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.