When people think of a brand, they immediately think of a company’s logo, the company name, a symbol, a slogan, or anything else that is used to identify that company in the market. This definition of a brand has become increasingly outdated, as the aspects of a strong brand have evolved over time.
Now, a brand has become more about the experience, the values, the ideas, or even the personality of the company it represents. Relying solely on name recognition or a logo leaves companies vulnerable in competitive markets. That’s why, as a law firm, building a strong brand that represents the firm’s values, vision and personality can propel you towards success.
Establishing a brand identity is crucial to the success of a law firm. It is a tangible asset for a company that clients can see and feel. A strong identity can give your firm an immediately recognizable professional image that differentiates it from competitors.
A strong brand identity should answer these questions:
When you begin to answer these questions for your law firm, you can put together a strong brand strategy. This strategy should encompass everyone at the firm including attorneys, administration staff, and even part-time associates. The goal is to build a brand that, in the crowded law firm market, differentiates itself from the competition and has a competitive advantage.While strong marketing efforts will attract clients to your firm, a strong brand will help build a valuable reputation and lead to greater success in the long term.