culture.

How to Choose the Right Blog Subjects

How to Choose the Right Blog Subjects

Blog posts should not directly sell your legal services. Instead, a blog posts should help clients understand the legal system and their rights.

Often, people find a blog post because they are searching for information about a particular issue (and not for a lawyer). If your blog post focuses too much on your law firm’s services, the potential client may go elsewhere for the information she needs.

There are several ways to find good subject matter. You can address your client’s most frequent questions and issues. Or, you can perform keyword research through programs like Google’s Keyword Planner.

How to Format a Legal Blog Post

How to Format a Legal Blog Post

Regardless of how you find a subject, make sure that your blog post is informative and easy to read. People often skim blogs. You want to make sure that your readers are absorbing the right information.

Use Headings to Highlight Key Ideas

Most blogs include headings. Headings can help with SEO and highlight key points for your readers. You may want to use multiple headings (H1, H2, H3, etc.) if you are writing a lengthy blog post.

Again, many people only skim a blog for information. If your post is long and does not contain headings, readers may not find it helpful.

White Space Makes Blogs Easier to Read

Lawyers love writing long, detailed articles. Remember, your blog is not a law review! While your readers are looking for helpful information, they probably don’t want a treatise. Again, they may just skim your post.

White space is the space around your text. It makes content easier to read on a screen. Try to include a good amount of white space on your blog. Break your text into small, easily readable segments.

Use Calls to Action

Use Calls to Action

A call to action may be an offer for an e-book, a subscription to your newsletter or a free consultation. On your blog, you are not selling your law firm. But, potential clients may want more information than your post provides.

You can convert a reader into a potential client by offering a call to action. Calls to action offer valuable information in exchange for contact information. You can strategically place offers for newsletters and free consultations at the bottom of a blog post or on the sidebar.

Once you get a potential client’s information, make sure your law firm follows up and contacts them (either via email or by phone).

Make Sure Your Post is Mobile-Friendly

Your law firm’s website should be responsive. In other words, your website should format itself to fit your reader’s screen.

It can be challenging navigate a traditional website on your smartphone. Smartphone and tablets are the most common way for potential clients search the internet. If your website is hard to read (or outdated), they will go elsewhere for information.

How to Publicize Your Blog Posts

Social media is one of the most effective ways to share blog posts. Use your law firm’s social media feeds (including Facebook, Twitter and LinkedIn) to promote blog posts. If your lawyers have their own professional social media feeds, have them share posts.

The hope is that your posts will be shared by clients, other lawyers and everyone else on the internet. If a blog post goes viral, your law firm will have tremendous exposure.

How to Use Data to Build a Better Blog

You can track a blog’s impact by using tools like Google Analytics. As your blog grows, look at which blog posts get the most views, shares and comments. Do these blog posts have a similar subject or format? Do your readers respond better to list posts or infographics? Use this information to create more popular blog posts.

Legal blogging is an art and a science. Your law firm needs to write compelling content and structure it so your readers (and the search engines) value it. This can take time and effort. If you need help with a blog, there are consultants and writers who can assist you. Visit the following blog for a perfect example to follow when it comes to formatting and blog content: http://www.losangelesduilawyernow.com/blog/.

How Can Law Firms Can Retain Clients?
Legal Branding

How Can Law Firms Retain Clients?

Too often, law firms focus on getting clients, rather than keeping them. A successful legal brand attracts good clients and turns them into brand advocates. And, comprehensive branding and marketing strategy can help with client retention.

Law firm brands are the public expression of your firm’s culture and mission. It is more than a logo, slogan, or website. Branding also includes client communications and relationship building.

The Importance of Customer Service

The Importance of Customer Service

Marketing does not end when a prospective client signs a retainer. Your clients expect more than litigation services. They hired your law firm because they liked your culture and mission. Now, you need to put the rubber to the road.

Every client interaction should reflect your law firm’s brand. If you promised to be compassionate and friendly, don’t push clients off the phone. You and your staff need to be living examples of your firm’s brand identity.

Welcome your clients to your community and keep them engaged. Send targeted newsletters or blog posts. Ask them for their opinions. (For more information, see our article about client questionnaires and reviews.) Show your appreciation.

And, keep them updated on their cases. There is an increasing number of software solutions that can help lawyers communicate with their clients.

