Are you proactive on developing your firm’s Branding and Identity?
Successful brands paint a picture in the minds of buyers and prospective buyers. Think of Starbucks, Tide, Nike, FedEx and Porsche. All of these brands evoke an image in the minds of their customers and prospects. All of these brands evoke emotion.
The concept of branding started out in traditional Consumer Packaged Goods (i.e., Proctor and Gamble) over 100 years ago. In the years since, products ranging from automobiles to services to political ideologies have strategically built their brands to differentiate themselves and to appeal to their target audiences.
Now think about your law firm.
- Has your firm identified your brand, and is it articulated by all your attorneys and staff?
- Does your brand differentiate you from your competition?
- Does your brand speak to your target clients and/ or referring attorneys?
- Does your brand help you identify the types of clients that you want to attract?
- Does your brand help identify you to those clients?
Often, law firms and other businesses confuse logos and taglines for brands, and rather than build their brand, they use tired expressions, rhetoric and hyperbole such as:
- “We are hard working and aggressive"
- "We don't get paid until you do"
- "We can help"
- "We will fight for your case"
- “Big firm experience with small firm attention”
Open up any phone book and you will see hundreds of attorneys using the same buzzwords, phrases and images – going after the same clients and cases. Are you one of these firms? If so, ask yourself, “Why would a client choose me?”
BARD Marketing embraces the concept of branding and considers it a critical element in any Synchronous Marketing Plan. It is next to impossible to market and promote a brand that is ill-defined or generic. We bring a deep diagnostics and analytics-based approach to brand creation and development, and have done this for several leading entities both inside and outside the legal community. We will help identify, enhance and promote your brand, Contact Us anytime to discuss how to get started.