When it comes to your attorney marketing, is it recognizable? Does it stand out from the noise? Would clients be able to associate it with your law firm? If not, you might want to consider branding your attorney marketing. As a basic tool of marketing, branding is often misunderstood by businessmen, and especially lawyers. Sure, you’ve got a logo. But if you think that’s the extent of your brand, you’re not doing it well.
When your law firm pays attention to its brand and ties its attorney marketing to your brand, you increase the chances of being able to stand out from the crowd. Once upon a time, Larry H. Parker’s iconic advertising endorsement was the strongest association with personal injury attorneys. How many other legal brands do you think consumers remember? When it comes to your attorney marketing, you should be branding it so that it’s distinctive and iconic. You want consumers to remember your brand much like they remember the injured client in Larry H. Parker’s commercials.
How to Brand Your Attorney Marketing
When it comes to branding, your law firm’s brand should be clear, concise, and consistent. If you’re splitting the brand, you’re diluting your reach. Consumers are easily confused. If you’re going by different law firm names, putting up 9 different websites, and constantly changing your focus, you’re doing yourself a disservice. Unless you’re willing to waste thousands, or millions of dollars on your attorney marketing, you should probably learn how to do it right and avoid costly mistakes. Consider the following ways in which you can brand your attorney marketing for success:
- Clearly communicate who you are and what you do. When consumers see your attorney marketing, what are you communicating to them? You want consumers to read your blogs, view your video, or find your advertisement and say ah, this is The Law Offices of Bond & Taylor. They’re Orange County personal injury attorneys. You don’t want to make them guess. Don’t use ambiguous language, flowery legal speak that most consumers don’t understand, or beat around the bush. Tell consumers who you are, what you do, and how you can help them.
- Narrowly define your brand. Instead of trying to appeal to all things legal, take a moment to ask yourself what kinds of cases you want. And then narrow your brand to meet that answer. Sure you may get fewer consumers calling for your services, but you’ll get more quality cases. By defining your narrow specialty, you cut out the waste and refine your brand. Do you want to be the best contract lawyer in America or would you rather be another generic corporate attorney? When you take the time to narrow your field of vision, you can doggedly pursue the clients in that space and define yourself as a serious contender.
- Consistently brand your attorney marketing. Consistency is often a problem when it comes to attorney marketing. If you listen to some of the less savvy attorney marketers, they’ll tell you that to keep track of your advertising, you should have different branded sites, that you should have other brand names. Not only is that cringeworthy to anyone who has been in any sort of marketing position, but a first year marketing student could tell you that you’re doing it wrong. To achieve maximum effectiveness, you want your attorney marketing working in tandem, not competing with one another. Every communication your attorneys have, every print advertisement, online attorney marketing, video, blog, social media channel should consistently present the same message. If you’re doing it piecemeal and splitting the brand to try to be all things to all people, you’re doing it wrong.
- Think of your communications as brand ambassadors. When you publish something online, write an email, or print brochures, these communications should be thought of as your law firm’s brand ambassadors. Often lingering longer than we realize, these communications are all part of your law firm’s brand. Strive to clearly and consistently present a positive brand image to reinforce the ideas in your attorney marketing.
When it comes to attorney marketing, there are lots of firms and lots of attorneys with a lot of ideas. If you’re not branding your attorney marketing, you’re likely missing out on the benefits. Strive to clearly, concisely, consistently, and creatively communicate your brand to consumers to experience the gains your attorney marketing needs. As always, the team at eLaw Attorney Marketing is hear for you if you need help. Call us today for some ideas on how you can brand your attorney marketing.