Branding is something that lawyers often ignore when they build their first website and start to create an online presence for themselves. However, as we will see below, branding is absolutely essential for law firm marketing.
As a law firm, you want to make your name memorable so that people call on you when they need a lawyer, right? The best way to do this is through high-quality branding. Building a strong, clear brand is an essential part of your online law firm marketing efforts, and it can be the difference between success and failure.
What Is Branding?
Traditionally, branding involved creating a decent logo, a catchy name, and a slogan or some other catch-phrase which distinguished you from your competitors. However, branding in the modern world of the internet is a little more complex.
Today, branding involves a consumers perception of you and your business (of you and your law firm in this case). What do they think of when they hear or see your brand name or logo? How does it impact them, and how does it make you stand out above your competitors? Branding is extremely difficult, which is why a lot of law firms consult with branding experts to try and improve their business success.
Why Does My Firm Need To Be ‘Branded’?
As a law firm, you are working in a very competitive environment. There are many other lawyers out there who would be more than happy to take your clients and potential clients if they are given half the chance, so you have to do whatever you can to put yourself ahead of the pack.
There are countless examples of companies who have spent a lot of time, money, and effort to make their branding the best it can be, only for it to collapse in an instant due to losing the trust of consumers. Without trust, they have no customers, and without customers, there is no business.
The first area you can ensure your brand is seen as trustworthy comes not from your marketing or advertising but in your day-to-day dealings with your customers. It beggars belief that a company will spend a fortune on developing and marketing a product, but then scrimp on its customer service. Nothing kills the trust in your business and its brand quicker than not looking after customers once they have bought your product or service.
For any new business getting your brand established and easily recognised is an important step, and a big part of this process is the type of logo that you choose for your business.
Every successful business has a logo and some of the world’s largest companies have a logo that is instantly recognisable across the planet. When you are choosing a logo for your business there are four basic types that you can select from with each of them having different elements and characteristics. The four types of logo are:
- Brand Mark
- Letter Mark
- Icon Based
- Text Based
A brand mark logo is one where the representation of your company brand is purely graphical. In other words, there is no text anywhere in the logo. Examples of brand mark logos are the circle and three spars of Mercedes Benz and the blue Twitter bird.
Having a brand mark logo designed will require you to outline to your designer what graphical representation you want your business to have. Sometimes this can be abstract and have no relationship to your business name, as in the case of Mercedes or bear some relationship to it, as with the ‘Twittering’ bird of Twitter.