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Law Firm Branding: How to Get to Top-of-Mind with Brand Marketing

Discover the key elements of successful law firm branding and learn actionable techniques to build a memorable and impactful brand.

11 min


Oct 19, 2023
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Prospective law firm clients are faced with countless options when it comes to legal representation. With so much competition, many firms face a common challenge: going from being a no-name entity to becoming a top-of-mind brand. It's a journey that requires careful brand strategy and innovation. We had a special guest on our podcast to explore this topic—Luis Scott. 

But wait, why does law firm branding matter? It's simple—clients are more likely to choose a law firm they recognize and trust. Luis Scott shared invaluable insights into transforming your firm into a memorable and influential powerhouse throughout this engaging discussion.

For more on building a powerful law firm brand, be sure to listen to podcast "Business Growth for Law Firms Through Branding" with Merry Neitlich, Founding Partner at EM Consulting. Additionally, gain insider tips on creating a standout brand from Jonathan Merel, Managing Principal at The Law Offices of Jonathan Merel, in his must-hear episode.

How to Get to Top-of-Mind with Brand Marketing with Luis Scott, Founder of 8 Figure Firm Consulting
Luis Scott

Luis Scott

Managing Partner at Bader Scott Injury Lawyers

Luis Scott is the Managing Partner of Bader Scott Injury Lawyers, a personal injury law firm. With a focus on strategic planning and guiding all aspects of the firm, Luis excels in his mission of standing up for clients, standing by their work, and standing with each other. He has over 20 years of legal experience and has helped thousands of families in need of legal representation.

He previously managed another civil litigation firm. Luis has expertise in workers' compensation and auto accident claims, having also suffered firsthand injuries. He strives to stand up for clients by getting them the compensation they deserve in the face of failed systems. Luis believes in the power of a dedicated team to achieve justice and is positively impacting communities through his firm.

What Is Law Firm Branding?

Law Firm branding refers to the process of creating a unique and distinctive identity that sets your law firm apart from other law firms. It's about crafting a memorable image that communicates who you are, what you stand for, and what makes you different from other firms. Branding for attorneys combines visual and messaging elements to create an overall impression and feeling that helps potential clients connect with your law firm.

"I haven't seen an ad by Peter Francis Geraci in probably 25, 28 years. [But] his name, his face are permanently ingrained in here."
"That's the power of branding."
— Sasha Berson and Luis Scott

In addition, branding a law firm often involves crafting a personal brand that represents the individual lawyers within the firm. Personal branding is an aspect of branding for law firms because it can help individual lawyers differentiate themselves in a crowded industry. Authenticity is necessary for developing a strong personal brand because prospective clients want reliable and trustworthy lawyers.

what is law firm branding

Law Firm's Brand vs. Lawyer's Brand

Law firm branding focuses primarily on creating a cohesive and distinctive identity for the law firm as a whole. This includes elements such as the firm's name, logo, color scheme, messaging, tone, and overall reputation. The goal is to create a recognizable, consistent brand that sets the firm apart from its competitors.

On the other hand, personal lawyer branding is focused on creating a unique identity for an individual lawyer within a law firm. This includes elements such as the law firm name, photo, personal bio, experience, and specialized skills or areas of expertise. The goal is to establish the lawyer as a thought leader in their area of practice.

law firm branding vs personal branding

One way to differentiate between a law firm's and a lawyer's brand is to look at some branding examples. For instance, a well-known law firm called LMN Law Firm has a legal brand built around its reputation as a leading global law firm with expertise in family law.

LMN Law Firm
Source: LMN Law Firm

Its brand highlights its strong track record, sophisticated approach, and ability to deliver results for clients. On the other hand, a lawyer named David Law presents a compelling branding example with his personal brand based on his reputation as a highly skilled litigator with a history of taking on high-profile cases. His legal brand emphasizes his unique legal expertise, fearless approach, and exceptional track record in court.

David Law
Source: David Law

Key Elements of Successful Law Firm Branding

Your law firm's brand is far more than just a logo - it's the intricate web of perceptions, experiences, and beliefs clients have about what your firm stands for and who you'll fight for. But with limited resources and countless daily demands, how do you create an impactful brand identity? Luis Scott uncovers the key elements of a successful business brand in this section.

  1. Determine your target audience: Identify your ideal clients' characteristics to build a strong foundation for your legal branding, including messaging and tone, visual identity, and reputation management.
  2. Messaging and tone: This includes the language and voice used to communicate with clients and the public. The messaging and tone should be consistent with the firm's values and positioning in the market.
  3. Visual identity: Elements, such as the firm's logo, color palette, typography, and imagery, should be consistent and aligned with the messaging. They should appeal to the target audience, reflect the firm's personality, as well as create a professional and memorable impression.
  4. Reputation management: Strong branding for lawyers requires active management of the firm's reputation, which can include online reputation management, handling negative reviews, and cultivating positive word-of-mouth recommendations.
  5. Client experience: Successful attorney branding hinges on delivering an exceptional law firm client experience. It involves providing reliable and efficient legal services, consistently exceeding client expectations, and building strong relationships while demonstrating dedication, empathy, and integrity.
law firm branding elements

How to Create a Strong Law Firm Brand?