The Benefits of Client Relationship Management (CRM) Systems

The Benefits of Client Relationship Management (CRM) Systems

Communication is vital to the attorney-client relationship. Small firms often send letters to clients. But, you may want to consider using a legal Client Relationship Management (CRM) system.

CRM software is more than a client database. These systems give a structure to client communications. You can schedule appointments, phone calls and other communications through CRM software. CRM’s also can track leads and help convert them into clients.

If your law firm struggles with client communications, a legal CRM may help improve your organization.

The Benefits of Project Management Tools

Lawyers rarely think of themselves as project managers. But, you are working with a group of people to resolve a problem—it’s a project!

Law firms can use project management tools or a client portal to share documents and information with clients. While email can do the same thing, it may be easier to have all your communications in one place. (No one likes searching through email.)

Project management systems and client portals may also be more secure than email. It is easy to waive attorney-client privilege in an email thread. And, privacy is not assured when you email a client’s work or shared personal account. (At the least, encrypt and password-protect your client emails.)

No matter how you communicate, make sure your clients are updated and engaged in your legal representation.

Engage Clients Through Blogs and Social Media

Engage Clients Through Blogs and Social Media

Blogs and social media are a great way to engage clients. A law firm can give legal updates, helpful advice and feel-good moments to their clients through blogs and social media feeds. These posts will keep you in the forefront of your client’s mind and can build trust.

For more information, see our articles about social media and blog posts.

What is a Brand Advocate?

What is a Brand Advocate?

A brand advocate is a law firm’s best marketing tool. Lawyers and staff members become brand advocates when they embody the firm’s brand identity and core values. Clients become brand advocates when they share your message with others.

Lawyers often get their best referrals from their clients. A client’s review or recommendation is invaluable. And, it extends your law firm’s brand. Firm reputation is a huge part of your brand, and nothing is more authentic than a client’s expression of your brand identity.

Even if you lose a case, a client can become a brand advocate. If your law firm exceeded their expectations in customer service, communication and culture, they still may refer you new clients. Good results can come in a lot of forms.

Every client interaction should reflect your law firm’s identity. If you have questions about law firm branding and client retention, contact a branding consultant for help.

Should I Brand my Different Legal Practice Areas?
Legal Branding

Should I Brand my Different Legal Practice Areas?

Successful legal marketing is based on brands. A legal brand is not just a logo. Instead, it is a law firm or lawyer’s public image. Usually brands focus on culture, identity and mission.

Brands help differentiate a law firm or lawyer from its competition by educating clients on HOW and WHY they practice law. Clients often choose a law firm or lawyer because of an emotional connection or shared values.

Most law firms have multiple brands. These brands can include:

  • Law firm brands
  • Personal (lawyer) brands

Each of these brands is a separate identity and personality. (For more information, see our article about the relationship between law firm and lawyer brands.)

Large firms may have practice area brands. These brands are sometimes called subsidiary brands.

Why Should a Law Firm Use Practice Area Brands?

Why Should a Law Firm Use Practice Area Brands?

Law firms usually have more than one area of practice. Sometimes, these practice areas can be easily branded together. For example, workers’ compensation and Social Security practices can be branded similarly. (Both sets of clients are facing medical uncertainty, cannot work and want to assure their financial security.)

But, different practice areas can appeal to different buyer personas. A buyer persona is a subset of a law firm’s client base. Law firms can use buyer personas to attract their ideal clients through targeted marketing. (For more information, see our article about legal buyer personas.)

Your criminal defense buyer personas may differ greatly from your law firm’s Child SSI personas. If your law firm is having difficulty attracting the right clients, it may want to consider practice area brands.

But, there are risks involved when a law firm uses multiple brands. Sometimes, the brand messages and identities can conflict. Personal and subsidiary brands can also dilute the law firm brand’s core message.

Factors to Consider Before You Build Practice Area Brands

Factors to Consider Before You Build Practice Area Brands

Again, practice area brands are not always necessary. A law firm should evaluate their practice and law firm brand before creating new brands. Introduce new brands only when they give a strategic advantage.

Are Your Buyer Personas Different?

