The idiosyncrasies of branding for law firms

The idiosyncrasies of branding for law firms

A brand can be defined as a: “Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers” (AMA). The general aim of branding for law firms is to strengthen their identity and ideally differentiate themselves from competitors - an aim shared by other industries - but there are also some idiosyncrasies when it comes to creating a legal brand due to the bespoke nature of most legal services.

Although there are many different ideas about best ways for lawyers to create an effective brand, ultimately this is a very subjective area and the approach to branding will depend on the goals, ethos, and outlook of each particular firm.

Consumer vs business branding

Traditionally, branding has been much more important in the consumer sphere rather than in Business-to-Business (B2B) circles, in terms of developing a “personality” and showing consistency (eg. think Google’s informal style of communication and its consistent colours and typefaces).

This approach of placing emphasis on personality and consistency can be very useful for law firms which engage in large scale advertising or wish to appeal to the general public, such as those specialising in PI claims. However, although businesses may share some consumer attitudes they are less likely to be swayed by a projected image of a firm, and will instead look at the skills and experience of fee earners. Therefore comprehensive profile pages, case studies, and blog posts which demonstrate the knowledge of key staff will add much more value to the overall message of the fi

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About the author:
Alex Heshmaty is a legal copywriter and journalist with a particular interest in legal technology. He runs Legal Words, a legal copywriting and marketing agency based in Bristol.