Now that you know what branding for lawyers is, we can move on to actionable ways to create a strong law firm brand. We're discussing 5 of the best law firm techniques in depth for you to understand the branding process clearly.

— Define Your Target Audience and Their Expectations

Understanding your target audience is the first step to creating strong attorney branding. Who are your ideal clients, and what are their expectations? Creating a client persona can be useful in this regard. A client persona is a fictional representation of your ideal client, including their demographics, needs, and pain points. This knowledge forms the foundation for effective attorney branding services.

law firm target audience

Some common client personas in the legal industry include:

  • Individuals or families seeking legal counsel for personal matters, such as divorce, estate planning, or personal injury
  • Small business owners in need of legal advice on contracts, employment law, or business formation
  • Large corporations in need of comprehensive legal services, such as mergers and acquisitions, intellectual property protection, or litigation

Once you have identified your target audience, you can tailor your messaging and legal branding efforts to meet their needs and expectations. For example, if your firm primarily serves individuals seeking legal counsel for personal matters, you might want to focus on empathetic and compassionate messaging that acknowledges the emotional toll of these types of cases.

— Craft Your Law Firm's Messaging and Tone

Messaging refers to the overall content and values that your firm communicates to the public, while tone refers to the emotional expressiveness of that message.

For example, if your firm's messaging is focused on accessibility and affordability, your tone might be conversational and approachable. Conversely, if your firm's messaging is focused on high-stakes litigation or complex legal matters, your tone might be more formal and authoritative.

Consistency in messaging and tone across all channels and touchpoints is crucial for creating a robust legal brand identity. This is where a law firm branding agency can be invaluable. Every element should echo your brand, from your website, social media profiles, and advertising campaigns to client communication. This can include creating a tagline or slogan that encapsulates your brand message and unique selling point, while developing a content strategy that reinforces your messaging and tone.

law firm messaging and tone example
Maintain a tone and message that aligns with your desired brand identity

— Allocate Your Law Firm Marketing Budget

The key to successful law firm branding is allocating your marketing budget wisely. A legal marketing expert, Luis Scott recommends the following budget allocation for law firms of different sizes. 

For law firms with annual revenue between $0 and $3 million, Scott suggests allocating 80% of the marketing budget towards direct response initiatives, with the remaining 20% dedicated to branding efforts. This approach emphasizes the need to generate immediate client leads and conversions while still investing in building brand awareness.

Scott advises a shift in budget allocation for firms with an annual revenue between $3 million and $8 million. In this case, he recommends allocating 60% of the marketing budget to branding initiatives and directing 40% toward direct response strategies. This adjustment reflects the growing importance of brand building as the firm expands and aims to establish a stronger market presence.

Scott advocates a significant emphasis on branding for larger firms with an annual revenue of $8 million and above. He suggests allocating 80% of the marketing budget to branding efforts and dedicating the remaining 20% to direct response tactics. This significant shift highlights the significance of establishing and reinforcing brand awareness, as the firm's reputation and recognition become paramount in attracting clients.

It's important to note that branding, in this context, refers to activities aimed at creating awareness rather than directly prompting clients to hire the firm. Examples of branding activities include organic social media posts that help cultivate recognition and engagement without an immediate call to action.

— Develop Your Law Firm's Visual Identity

A visual lawyer branding identity is the collection of visual elements that represent your law firm. These include creating a logo, choosing a color palette, using the right typography, incorporating the right images, and ensuring consistency across all visual materials. 

  • LogoLaw firm logos is the most important visual element of your law firm's brand. It should be simple, memorable, and relevant to your practice area.
  • Color palette: Choose a color palette that best reflects the personality of your legal brand. Consistency in color use creates a strong association between your brand and the chosen colors.
  • Typography: Use typography to match the personality of your brand. Make sure it's legible and consistent across all materials.
  • Imagery: Use images that reflect your attorney brand and practice area.
law firm branding example
Place the banners strategically in high-traffic areas that are relevant to your target audience

Furthermore, maintaining consistency across all materials, including your website, emails, and other marketing materials, is important to creating a cohesive visual identity that sticks in clients' minds. But after implementing all these and prioritizing them, what places and platforms can your law firm use the brand visuals

  • Law firm website
  • Business cards and stationery
  • Social media profiles
  • Email signatures and newsletters
  • Marketing materials such as brochures, flyers, and posters
  • Office signage and decor
  • Legal documents and proposals
  • Advertising campaigns
  • Press releases and media kits
  • Event materials such as banners, booths, and giveaways

— Manage Your Law Firm's Reputation

testimonials example
Don't shy away to ask clients to share reviews about your services on different platforms

With the prevalence of online reviews and social media, reputation management requires a proactive approach. Below are some ways to manage your reputation:

  • Delivering quality service to clients is the key to building a good reputation (therefore contributing to your brand promise).
  • Engage with past and new clients, listen to their feedback, and address their concerns.
  • Encourage satisfied clients to leave reviews on your law firm's website, social media, and other relevant platforms.
  • Monitor your reputation by setting up Google Alerts, tracking social media mentions, and monitoring reviews.
  • Respond to criticism professionally and promptly while addressing complaints. Apologize if necessary.

