Looking for a New Year’s resolution for your law firm? Consider investing more in your branding to help your firm stand apart from the competition.
Here’s a quick overview of a few simple measures you can implement to more clearly define your brand and set it apart from other firms in your region and practice area.
- Know what gives your firm unique value: What is it about your firm that is different from your competitors? By knowing what sets you apart, it will become easier for you to create a strong brand. Think about the things you can offer clients that other firms can’t. For example, maybe you’re a small firm capable of delivering personal, attentive service to your clients. Perhaps you’ve got a history of winning big cases in a certain practice area that’s given your firm a reputation others simply cannot match. Whatever your strengths and unique value propositions are, make sure to emphasize them in your messaging.
- Have a clear mission statement: Beyond just knowing what characteristics of your firm set you apart, you also need to have a mission or purpose that separates you from other firms. Why are you doing what you’re doing? How specifically do you help your clients? People are much more likely to connect to firms that have a driving sense of purpose—it humanizes them, and makes them easier to relate to.
- Center the client: In all of your messaging, make the client the central character. You should understand who is most likely to use your services—paint a picture of your ideal client, and then tailor all of your messaging specifically to them. This will help you make stronger emotional connections and prevent you from being a faceless brand that feels unapproachable or intimidating. It also will make for much more effective marketing and lead conversion.
- Reward your clients: Centering your client goes beyond the messaging you use, and should also include how you conduct your business. Reward people who have stuck with you, and be extremely welcoming to new clients. They should never feel like a number, but instead should feel that you truly appreciate the opportunity to work with them and help them. Holiday gifts, thank you notes and other such offerings will go a long way toward improving the client experience.
- Deliver outstanding service: Go above and beyond expectations with regard to how you serve your clients. Stay on top of your communication, be friendly and accommodating, and operate as a business your clients will want to work with and recommend to others.