STRATEGY FOR COMPETITORS

What Should a Law Firm Do To Stand Out From Its Competitors?

What Should a Law Firm Do To Stand Out From Its Competitors?

Introduction

In today's world, many law firms face the same challenge, and the same opportunity. Even though they are busy, their firms would be more profitable if they could connect with a higher quantity of high value clients. A well-positioned and consistently marketed brand can help your firm capture better clients and directly impact the profitability of your firm (Ronald & John, 2009).

An overview of branding

A brand is much more than a logo or advertisement. It is the overall image that your firm projects to your prospects, clients, competition and even your community. Every city or region has a few law firms that are very well known, along with many other practices with significantly less visibility. How do the well-known firms develop such a high level of visibility? One thing is certain… they did not achieve their stature overnight. A successful brand takes a consistently applied long-term approach.

Three factors that influence your brand

Several factors influence a firm's brand, and they are most easily categorized into three general areas:

Perception. How is your law firm positioned to prospects that have never heard of your firm? When someone is searching the Internet for legal assistance, your Web site might be the first impression a client has of your firm. First impressions are important, and your brand must reflect the focus of your practice and the culture of your firm in a way that quickly resonates with your target audience. Your brand must also be applied consistently in every marketing channel to achieve effective results.

Reality. What is the “experience” clients have when working with your firm? Your brand is partially defined by how you interact with your clients. From the first phone call through the resolution of a client's case, the culture of your firm has a significant impact on how your firm is perceived. Every firm is unique, and the culture of a firm typically represents the partners and associates. It is also the case that law firms of different specialties naturally develop a culture that reflects their area of practice. So the experience of working with a firm that specializes in family law will be very different than a firm focused on patent law.

Reputation. What do current and previous clients, other attorneys and even the community say about your firm? Many law firms rely on referrals for their new clients, so the strength of your reputation is key to the long-term success of your brand (Geoffrey & Hazard, 2009).

Businesses of every type factor these elements into account as they build their brands, and successful law firms consistently implement on all three to achieve the best results for their practice.

Three important qualities of a unique brand

When it comes to building a unique brand that stands out from the crowd, there are three key elements that need to be taken into ...