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Marshall Davis Brown Jr: Should you Brand your Law Firm?

Friday, February 15, 2013

Should you Brand your Law Firm?

Any business that's serious about using its reputation and customer association to gain traction is likely familiar with the benefits of branding. Basically, once you've branded your company, your brand is more likely to stick in the minds of your potential and current customers and you'll have given them a fast idea of what your company strives to do. Some people might question whether or not a law firm is the appropriate type of business to do this for, but it can truly benefit a lawyer who wants to take his or her name from local to national the way Marshall Davis Brown, Jr and other big-name lawyers have.

The reason so many people seem to think it's not appropriate for a lawyer to brand him or herself is because advertising can make lawyers look illegitimate. However, advertising has little to do with the type of branding that lawyers should do. Rather than being thought of as an ad, a brand can be thought of as a metaphor that represents the attorney/business, or even their personality. It's about creating a positive image for the company that warms the prospects up to them, therefore creating clients.

So how do you go about "branding" your name or your firm? You can start by identifying your best qualities and the ones you want the public to know you for. Are you aggressive? Professional? Speedy? It should be whichever trait sets you apart from your competitors. Bear in mind that the general public is intimidated by the law and its complexities – whatever will convince them that you're proficient and knowledgeable is good to put toward your brand.

You don't have to advertise to brand your firm, but you can come up with a slogan, use social media, keep a law blog, or add personality to your web content. This way, when prospective clients are looking to hire a lawyer, they can easily pick up on what type of firm they're working with and get a good first impression.
Branding for any company trying to sell a product or service is important for setting that company apart. Lawyers are no different from other types of business when it comes to competition – keep that in mind when you wonder whether or not it's appropriate for the profession.


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