Every law firm needs an identity.

Law Firm Branding? Absolutely.

Law Firm Branding is absolutely critical in a competitive environment.

BrandingSuccessful 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.

  1. Does your law firm have a brand, and is it articulated by all your attorneys and staff?
  2. Does your law firm brand differentiate your firm?
  3. Does your brand speak to your target clients and/ or referring attorneys?
  4. Does your brand help you identify the types of clients that you want to attract?
  5. Does your law firm brand help identify you to those clients?
  6. Are your law firm’s strategy and marketing consistent with your brand?

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:

  1. “We are hard working and aggressive”
  2. “We don’t get paid until you do”
  3. “We can help”
  4. “We will fight for your case”
  5. “Big firm experience with small firm attention”

Look at most current legal and law firm advertising (billboards, television, phone book, etc.) and you will see hundreds of law firms using the same buzzwords, phrases and images – going after the same clients and cases. Are you one of these law firms? If so, ask yourself, “Why would a client choose my law firm?”

BARD Marketing embraces the concepts of law firm branding and marketing strategy and considers these critical in any Synchronous Marketing Plan. We bring a deep diagnostics and analytics-based approach to brand creation, imaging and strategy development, and have done this for several leading law firms and corporations. We will help identify, enhance and promote your law firm’s brand and deliver a winning marketing strategy.

Contact Us anytime to discuss how to get started.


BARD Marketing. Your legal marketing and law firm branding experts.