Building a brand is a challenging endeavor that is often overlooked by law firms. The creation and development of a brand are significantly influenced by its reputation. We rely on services and purchase goods on a daily basis; the pickier client considers a number of aspects before deciding. A brand is built from different parts that work together to provide the client with quality, expertise, and the ability to exceed their expectations. These expectations are influenced by a history of interactions, whether with society or its lawyers, by colleagues’ recommendations, and how the law firm presents itself at marketing and business development touch points.

The more law firm employees, who represent and promote society on a daily basis, are willing to acknowledge their talents, the stronger the brand will become. A solid brand creates opportunities and a more sustainable future. A law firm with a strong brand receives more information requests, and its approaches to potential clients are more positive.

Building a brand takes years, if not decades, particularly in a traditional industry like law. Clients, by nature averse to risk, often resist changing legal counsel. However, with the new generation entering the market, some changes are taking place. Clients are inclined to experiment with new possibilities, and some firms are already feeling the pressure.

The brand as a strategic tool

The brand is more than just visual interest; it is a strategic tool that can drive your law firm’s growth, profitability, and performance. To understand the brand’s role, it is essential to recognize that every company has one. A brand provides a group identity for the employees in a law firm.

This identity extends much beyond a basic name and is typically connected with one or more distinct traits, both positive and negative. For example, “excellence in mergers and acquisitions”, “international and renowned presence”, and “specialization in regulation” are elements of the brand. These perceptions are formed by external parts and may be accurate or inaccurate, varying at some intermediate point. What important is that your brand is defined by your target market’s collective perception. This collective identity will determine your short-term success in a cutthroat business like legal.

The brand must be a continuous investment.

Focusing on your brand is crucial at critical points in the development of a law firm. Generally, these moments are related to some form of change that requires an update in the market to understand the full potential of the new offer and how it can meet the needs of clients. Change factors can include a new law firm location, the launch of a new area of practice or considerable new partner, the implementation of a new system, or a merger. It is critical to effectively communicate how these changes boost the brand and advise clients during these transitional periods.”

For offices that are constantly developing their practices, the brand should be considered a continuous investment. Taking the market position to a new level requires substantial investment and a smart, long-term brand strategy. This implies creating a strong identity and keeping it relevant and in tune with market changes and client needs over time.

Marketing and brand development

Some law firms stand out as super brands, having a reputation and recognition that exceed their expected size. These offices are remembered not only for excellence in the specific market in which During these transition periods, it is critical to effectively communicate how these changes strengthen the brand and benefit customers. They operate, but also for their effective marketing and solid relationship with customers. On the other hand, weaker brands are recognized only by direct contact with the customer and do not receive the same marketing boost, which limits their visibility and influence on the market. This disparity highlights the importance of investing in solid and consistent brand strategies to achieve significant recognition and reputation. Developing well-structured content in line with the brand’s strategy, ensuring the creation of high-quality bilingual material in line with the firm’s goals. The team at Leal is dedicated to content strategy and translation.

Legal marketing covers a variety of different factors. Press strategy, sponsorship, and advertising are included at the highest level. Seminars, legal updates, and information sharing are examples of intermediate-level factors. At the most basic level, is how lawyers interact with stakeholders and how they effectively convey the main law firm positioning messages; in other words, how they “sell” the firm. The most effective approach is one in which all of these efforts complement and demonstrate the same positioning.

Build a successful brand

To do

1. Establish a clear perspective of what the firm is—and what it could become.
2. Develop smart strategies based on systematic listening to clients and employees, using market intelligence and taking an honest perspective of genuine strengths.
3. Commit to the investment required—for the long term needed to strengthen the brand and achieve the established goals.
4. Provide the necessary support to employees so they can adjust their behaviors and make the firm proposal authentic and consistent with their vision and values.

Not to do

1. Include information about attorney fees and payment options in informational materials.
2. Distribute offers, business cards, and materials in general in a discriminatory manner in public places, save in cases of legal interest;
3. Avoid the use of persuasive self-promotion or comparison phrases or expressions that may be interpreted as unethical or misleading.
4. Avoid use of ostensive ads.