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Branding for law firms

Appeal to your target audience and build brand recognition for your law firm. 

What is legal branding for law firms?

Many law firms feel that legal services can survive and prosper without branding. MLT often come across law firms who still solely rely on referrals to grow their business which is becoming more and more risky.

The reality is that any business that deals with people holds the opportunity to create appeal and become desirable to an audience looking for specific legal or professional services. That being the case, law firm branding is capable of creating compelling and lasting emotional connections with clients by humanising the business.

A strong brand can lead to increased client loyalty, better client retention, and ultimately, more business. A well-executed branding strategy can also improve your firm’s reputation, which can lead to more referrals and better quality leads.

By investing in branding, law firms can build a recognisable identity that establishes your firm as a thought leader in your practice area.

Ultimately, a well-executed branding and marketing strategy can help your law firm achieve its business objectives and position itself for long-term success.


Enhance your law firm's brand identity

Consumer buying behaviour is changing rapidly and, with the accelerated evolution of technology, it’s important to recognise that the legal industry is evolving too. Invest in your law firm’s brand and stay competitive in the marketplace.


Why is branding for law firms important?

Clarifying your law firm’s brand will ensure consistency and effectiveness of all marketing materials and digital marketing touchpoints. From website design to client communications, effective branding can drive loyalty and business growth.


Shaping your brand

Going through the brand process and using staff at all levels brings so much additional insight and reward for stakeholders.

It can help with understanding internal culture and build a shared sense of ownership.

When employees feel invested in the brand’s success, they are more likely to take pride in their work, uphold high standards of professionalism, and deliver on the brand’s promises to clients.


Building a brand identity

We create a cohesive brand strategy that resonates with your clients and distinguishes your firm in a competitive market.

Our branding efforts amplify your firm’s credibility and cultivate trust with your clients.

By creating a compelling law firm brand, we help you not only attract new clients but also foster loyalty among your existing clientele, bolstering your firm’s long-term success.


Data-driven brand strategy

Using data and analytics, we gain insights into your firm’s brand positioning and how it resonates with your target audience.

This allows us to refine your strategy to align with clients expectations and market dynamics.

Our data-driven approach to branding allows us to create impactful brand strategies that resonate with your audience, drive client engagement, and ultimately enhance your firm’s success.


Read what our clients have to say about our service


What's included in our branding services for law firms?

Define your brand essence

Build a unique narrative and uncover your voice in the market

The first step is to define your law firm’s purpose and values.

What is your firm’s mission? What values do you want to embody? How do you want to be perceived? How do you want to help clients?

This step will help you establish the foundation for your brand strategy.

You must then identify your ‘Ideal Customer Profile’ (ICP). This comes from external analysis and thorough internal sessions based on the experiences of different stakeholders. 

The research will help you identify what sets your firm apart from others and how you can position your brand in a unique and compelling way.

Brand positioning

Stand apart and position your law firm as the clear choice for your target audience

Brand positioning is about identifying the unique value proposition of your law firm and how you want to be perceived in the minds of your prospective clients.

This step of brand strategy development involves developing a brand promise, message, attributes, and establishing you as the brand of choice for your ICP.

Your brand message is about crafting the language and tone of voice that will be used to communicate your brand’s core values and positioning. This includes your tagline, messaging pillars, and key messages.

Your law firm’s brand identity is at the heart of your brand. This includes your logo, colour schemes, typography, straplines and imagery. 

Create your brand guidelines

Achieve brand harmony with consistent visuals, tone, and messaging for every touchpoint

After devising your brand positioning, the next step is to create your brand guidelines.

These guidelines are a set of rules that ensure consistency across all brand touch points, from your law firm’s website to your business cards. This includes your visual identity, tone of voice, and messaging guidelines.

Brand guidelines can then be followed by your external agencies or internal marketing departments, offering your clients and target audience consistency and solid user-experience across all marketing materials and touch points. 

Devise brand activation plan

Set your brand into motion and start attracting the ideal client to your law firm

Your brand activation plan includes your tactics and strategies for communicating your brand to your target audience.

It sets out how you are going to use the brand, its values and assets to deliver compelling and effective marketing materials and campaigns. This includes any additional internal training and development required.

Interested in learning more? Check out our free resources.


Law firm branding FAQs

Branding helps to distinguish your law firm from competitors, communicates your unique value proposition, and creates a memorable brand identity that resonates and builds trust with your law firm clients.

Key elements include a unique logo, consistent colour scheme, a memorable tag line and a cohesive message that reflects your firm’s values, expertise, and unique selling proposition. Your brand should be consistently represented across all marketing materials and channels, both online and offline.

We believe in transparency and accountability, which is why we use key performance indicators (KPIs) to measure the success of our marketing strategies.

We’ll provide monthly reports on metrics – such as website traffic, lead conversion rates, and client retention rates – so you can track your progress and make data-driven decisions to optimise your digital marketing efforts.

Effective branding can significantly enhance your online presence. It can improve your website’s user experience, making it more engaging and memorable and potentially converting them into your client. It also helps with SEO and your organic rankings as consistent branding can lead to increased time spent on your site, lower bounce rates, and higher click-through rates.

Differentiation: A strong brand helps law firms stand out in a crowded marketplace. It creates a clear point of difference from other law firms through your law firm’s unique value proposition, brand promise, brand voice and distinct brand identity that resonates with their target audience.

Credibility: A consistent and well defined law firm brand can enhance a law firm’s credibility, reputation, and increase clients’ trust in the firm’s expertise and capabilities. This builds equity and referral opportunities.

Consistency: A consistent brand strategy ensures that all messaging, visuals, and other visual elements, are aligned, which continually reinforces the firm’s image and makes it easily recognisable in a busy marketing landscape.

Market share: A strong brand strategy can help law firms gain market share, as potential clients are more likely to choose a firm they recognise, trust and is clear about what it is.

Employee morale: A strong brand strategy can boost employee morale by providing a clear sense of purpose, direction, and pride in the law firm’s reputation.

Talent attraction: A successful law firm brand can help attract top talent by positioning the law firm as a desirable place to work, and by communicating the firm’s unique culture and brand values.

Growth: Committing to a strong brand will help law firms achieve growth by increasing awareness, attracting potential clients, and retaining existing clients, which can ultimately lead to increased revenue and profitability.


Read what our clients have to say about our service


Read some of our case studies

Achieving a strong online presence for a new personal injury brand.


Ready to build a strong online presence for your firm?

Branding your law firm can be built into your overall digital marketing strategy and made easy with our help. Get your no-obligation legal branding consultation today.