Effective Tips To Brand A Smaller Law Firm
Law firm branding
is highly necessary if you want to build a very strong reputation and stand out
as being professional. In many cases we see firms that get a logo and not much
else. That is a really bad idea. When you neglect all the other branding aspects
you can be sure that you will never build a brand that is established and
remembered by clients. Branding is always complex. If you want to brand the law
firm of a Las Vegas car accident attorney or any attorney with any
specialization, you have to work hard. Here are things you need to know.
Creating The Buyer Persona
Law firms will
take time to learn about the market so that they understand who is served but
it is important to go even deeper. Buyer persona profiles are going to take
this understanding to a brand new level. It helps you to understand what the
potential clients are interested in. Buyer personas give you access to the data
that you need to create a branding campaign that is going to be as effective as
it should be. Niche markets always have to be properly understood in order to
succeed.
Visual Identity Versus Branding
There are huge
differences between branding and visual identity creations. Visual identity basically
means a brand’s visual aspects like letterheads, logo, photo treatment and
business cards. Branding is about creating a full law firm identity. It is so
much more than visual aspects. With full branding you develop various things
like brand personality, positioning, message and tone of voice.
Keeping It Simple
When you want to
brand a smaller law firm you want to focus on simplicity at all times. People
need to quickly understand what the law firm is about. This should happen
whenever there is a brand interaction that happens. For instance, if the last
name of the attorney is long and harder to remember, simplifying it is a really
good idea. Branding simplicity is always a very good idea, especially for the
smaller law firms.
Always Be Unique
For a law firm it
is so easy to fall into the huge trap of trying to fit in. This means they end
up with branding that has nothing special and looks like most of the
competition. Contrary to what you may think, being unique does not mean you
will not look professional. Strong brands will be unique, with a unique visual
identity and a unique brand message.
Remaining Consistent
After branding
and visual identity are done, you want to be sure that you will use them in a
consistent way across absolutely all possible platforms. You do this through
guidelines about how visual elements are to be used in order to represent the
brand. As an example, the logo should be utilized in all promotional materials
in exactly the same way it is used on the website. The same goes for business
cards, letterheads and so on. Brand consistency will help you to build the
trust that is needed to create a very strong reputation on the long run.
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