The branding strategy of a law firm needs to be complex. It has to present a confident, consistent, and clear representation of what the business is and stands for. To get started right, here are the most important tips that need to be memorized.
Determine Brand Uniqueness And Identity
Everything should start with how the brand is different and who the brand is. This determination needs to be completely realistic and always thoughtful in regard to all messages and claims shared in the marketing campaign. What does the law firm stand for? How is business different when done by the firm?
There are countless law firms active right now in every single specialization. Without a unique value proposition, the law firm marketing strategy will fail, just like the brand. Some examples of ways in which your law firm might be different include:
- Having been based in an area for a long time.
- Handling most cases in a specific specialization.
- Having access to a wide network of medical professionals and expert witnesses.
Consider your indirect and direct competitors and see how the firm is different. The findings can help you to create website copy, articles, videos, taglines, and several other materials for marketing purposes.
Carefully Determine The Perfect Target Audience
As a law firm, it is very important to do what you are best at. You have to conduct a market analysis in order to determine the right target market. If you cannot do this alone, hire a marketing agency to do it for you because it is that important.
Start by analyzing the current customer base. Then, analyze the services you offer and evaluate the competition. The findings of your research determine key target audience specifics like location, occupation, income, background, and age.
Look For The Appropriate Platforms
Your brand work creates messages that have to go to the right places. If you do not use the correct locations and platforms, you lose money since your messages do not reach the target audience.
Think about all available digital and in-person opportunities. For instance, when the best potential client commutes to work, you could rent a billboard. When the target audience spends the most time online, social media paid ads make more sense.
Define Brand Principles
Branding for a law firm is, in part, about taking advantage of and enhancing the experience of the internal team, not just maximizing available external business opportunities. When you create a very strong employer brand, the law firm gets better since it is easier for it to retain good staff and hire better professionals.
Building employer brands is all about determining the main principles the team needs to know in regard to the law firm. This should include values, like highlighting that the priority is the client or staying frugal.
Brand guidelines should also be created. This is important for the team to have something that can be referenced when individual actions are made, like making social media posts or posting videos online. Also, if you ever want to hire a marketing agency, the brand principles will help a lot in creating a suitable strategy.