Your law firm should do market research about their buyer personas. Have each practice area create a list of their buyer personas. You can use your own client data to determine what types of people use each practice area. Competitors’ websites also may give insight into untapped buyer persona markets. (Who are they marketing to?)

Once each practice area has described its buyer personas, compare the lists. You may be surprised to see that the demographics are similar. If there are marked differences, your law firm may benefit from practice area branding.

Is Your Law Firm Brand Too Narrow?

As law firms age, they often change missions or diversify. A business law firm may grow to offer estate planning and bankruptcy assistance. If the law firm’s brand stays narrowly focused on business development, it may not attract the right clients to its other practice areas.

Rebranding can be a good thing. An outdated or overly defined brand can cause tension in a law firm. Lawyers whose practice areas are underrepresented (or ignored) will feel left out. Their brands will conflict with the law firm identity, and they will lose clients.

Before building a separate brand for a practice area, make sure your law firm brand has room to grow. All of your subsidiary and personal brands should fit under the umbrella of your law firm brand.

If your law firm brand seems too narrow, shift your focus from one area of practice to your firm’s core values. A strong law firm brand often focuses on its culture and mission. Talk about what makes your firm exceptional.

Does a Practice Area Brand Dilute your Law Firm Brand?

Your law firm’s brand is your most valuable marketing asset. If your firm creates too many brands, it risks diluting its message. Make sure you align all brands, both subsidiary and personal, with your overarching law firm brand.

Build a practice brand as a subsidiary. It should use the law firm’s logo and color palette, if possible. A subsidiary brand may have a different voice or outlook, but it should be clear that it is part of your legal organization.

Branding can help attract and retain clients. But, it’s difficult to define and build a brand. If your law firm is struggling with its brand, or is considering a rebrand, it should contact a marketing professional.

Law Firm Marketing Through Social Media
Legal Branding

Law Firm Marketing Through Social Media

Law firms have been slow to embrace social media. But, social media (like LinkedIn, Facebook and Twitter) have become increasingly important marketing tools.

Globally, billions of people use social media every day. Social media is not just for cat videos and pictures of cute babies. Increasingly, we rely on social media provides for news and information.

Today, a law firm must have a social media presence to survive.

Law Firm Branding and Social Media

Law Firm Branding and Social Media

Social media feeds are a wonderful way to express your law firm’s brands. Social media allows lawyers instant access to their clients and followers. It gives clients a steady feed of information that educates and entertains.

Your law firm’s posts should reflect your brand. A brand is the public face of your law firm. It describes your cultural identity and law firm mission. Avoid posting information that does not align with your firm’s core values.

What should a law firm share on social media?

What should a law firm share on social media?

Your social media feeds should not just be targeted at prospective clients. Many of your followers are current or past clients. Posts should speak to people at every phase of the buyer’s journey.

The legal buyer’s journey describes how people develop from potential clients to brand advocates. The journey is described as follows:

  • A person searches for basic information about a problem.
  • He identifies his problem, and considers his possible solutions.
  • He wants an attorney, and begins to lawyer shop.
  • Now a client, he wants ongoing service and value.

(See our article about marketing fundamentals for more about the buyer’s journey.)

People find different information helpful at different phases of their journey. Your posts may include:

  • Basic information that would educate the general population about your practice.
  • Legal updates that impact your clients.
  • Feel-good stories.
  • Reminders about community events that impact your clients.

Try to keep your posts informative and entertaining. If you want to create a longer discussion of an issue, share a link to your blog.

But, social media needs to be treated with caution. Along with its benefits, social media can pose branding and ethical challenges.

Personal vs. Professional Accounts

Lawyers should keep their personal and professional social media accounts separate. Most lawyers do not want their clients seeing their vacation pictures. At best, you are over-sharing with your clients. At worst, your personal images and posts can damage your professional brand.

Keep your personal social media accounts private. It’s pointless to keep a professional account if your personal account is open to the public.

Legal Ethics and Social Media

Lawyers must follow their State Bar’s ethical rules. Often, there are specific rules on advertising and client solicitation. These rules apply to social media. Here are some best practices:

Don’t Publish Confidential Information

Don’t Publish Confidential Information

Lawyers and law firms should not publish client information without the client’s signed consent. It’s tempting to post war stories on social media. Client success stories are compelling.

