For decades, personal injury firms have competed on relatively even footing. While firms varied in size, geography, and marketing sophistication, the competitive set was limited. Out-of-state players like Morgan & Morgan invested heavily in advertising but for the most part, local and regional PI firms fought on familiar ground.
That is about to change.
With regulatory shifts in states such as Arizona and Utah, private equity is entering the legal market. Soon, firms will no longer be competing only against each other. They also will be competing against companies with capital reserves that can fund marketing engines far beyond what most PI firms have ever faced.
This shift represents both a threat and an opportunity. In a recent episode of Legal Marketing Radio, I spoke with Steve Gursten, owner and lead attorney at Michigan Auto Law, about what this means for law firm leaders. The consensus was clear: firms that take branding seriously, starting now, will be best positioned to defend their market share and thrive in 2026.
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Branding Is Not Cosmetic. It Is a Growth Driver.
Many attorneys still dismiss branding as an intangible or untraceable cost. In an industry that prioritizes case acquisition costs and intake conversion rates, branding can feel unnecessary or even indulgent.
The reality is very different. Branding is not an accessory. It is a growth driver.
- Branding builds trust. Clients select PI firms during moments of stress and uncertainty. A strong brand communicates authority, empathy, and reliability, making the decision easier.
- Branding drives differentiation. In crowded markets where competitors often use similar language, branding separates your firm from the noise.
- Branding sustains loyalty. Although repeat business is less common in PI than in corporate law, referrals are essential. A strong brand ensures your firm is remembered and recommended.
- Branding amplifies marketing ROI. Every advertising dollar performs better when it is supported by a recognizable and trusted brand.
Branding should not be viewed as an expense. It should be seen as an investment that multiplies the effectiveness of all other marketing activities.
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The New Threat: Private Equity in PI Law
Steve Gursten and I discussed the significant disruption that will occur when private equity-backed firms begin competing for personal injury cases.
How Private Equity Will Change the Game
- Capital. Private equity will have access to resources that most PI firms cannot match including television campaigns, digital advertising, and advanced technology.
- Scale. PE-backed firms will expand aggressively across states, gaining brand recognition at unprecedented speed.
- Efficiency. With corporate-style management, private equity-backed firms will approach client acquisition as a business function rather than a professional service.
Risks for Traditional PI Firms
- Market Share Loss. Without strong brands, many firms will simply be outspent and overshadowed.
- Commoditization. Firms that rely solely on advertising without building a brand will compete on price or volume, which is not sustainable.
- Talent Drain. Attorneys and staff may gravitate toward firms that appear larger, more stable, and growth-oriented.
As Steve noted, the fear among PI firm owners is justified. Private equity will change market dynamics, and it will quickly supplant firms that fail to act.
Why Act Now: Branding Takes Time
One of the most dangerous misconceptions among PI leaders is that branding can be quickly established and put to work. However, the truth is that building a brand requires time and consistency.
- Developing positioning: months.
- Gaining alignment among firm leadership: months.
- Creating collateral and messaging: months.
- Establishing recognition in a market: years.
By the time PE-backed competitors arrive in force, it may be too late to play catch-up. Firms that begin branding efforts in 2025 will have a clear advantage when 2026 arrives.
What Branding Really Means for PI Firms
Branding is not limited to logos or slogans. For PI firms, it is the holistic expression of how a firm shows up in the market. A comprehensive marketing plan should consider a firm’s:
- Positioning Statement: A clear articulation of what makes the firm unique.
- Visual Identity: Consistent design across websites, advertising, and collateral.
- Messaging Framework: Language that directly addresses client concerns.
- Community Visibility: Sponsorships, local partnerships, and public presence that strengthen recognition.
- Thought Leadership: Blogs, podcasts, and speaking opportunities that position attorneys as trusted experts.
- Client Experience: Processes and communication that deliver on brand promises from intake to resolution.
Branding is the sum of every client interaction. When executed well, it creates recognition, authority, and preference.
The Role of Community and Visibility
One of the most powerful tools available to PI firms is community involvement. This centers around inclusive actions such as:
- Sponsoring local events and charities.
- Building authentic relationships with community leaders.
- Amplifying attorney voices through podcasts, blogs, and local media.
Private equity capital can fund advertising but it cannot buy trust. Community presence and visibility are areas where traditional PI firms hold a defensible advantage, provided they invest in them.
How PI Firms Can Start Building Their Brand in 2025
Step 1: Conduct a Brand Audit
- Assess your website, client-facing materials, and advertising.
- Ask whether they reflect the authority and trust your market demands.
Step 2: Define Positioning
- Determine the single most important idea you want clients to associate with your firm.
- Ensure firm leadership is aligned on this positioning.
Step 3: Create Consistent Messaging
- Document messaging frameworks for use in all marketing channels.
- Ensure intake teams and attorneys use consistent language.
Step 4: Increase Visibility
- Invest in community involvement, sponsorships, and public presence.
- Repurpose podcasts, blogs, and video content across digital platforms.
Step 5: Build Scalable Assets
- Develop one-pagers, decks, and brand guidelines that can be used across campaigns.
- Train attorneys and staff to deliver client experiences that reflect your brand.
The Time to Build Your Branding Is Now
The personal injury market is at a turning point. Private equity-backed firms will soon be competing directly with established practices and they will bring levels of capital and sophistication the industry has not faced before.
Local PI firms are not powerless. By investing in branding, positioning, and visibility now, they can secure their status, retain market share, and position themselves for growth in 2026 and beyond.
Branding has always been good marketing. Today, it is a growth engine. In 2026, it will be the difference between firms that thrive and firms that are left behind.
If your firm is ready to protect its market position and build a brand for the future, let’s talk.
