There’s a misconception about brands and branding that we need to clear up—it’s not just huge, multinational companies that have “brands.” Every business is a brand, whether you’re a divorce lawyer in Indianapolis or a tech giant in Silicon Valley.
A wise man named Seth Godin once said of branding:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
A business owner who doesn’t consider their business to be a “brand” will never be as successful as one who embraces the ideas of shared expectations, stories, memories and (most importantly) the relationships your customers crave and expect from working with you.
Some people get hung up on the visual side of branding (to their detriment).
While branding is the overall package when it comes to leaving an impression on your customers, visual identity is a smaller (though important) aspect of branding at large.
The thing is that most small to medium-sized law firms we see have a very poor visual identity. Oftentimes, that identity is either nonexistent, uninspired, misses the mark, or it’s inconsistent.
The main point of building a solid brand is the concept of mindshare. Great branding and a consistent visual identity will make your firm easily identifiable and remembered. So how do we accomplish that?
Your firm’s visual identity is built on tons of different factors, including but not limited to:
There are no copy-and-paste rules for creating a timeless, memorable brand—you just need to have experience, which Legal Legends certainly does.
The key to creating a solid visual identity is to reinforce a customer’s expectations about your brand while simultaneously delivering an experience that will stick in their mind. The firms that win the most business are the ones who create a real connection with their customers.
It’s tough to just look at what other brands are doing right and then try to make the same designs, logos, color schemes, etc. work for your firm. So instead of pointing out what other law firms are doing correctly, let’s talk about what we see people getting wrong—over and over again.
These mistakes will absolutely kill your brand, and correcting them is one of our top priorities with new clients.
In general, most modern law firm sites simply don’t reach the level of quality and professionalism that clients expect from your practice. Sometimes it pays to have an expert give a second opinion.
We excel at giving small and medium-sized law firms blockbuster brands with the power to hit way harder than their weight class implies. That’s because:
If you’ve ever wanted your firm to look and feel like the Apple/Mercedes/Tesla of personal injury/workers comp/business/et cetera law, it’s time to get serious about branding and visual identity.
Your customers deserve the best, and we’re going to give it to them.
*The information provided on this website does not, and is not intended to, constitute legal advice; instead, all information, content, and materials available on this site are for general informational purposes only.