But, if you give too much detail, you may violate your clients’ right to confidentiality. Tread carefully, and when in doubt, ask for permission.

Don’t Accidentally Create an Attorney-Client Relationship

A lawyer publishes a blog post. In the comment section, a person asks questions about a claim. The lawyer responds with legal advice.

The lawyer may have accidentally created an attorney-client relationship.

Once there is an attorney-client relationship, you must protect the client’s privacy and avoid conflicts of interest. You should avoid giving legal advice online. You should also put disclaimers in your comments.

Requesting a Connection Can Be Solicitation

A construction law specialist meets a developer at a social event. The next morning, she sends the developer a LinkedIn request. Has she improperly solicited a client?

Lawyers should be careful when making social media connections. The individual could already be represented, or your friend request could be considered a solicitation.

Use Disclaimers to Protect Yourself

Don’t forget that social media is really a marketing tool for your law firm. Make disclaimers that your posts are general, and should not be considered legal advice.

If you need help with your social media strategies, speak with a marketing consultant.

Graphic Design and Law Firm Branding
Legal Branding

Graphic Design and Law Firm Branding

Logos, color and fonts are some of the easiest ways law firms express their brand. But, design elements are not your law firm’s brand. Instead, logos and images help your clients understand your firm’s identity and outlook.

Good design helps define a brand!

Logos

logos

Logos can be powerful expressions of brand identity. Mouse ears and or golden arches make us think of their representative brands immediately. Law firm logos are usually less iconic.

Law firm logos tend to be conservative. They use traditional typefaces and are often monochromatic. They also rely heavily on gavel, scales of justice and Greek columns.

Law firm logos seem to offer very little brand differentiation. Your firm can do better.

Here are a few pieces of advice:

1. Work with a Graphic Designer

Work with a Graphic Designer

Most lawyers don’t have the skills or time to make a logo. Your firm may have an idea of what your logo should be, but may not have the technical ability to bring it to life.

A graphic designer can create a high-quality, custom logo with your brand in mind.

2. Do Market Research

When you do market research, don’t just look at law firm logos. Instead, study other markets. Create a file of logos that speak to your firm.

Then, consider WHY these logos are successful? What message do they convey? Are they modern or traditional?

You also need other people’s opinions. If you are a partner at a 25-member firm, do NOT include them all in the design process. Instead, ask a small group to give input into the logo design. If you cannot agree on a logo, get help from your graphic designer or a marketing consultant.

3. Choose a Simple Logo

Most iconic logos are simple and elegant. They usually have one to three colors. This makes them easy to recognize.

Color

color

Color consistency increases brand recognition by 80%, according to a 2007 University of Loyola, Maryland study. But, color also evokes emotion and can help define your brand.

The Psychology of Color

We associate colors with both positive and negative feelings. Think about your law firm’s brand and culture. What emotions do you want to express in your branding? Ferocity? Trust? Optimism?

Now, select colors that evoke these feelings. Most Americans link these colors to the following feelings:

  • Red: Power, aggression, passion and strength
  • Blue: Security, dignity and trust
  • Green: Wealthy, fresh and youthful
  • Yellow: Positive, energetic and warm
  • Gold: Historic, traditional and valuable
  • Grey: Conservative, responsible and serious
  • Pink: Feminine, playful and youthful
  • Purple: Sophisticated, creative and royal
  • White: Truthful and pure
  • Black: Serious, elegant, and bold
  • Orange: Cheerful, optimistic and exuberant

You also want to select colors that are complementary and easy to read.

Again, a graphic designer or marketing consultant can help you select a color palette.

Images

Sometimes, law firm images and photography seem like an afterthought. Too often, law firm websites rely on cliché stock photography and poor quality profile photos. But, images are an important part of your firm’s branding strategy.

The images on your website (and other marketing materials) should align with your law firm brand and client base. Before you select a stock photo, ask these questions:

  • What does the image say about my clients?
  • Does the image reflect our culture and values?
  • Is the image consistent with the rest of our marketing materials?
  • Are my competitors using the image?

You should choose images that are unique and directly relate to your brand identity.

Just like color, images can express emotion. Consider the message you are trying to convey with an image. And, consider how that emotion relates to your brand.

Similarly, attorney profile pictures should be high quality and consistent. A poorly lit, low-resolution image will not positively advance your brand identity. It is worth the time and money to hire a professional photographer.

