Start with Nike. In Nike v. Lotas, No. 19‑cv‑5643, 2020 WL 6271044 (S.D.N.Y. Oct. 26, 2020), the Swoosh didn’t sue over a missing logo; it sued over a silhouette. Lotas’s sneaker shadowed the Air Force 1’s proportions so closely that test subjects recognized the shoe even when all color and text were stripped away. The court found those curves non‑functional and source‑identifying and then issued a preliminary injunction. What marketers can steal from that win is simple: a shape, repeated for decades, becomes shorthand for an entire narrative—urban cool in Nike’s case—and the law will step in to defend it. 

Adidas learned a harder lesson. The sportswear giant hauled Thom Browne into court, claiming that Browne’s four parallel bars stepped too close to Adidas’s three. The jury disagreed. In Adidas Am., Inc. v. Thom Browne, Inc., No. 1:21‑cv‑561, 2024 WL 291234 (S.D.N.Y. Jan. 12, 2024), experts showed Browne’s $2,000 blazers target fashion editors, not weekend runners. Shoppers never confused the two. The result? Zero liability. For brand managers, the takeaway is to gauge the marketplace before firing litigation salvos; overreach can paint a bully badge on your own logo and hand your opponent a PR victory at your expense. 

Then there’s Harley. In Harley‑Davidson Motor Co. v. SunFrog, LLC, 311 F. Supp. 3D 1000 (E.D. Wis. . 2018), a print‑on‑demand website lets users plaster Harley’s bar‑and‑shield on shirts and coffee mugs. SunFrog claimed safe harbor under the DMCA. The court wasn’t persuaded. It saw willful infringement, hammered the company with a $19 million judgment, and ordered stringent IP filters. Digital intermediaries everywhere tightened their upload gates the next week. The takeaway: platforms cannot shrug off brand theft as “user error”; the bill will land on their doorstep. 

Roll those outcomes together, and three rules emerge. One: distinctive trade dress—be it a curve, a grille, or a stitch—deserves investment and defense. Two: similarity doesn’t equal infringement without actual confusion; know your audience segments before suing. Three: unauthorized use in the digital bazaar is enforceable, and courts expect platform owners to police repeat offenders. 

In a crowded feed, branding is the flag that lets loyalists spot you from a mile off. Guard it with nuance—firm when legacy is hijacked, measured when market lanes hardly overlap—and your logo, your stripes, or your rumbling V‑twin will keep doing what brands do best: shorten a buyer’s decision to a single, confident heartbeat. 

Business LinkedIn 

From Logo to Heartbeat: Branding Through Authentic Legal Storytelling 

Branding begins long before a prospect sees your logo. It starts the moment your story sparks emotion: relief that someone understands their problem, curiosity about your approach, respect for your values. In a sea of generic promises, that emotional ripple is what pulls the cursor toward your contact button. 

Law firms often chase clicks with identical listicles, forgetting that clients hire people, not paragraph counts. Tell the origin of your niche—maybe the landlord who ignored your grandmother’s pleadings or the startup agreement you rewrote at 2 a.m. Real anecdotes hand readers a reason to remember you when their legal storm hits. 

Voice is your fingerprint. Swap boilerplate for words you actually use in conversation; let regional details, favorite case cites, and even a dash of humor prove a human wrote the brief. Search engines now score that authenticity, rewarding pages that show experience instead of recycled clichés. 

Consistency seals the connection. Post a Monday LinkedIn note, a Wednesday podcast snippet, a Friday FAQ—always in that same unmistakable tone. Each small drop widens the circle of people who trust your perspective. When a crisis arrives, they won’t search “lawyer near me”; they’ll search your name. That is branding at its quiet best. 

If your solo or small law firm is losing ground online, call KPC Marketing at (866) 457-2627 to see how a refined marketing strategy can establish authority without undermining professionalism. 

1. Build Credibility. The best way to build credibility is to specialize in one or two practice areas. If you’re new to the legal game and don’t know which practice area to choose, that’s okay. Don’t rush the process. Crystalize your knowledge and skill set by first becoming a generalist and then honing your skill set by volunteering and taking specialized CLE or ABA courses and seminars. Focus on increasing your knowledge to build Credibility. And if you already know what specialty area you’d like to focus on, narrow it down even more. For instance, if you choose family law, drill down into it. Consider a career in family law that helps protect the rights of celebrities who are in their second or third marriages. The point is to establish Credibility by immersing yourself, becoming more knowledgeable, and building Credibility beyond what you learned in law school.
   
   
2. Establish your brand and create a unique positioning statement. It’s never too early to build a solid brand. Obtain a professional domain, logo, and website. Choose brand colors that resonate with your targeted audience. Use those same brand colors consistently across all elements, from your logo to business cards, LinkedIn profile pages, social media posts, and videos. Grow your social media profile daily. Connect with like-minded individuals who can connect you to clients who need your services. Speak in an authentic and unique voice to build a solid reputation and attract top-notch clients.  
   
   
3. Network. Network and network some more. Word-of-mouth marketing is still one of the best ways to attract clients. When you’re exceptional at what you do, clients and other attorneys will market for you. They’ll showcase your talents for you. To take advantage of networking, attend CLEs that focus on networking. Join and actively participate in bar association functions. Host meet-and-greets and seminars to attract potential clients. Meet like-minded lawyers via social media platforms and legal Facebook groups. 
     
4. Learn about emerging legal technologies and use them responsibly. Lawyers who are most successful at running their practices utilize technology as it was intended. If they use AI, any output is thoroughly checked and double-checked to ensure it is accurate and compliant with relevant statutes and case law. They also apply advertising rules when using software programs to create ads. In essence, they are ethically responsible, understand the rules, and use technology to enhance their practices while staying compliant, which protects their reputations and licenses. Finally, they read legal tech information blogs and take online courses or seminars through the ABA or other associations.
   
   
5. Market to your target audience. Not only do they understand their target market, but they also market to them. Successful solo practitioners recognize that effective legal marketing is crucial for achieving strategic growth. They understand that great marketing builds trust and helps you strategically position your firm. By understanding what your clients need and providing them with those services, you inevitably set yourself up for success.

Effective marketing is about being visible to prospective clients and positioning yourself as knowledgeable and trustworthy counsel. It’s about creating a strong offline and online presence with an aesthetically pleasing website, engaging social media posts, and a powerful marketing message. Always follow state and ABA advertising guidelines. With careful planning, going solo can be a natural next step rather than a giant leap of faith.  

KPC Marketing is here to support you every step of the way. DM us today, “KPC Help,” for a free case review so you, too, can elevate your marketing game with our JD-powered marketing strategists. 

Under Illinois Rule of Professional Conduct 7.1, the framework is set to guide and support professionals in their duties, ensuring that attorneys remain ethical and clients are protected and not improperly influenced.