Law Firm Branding


The first stage of creating an identity for your law firm is the creation of a professional logo and branding design. Several studies confirm the importance of branding. In the US and Canada, client surveys conducted by Altman Weil for corporate law firms have shown that the firm’s brand and reputation are the second most important reason clients select law firms, only exceeded by the reputation of the individual attorney.

Why is law firm branding so important to your practice?

Think McDonalds. Your immediate response is Golden Arches, crispy french fries, yummy burgers… you can actually smell McDonalds just by thinking about it. Nobody will forget McDonalds. They are branded.

While you probably don’t want to be associated with crispy fries (or maybe you do!), creating a brand that is memorable and that resonates with your client is essential to the success of your business. Your brand should be a combination of words and visuals that will connect with your potential clients and elicit a response.

Not to be ignored is the Brand Positioning Statement,which gives description to the way you want your brand to be identified. The statement tells your prospective client what you are selling, to whom you are selling and what makes you better than the competition.

How do I establish a brand for my legal business?

Develop a positioning statement. What is it that you want clients to come away with? How do you want your clients to perceive you? Ask yourself:

  • What is unique about you or your practice? Is it your geographic location, your resume’ or your client base?
  • What area of law is your specialty?
  • What are the characteristics of your firm?
  • Is your “brand or logo” your firm name, phrase or design, colors or symbols?
  • Is your “brand or logo” distinctive, memorable, positive, easy to recall?

It is important to have a well thought out, executable planthat is focused on building your brand over the long-term. It takes time, patience and money to establish it. Attorney Website Designers will help develop the best and most effective logo/brand to make your law firm a success!