When we think about branding, we automatically bring to mind the visual elements connected to a brand such as, logos, taglines and colour-schemes but there is far more to branding than simply what we see. Branding is also about the personal connection we have to a product, service, individual or company.
Branding is one of the main influencers in a consumer’s choice – we will all pay good money for something (be it a service or product) that we trust and believe in.
For lawyers, branding is about making a human connection with potential clients, marketing yourself (and your firm) in a positive way and focusing on the deeper attributes that help to create strong links within business and life.
Our tips below explain more about why lawyers need branding and how to approach it for the best results.
1. Why Branding is Beneficial
Every company creates a brand (whether intentional or not) just like every individual has a distinct personality.
In business, we must be able to differentiate ourselves from all the other lawyers and law firms, and show potential clients that we can be trusted with their money, business or case.
Clients need a reason to choose you – your branding should make you stand out from the crowd, highlight your values and define your standards.
If you work within a larger law firm, the branding of that firm (including its reputation, calibre of lawyer, genre of law, and so on) can be used to your advantage, giving insights into which other brand values you should choose to align with.
2. Branding and Deeper Connections
People often forget that lawyers are actually real people too but for branding to be effective, it must connect with others at a deeper level.
For instance, showing understanding and empathy to a client shows you are invested in the relationship, want to help them achieve their aims, and that you care about the outcome. It improves your relationships, which in turn, will improve your reputation.
Clients want to invest in a lawyer, or firm, that treats them well, respects their values, and understands their perspective.
Your brand should reflect these values in your own unique way.
3. Branding and Marketing
Branding and Marketing are not the same thing.
Branding will involve elements of marketing and advertising, in as much as you might use marketing to develop your brand reach, but they don’t form part of your brand.
Your branding is the factor that draws clients to you, the marketing just tells them about you, your brand and your services.
For example, a potential client might see your social media marketing campaign which highlighted pro-bono work with a particular charity that is close to their heart and decide to contact you based on that, but if after meeting you they are left with the impression that the charity work was a marketing ploy, they will likely take their business elsewhere.
Your advertising must reflect the true nature of your brand – be real, find your passion and play to your strengths.
Your branding should run through everything you do; your image, your logo, your blog writing, your charity work, even the way you talk and dress should reflect your brand.