The Need for Consistency

Law firms should use graphic design elements consistently throughout their marketing. Your social media feeds, print materials and website should share common design elements.

Along with logos and color, consistent use of font, images and taglines help define a brand. Your law firm should provide clients with a consistent message and visual aesthetic. This consistency will help your clients understand your firm culture and identity.

Law Firm Branding vs. Lawyer Branding
Legal Branding

Law Firm Branding vs. Lawyer Branding

Within a law firm, there may be many brands. You have the firm brand that represents the entire organization. There are also lawyer or personal brands. It can be a challenge to balance these brands.

Legal Branding

Legal Branding

A brand does not describe WHAT you do. Instead, a brand highlights WHY and HOW you serve your clients. Legal branding differentiates lawyers and law firms from each other by highlighting differences in culture and outlook.

What is a Law Firm Brand?

What is a Law Firm Brand?

A law firm’s brand covers the entire organization. It is the public image and identity of the firm. This brand reflects the values and culture of the law firm.

A law firm brand is expressed through graphic design, including colors, logos and formatting. A firm’s branded content also has a consistent voice and message.

What is a Personal Brand?

What is a Personal Brand?

Many lawyers have their own personal brand. A personal brand is built on the lawyer’s (rather than the law firm’s) personality and reputation.

This brand can be based on a variety of factors, including:

  • Community and political involvement
  • A dedicated personal client base
  • Involvement in high-profile litigation
  • Leadership roles in professional organizations.

Personal brands are valuable to both the lawyer and the law firm.

Unfortunately, personal brands are portable and can cause conflict. If a lawyer leaves a firm, his brand goes with him. Or, a lawyer’s brand may diverge from the firm’s message and identity.

How to Use Law Firm and Personal Brands

Sometimes clients hire the lawyer, not the law firm. (And, vice versa.) Your marketing strategy should accommodate both law firm and personal brands.

A lawyer’s brand can seem bigger than the law firm’s brand. This can happen when the personal brand covers:

  • An iconic founding partner
  • A recognized rainmaker
  • A public figure, such as a politician or philanthropist.

Your lawyers are not the same and they bring different strengths to your firm. You can highlight these by allowing internal differentiation. Allow for flexibility within the firm’s brand.

Personal Brands and Legal Buyer Personas

Buyer personas are subsets of your client base. They have different goals, perspectives and needs. (For more information, see our article on buyer personas.) Your law firm can appeal to different buyer personas through personal brands.

Consider these two buyer personas:

  • John (age 30) was in a car accident. He was a software engineer at a large company, but he is now off on medical leave. John is married with two kids. He suffers from depression. The thought of litigation is overwhelming.
  • Marta (age 45) lost her husband in a car accident. Another driver was at fault. She is a trauma nurse and is taking time off to grieve. Marta is angry. She expects a large settlement for her pain and suffering.

While a good lawyer could represent both clients, John and Marta may be drawn to different personal brands. John may choose an attorney who seems patient and compassionate. Marta may want the brashest rainmaker she can find.

Using Blogs and Social Media to Build Personal Brands

Using Blogs and Social Media to Build Personal Brands

Lawyers can build their personal brands through blogs and social media. Blog posts and social media can give clients insight into a lawyer’s personality and legal perspective. A regularly updated blog or feed also can build trust with potential clients.

But, a lawyer’s blog or social media feed must still follow the firm brand. A lawyer’s content should not conflict the firm’s brand and must stay professional. You should also use consistent design elements (color, photographs and logos).

Your law firm may want to create social media guidelines or a digital code of conduct. Remind your lawyers that social media posts and blogs must meet your state bar’s ethical standards. (For more information, see our article on law firms and social media.)

How to Fix Conflicting Brands

When you have big personalities (and therefore big brands), conflict is bound to happen. A lawyer may use his own photographs and colors scheme, or refuse to use a firm logo.

As a lawyer, you are trained in dispute resolution. Use those skills! Many times, compromises can be made. But, if you cannot agree, it may be time to hire a branding consultant.

It is possible that the law firm (or the personal brand) is overly defined and rigid. A branding professional can help you re-brand the lawyer or firm, allowing both brands to flourish.