Law Firm Branding: Crafting Your Brand Image

Think of your firm’s brand image as the person we want to bring to life. A brand image is crafted from doing research into your current market bases, potential markets, and internal perceptions. We craft the brand image following an intensive research phase. Not only do we want to study the market and users, but we also need to study the law firm and how their employees and clients view the firm’s strengths and weaknesses.

Below is an overview of our process and the steps involved in defining a firm’s brand image.

Research Phase

As a marketing company with the goal of branding a law firm, we have a lot of questions to answer. We want to base your law firm’s brand on actual data and analysis, not just a hunch. We need to dig deep and discover who the market is, where your law firm stands, and how we can engage with that market. What differentiates your firm from other law firms? Where is there opportunity? These are questions we need to answer in the research phase.

Market Research

We want to discover and then define the current community where your law firm is established. We also want to look at potential markets and how to expand your brand into these markets. We want to define and answer:

  • Who is the current market? What are their hobbies, interests, and overall demographics?
  • Who are your current clients? How do they perceive your law firm?
  • What are the needs and desires being considered when your services are sought out?

Company Research

After defining the market, we want to see where your law firm can position themselves for ultimate success. In order to do so, we need to discover who the current brand of the law firm is. This includes:

  • Identifying company values and goals.
  • Assessing internal strengths/weaknesses.
  • Comparing against your competitors.
  • Identifying where your firm can bring the most value for clients.

Unique Selling Proposition

Once the research is done, it’s time to bring together the analysis. We understand your market, your internal perception, and where the competitors stand. With this knowledge, we can define your law firm’s unique selling proposition. This is when we define what actually makes your firm different and how we can position the firm to your potential clients.

Brand Personality

It’s time to start bringing the brand to life! Based on the research, we need to determine the brand personality. This will reflect the brand’s messaging, identity, attitude, and overall how the brand will be perceived from here on out. We take our findings and then select the appropriate archetype that lines up with our completed research.

Selecting an Archetype

Archetypes were created by psychologist Carl Jung, and in marketing, we use them to define how we will create a deep connection between your law firm and its users.

Defining the Brand Image

This is where we tie each of the above items together. We’ve done the research and agreed on a brand personality that will reflect your law firm’s unique selling proposition. This brand image will be laid out in the first part of your branding book to use for marketing purposes. It will define your brand personality, tone, messaging, and brand essence.

Brand Essence

The brand essence is the heart of the brand. Based on the personality defined, it’s time to write out to the world who your law firm really is. We want a finalized version of what makes the brand beat. Here we write out the values, mission statement, and vision statement.

Brand Identity

Our next step is to visually create your brand based on the image we have developed. Once we’ve crafted the heart and soul of your firm, it’s time to bring it to life.

Law Firm Branding: What is Branding?

We hear it all the time, “the word branding, but what does it mean? Is it the firm’s name? Is it a firm’s logo? Is it their advertisements? Is it their values posted on their website?” The answer to all of these questions is yes, but not individually. A successful law firm brand is your firm’s idea that is perceived by clients’ trust and experience. A successful brand has the brand image and identity in sync so that your law firm’s value and promise are reflected throughout the client experience.

Brand Image (Brand Essence, Personality) + Brand Identity = Brand.

Brand Image

The brand image can be divided into three parts.

First, establishing brand essence. Brand essence is the heart of your brand. What is your law firm values and vision? What promise will you keep to your clients? What personality will your firm have to help satisfy those customers’ needs and desires?

The second part of the brand image is value proposition. Understanding your clients and market are essential to establishing trust and differentiation.

The last section is brand personality. Based on the brand essence and value proposition, we can determine the best personality to bring the firm to life.

Brand Identity

After the brand image is established, your firm will want the brand identity to match. Brand identity includes but not limited to visuals like logos, colors, typography, and business cards that a law firm uses to connect with its audience visually.

Branding Goals

A successful brand needs to meet these seven goals:

  1. Emotions – What types of emotions do we want to establish with your clients?
  2. Desires – What desires will your firm satisfy for your clients?
  3. Differentiation – How can you stand out from other law firms?
  4. Trust – How can you establish trust in your law firm?
  5. Value – What are the core values of your firm? Do your clients share the same values?
  6. Connection – Law firms will want to connect with the outside world. How can your law firm share your clients’ emotions with the outside world?
  7. Belongingness – How can you connect and reflect your clients within your brand? You want your clients and community to feel like they are a part of your brand.

Successful Law Firm Branding Steps

  1. Your Law Firm Idea/Creation – What value will your law firm bring? What are your practice areas and goals?
    Your law firm will need to have a mission and vision statement created that will align with your firm’s purpose.
  2. Positioning – What position do you have in the market? Who are your competitors and what differentiates your firm from others?
  3. Personality – As what type of person do you want your brand to be perceived? What tone will messaging have? How will this personality satisfy the branding goals listed above?
  4. Idea of attractiveness – Brand Identity. Establishing your color palette, logo, typography, iconography, photography, and more. These visual identifiers of your brand will be synced with your positioning and personality.
  5. Communication – Rolling out the brand. How will your law firm connect to your clients and the world? Ads, websites, billboards, speaking engagements, and more are all ways for your law firm to communicate with the outside world.