Traditionally we tend to think about marketing as simply advertising, but building your legal practice’s brand and marketing efforts is much more than just advertising.
A brand is the perception of a customer or client of your practice, so that includes your name and logo but also much more – it’s your reputation.A successful brand has to be consistent in communication and experience, across many applications:
- Environment (your rooms)
- Print collateral, signage and packaging
- Website & digital marketing
- Content publishing
- Customer service and experience
- Internal communication and culture
Building a brand will not happen overnight, and requires a strategy coupled with on-going effort to build and cement your brand within every aspect of your practice.
Here is an overview of the main steps to building your brand:
- Research your target audience and your competitors.
- Select your purpose, values and personality.
- Choose your brand name.
- Choose the look of your brand (colours, logo and font).
- Apply your branding across your practice.
- Market your brand – bring awareness through strategic communication with your target audience.
Marketing is a long-term game, and by no means a set and forget strategy, so ensure you’re regularly reviewing all aspects of your brand and marketing implementation to stay on track as your practice grows.