Business Growth for Law Firms Through Branding with Merry Neitlich, Founding Partner with EM Consulting

In this podcast episode, Sasha and Merry delve into the benefits of custom-made and precision-focused strategies for advancing your legal profession, addressing the common resistance to business growth initiatives in the legal sector and offering solutions to overcome them. They emphasize the critical role of potent branding in enhancing your law firm's recognition and discuss effective business development strategies to achieve market leadership.

"Branding is not just a cute line. It actually is the essence of who a law firm is, what they stand for, and how they practice and deliver."
— Merry Neitlich
Business Growth for Law Firms Through Branding with Merry Neitlich
Merry Neitlich

Merry Neitlich

Founding Partner of EM Consulting

Merry Neitlich is the Founding Partner of EM Consulting, a firm dedicated to helping law firms and businesses enhance their marketing strategies and business development efforts.

With over three decades of experience in the legal marketing industry, Merry is renowned for her innovative approaches and strategic insights. Her expertise and leadership have made EM Consulting a trusted partner for organizations aiming to achieve sustained growth and success.

Difference between Branding and Direct Response

As mentioned, Luis Scott clearly distinguishes between branding and direct response marketing for law firms. Branding activities like social media posts, TV, radio, or billboards aim to increase firm awareness through repeated exposure, even if individuals may not immediately recall where they saw the ad. However, no direct link can be traced between seeing the branding and a potential client contacting the firm.

Direct response tactics, on the other hand, have a direct call-to-action like a click-to-call button or online form. Luis notes examples like pay-per-click ads or paid social where you can directly attribute a new lead to that channel. While both are important, he argues that familiarity gained from branding increases the effectiveness of direct response marketing.

Scott supports this by giving examples of well-known brands like Chick-fil-A and Louis Vuitton. He explains how familiarity plays a significant role in consumer decision-making. Even if a lesser-known competitor has excellent reviews, clients are more likely to choose a well-known brand like Chick-fil-A due to its familiarity and previous experience. Similarly, Louis Vuitton doesn't need to convince people of the quality of their handbags because they have established a strong brand identity and status through consistent exposure and recognition.

"Does your law firm exude that status? Do they think about your law firm and say, wow, yeah, that's a good brand right there. I wanna be a part of that if I have a case. And if people don't say that, then they don't know you well enough. And that's what you wanna do with your marketing."
— Luis Scott

Insider Tips for Building a Standout Law Firm Brand with Jonathan Merel, Managing Principal at The Law Offices of Jonathan Merel

In the podcast episode, Sasha and Jonathan explore essential principles for entrepreneurial success in the legal industry are discussed. Key points include the value of treating employees well, mastering niche specialization, leveraging referrals, and embracing persistence and ongoing education. Additionally, the significance of branding, storytelling, and team cultivation is emphasized, providing listeners with a concise guide to setting their firm apart and achieving success in the competitive landscape of law.

"Building a brand requires creating an emotional connection with potential clients through storytelling."
— Jonathan Merel
Insider Tips for Building a Standout Law Firm Brand with Jonathan Merel
Jonathan Merel

Jonathan Merel

Managing Principal at The Law Offices of Jonathan Merel

Jonathan Merel is the Managing Principal at The Law Offices of Jonathan Merel, a leading family law firm. With a robust legal background and a commitment to client advocacy, Jonathan has built a reputation for excellence in handling complex divorce, custody, and family law cases, ensuring personalized and effective legal solutions for his clients.

From Good to Great: Building a Strong Law Firm Brand That Stands Out

Developing a strong and unique law firm brand identity is what many law firms aspire to go from good to great need. You have to take time to carefully craft your lawyer branding message, visuals, and marketing strategy to set your firm apart from competitors.

When you incorporate the methods discussed above, you need to leverage digital marketing channels effectively to reach and engage with your target audience. You can do it yourself or partner with professional services firms like Grow Law Firm to save time and effort.

As a specialized digital marketing agency for law firms, our team at Grow Law Firm excels in offering law firm branding services and helping attorneys reach their growth goals. From attorney SEO and optimizing your website to developing effective social media and content marketing strategies, we are here to help you take your law firm marketing to the next level and bring you an unmatched ROI.


Purchase Luis’ book “The King of Growth: How to Dominate Your Market, Increase Predictability, and Unleash the Power of Your Law Firm for Personal and Financial Freedom” on Amazon

Or get a free copy by emailing Luis@eightfigurefirm.com and mentioning that you heard him on the Grow Law Firm podcast.

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