Branding: Overlooked and underappreciated
Your law firm’s brand is the sum of your voice, vision, mission, and core values. It is more than a logo, an elevator pitch, typography, or a color palette, and it is definitely more than a business card.
Your brand should be reflected throughout every facet of your law firm — from lead generation and marketing strategy to your daily operations and website aesthetics. When your brand delivers on its promises at every touchpoint, client satisfaction and brand awareness will increase.
At LaFleur, we believe in a collaborative, process-driven approach to creating (or reimagining) your brand. The result: powerful brand strategy and marketing materials that guide your approach and differentiate your legal services from others. Below, we have outlined some of the important milestones in the law firm branding and rebranding process.
When we onboard new clients, the very first thing we do is conduct a SWOT analysis to determine a law firm’s strengths, weaknesses, opportunities, and threats. In doing so, we urge everyone to be honest and forthcoming. We need to ask the right people critical questions to determine where your brand is — and where you want it to go.
Once those questions have been answered, we’re on our way to developing an effective, engaging brand campaign that will position your law firm as an attractive option for future clients. From here, we can begin structuring a results-oriented content strategy.
Creating branded assets and materials
With preliminary research and feedback assembled, we will work with your firm to develop a clear set of branding guidelines as well as a strategy document that clearly outlines our plan to create a strong brand using a variety of assets, which can include elements of design, development, social media, and copywriting.
Our branding process involves:
- Design: As part of a seamless, comprehensive branding strategy, we will work with your team to create a new set of design guidelines for your brand. This can include new logos, color palettes, typefaces, and other design elements that will attract new clients and energize your existing base. We will use these design guidelines to augment your existing visuals or create entirely new ones. This could include digital assets, letterhead, business cards, promotional items, and more.
- Development: Our developers will work with our designers as well as stakeholders at your firm to update your website or create a new website from the ground up. Our team can also create dedicated landing pages to complement your digital marketing and pay-per-click campaigns.
- Social media: Social media provides an unprecedented opportunity to connect directly with your client base and get the word out about your brand online. In addition to updating and managing your social media profiles on Facebook, Twitter, and Google, we work to develop and expand your brand on more professional sites, such as LinkedIn, Avvo, and Yelp. Many social media sites are highly customizable, which means that we are able to build your new brand identity on multiple digital platforms and all devices.
- Copywriting: Although design is often the primary focus of a branding exercise, written content is equally important. Our talented, qualified copywriters use their expertise and skill to create fresh, compelling content for your brand. This starts with developing personas for your law firm — fictional-but-accurate representations of your ideal clients based on market research, empirical data, and experiential wisdom. From there, our content staff can continue to deliver outstanding website copy, blog content, emails, slogans, ad scripts, elevator pitches, and more — both online and in print.
Build a better brand with LaFleur
Branding is often the first thing that a potential client will take into account when considering your firm to represent them, and it will stick with them long after your working relationship has ended, which will lead to great referrals.
Whether you are trying to build a new brand or refresh your existing one, we would love the chance to speak with you about your current brand standards, where you want to take your brand, and how we can help. We have experience creating authentic, distinctive brands for law firms across a wide range of practice areas, from personal injury and defective products to family law and estate planning.
Not quite ready to talk?
No problem! We have several other resources related to branding that could be helpful while you weigh your options. Check out a few of them below: