If you are running a law firm, then you probably want to dominate the competition. You can do that by attracting more clients. However, in order to get them to hire your firm, you need to appear competent, skilled, and reputable.
Branding can help with that. It can convey what your law firm brings to the table. Many law firms do not focus on branding enough, though. If they know about it, they don't dedicate enough time and resources to it or make it a priority.
Law firm branding can help you attract more clients, and if you don't focus on it, you'll likely fall behind the competition. In this article, we'll talk about some ways you can promote your law firm through your branding efforts.
What Does Branding Mean?
Before we get into some specific ways your law firm can brand itself to get you more clients, we should explain what this term means for those who don't yet know about it. Branding means making your company stand out by conveying through your messaging what products you sell or services you offer.
Branding usually comes down to what you say about your company, but also what you show about it visually. The best branding efforts usually involve strong visual elements, verbal ones, or both.
Now, let's talk about some specific branding-related things you can do to promote your law firm and start to dominate your niche.
Create Social Media Accounts for Your Firm
First, you will probably want to create social media accounts for your firm if you have not done so yet. Many companies understand that to engage with the most would-be customers or clients, they need to use social media. Literally billions of people around the world use it, so it's not a medium form that you can overlook or ignore.
You will first need to do some market research. You can figure out which social media platforms your likely clients use. You need to focus on those and stay away from ones where you will probably not find any new clients.
Once you've created social media accounts, you can hire someone to craft your messaging. You need to post on all of your social media platforms regularly. If you say the right things, it helps your branding. You're trying to establish a personal connection with your would-be clients, and social media represents a great way to do that.
Create a Blog on Your Website
You can create a blog on your law firm's website. Your site should already feature everything a modern website should have, including a landing page with strong visual elements, social media buttons, an FAQ section, an "About Us" section, etc. Some law firms don't have a blog yet, though, and if you don't, you're missing out.
By creating a blog for your law firm and posting there regularly, you can convey that you're an expert in your niche. You should post a long-form blog every week.
If you can write it yourself, do that, but if you can't, hire someone else to handle this task. You should write about topical issues having to do with the kind of law that you practice.
If you're not sure what to write about, you can always poll your social media followers to see if they have any questions that they want you to address. Topical issues having to do with the law often make suitable blog topics as well.
Create a Logo That People Remember
You can also create a logo for your law firm if you have not done so yet. Your logo can go a long way toward helping your branding efforts.
You should workshop your logo before you take it live by putting on your letterheads and on your website's landing page. You might conduct a focus group and show some different versions of it to individuals who could become your clients. See which version they like best.
Remember that your logo says a lot about you, so consider the color scheme and general appearance. The best logos stay in the mind after someone sees them, like the McDonald's golden arches or the Pepsi logo.
Appear on Podcasts
You can also help your law firm's branding by appearing on podcasts. If you know about any law-related podcasts, becoming a regular on one of them can help you in this area.
By appearing on podcasts, you can showcase your personality. You can engage in lively debate on legal topics.
You will also show your expertise this way. If you can become a local or even a national celebrity through your podcast appearances, you can just imagine how many more clients you can potentially attract.
If you're nervous about making these appearances, you can practice what you'll say with family members beforehand. The more of these appearances you make, the more comfortable you should become.
Write Guest Blogs
It also helps with your law firm's branding if you can write some guest blogs on other websites that have a legal theme. Much like appearing on podcasts, guest blogs on popular sites can help with your branding.
Again, you're establishing that you're an authority in the particular area of the law that you practice. If you can write guest blogs that show you have a strong opinion on legal matters, it means you're not afraid to convey what you feel about aspects of the law about which you feel passionate.
You should include a link at the bottom of the guest blog that takes readers to your website, where they can potentially contact you if they want to hire you. Just tread lightly and don't say anything controversial. An opinion on a guest blog might get your law firm attention for all the wrong reasons.
If you can do all of these things, it should help with your branding quite a bit. You can promote your law firm in these ways and attract many clients.