Strategic Branding for Law Firm: More Than a Fancy Logo
by Kristi Patrice Carter, JD
Many lawyers spend an exorbitant amount of time choosing a logo. Don’t get me wrong, logos are important, but clients rarely hire an attorney simply because of their fancy logo. Yes, they can cause a client to stop and take notice. It can even evoke a sense of connection within a prospective client. But if that feeling isn’t backed up by solid positioning, you’ll lose the client’s attention quickly.
Competition within the legal sphere is fierce. Instead of trying to compete, position yourself to win. Instead of worrying about the other drivers, notice where they are but focus on mastering your lane. Understand your value proposition. For instance, if you rescue tech start-ups from their first lawsuit or shield family wealth from probate, focus on the uniqueness of that positioning—market those attributes on everything, from business cards to social media posts to PPC ads.
Next, give the claim a voice that sets you apart. A corporate defense firm might speak in measured, analytic sentences, whereas a high-stakes criminal defense team can lean on shorter, more urgent lines. Know your audience and what best attracts them to you. Pick the rhythm that flows with your unique service offering. Own it and use it. Everyone within your firm should use the same rhythm, from business cards to emails to everything in between. Consistent sound breeds familiarity, and familiarity breeds trust.
Branding isn’t about purely sounding good. Visuals matter, too. When branding, use a consistent color palette, headshot style, and call-to-action button across all social media and website pages. You can even brand your brand to match your firm’s brand strategy. For example, match your LinkedIn header and background hues to your website’s hex codes. Specify brand fonts and minimum logo clear space in a one-page style sheet that every employee can reference.
Prospects who come across your search engine query, Google Business Profile, blog, or social media post, website, or online brochure should feel as though they’ve walked through the same office door that they saw on your Google My Business or brochure.
Be consistent with your content strategy. Schedule content the way courts schedule hearings—without surprises. Produce stellar and legally sound content that builds trust and authority. Cite statutes sparingly and include plain-English summaries to sidestep legalese. Weekly content demonstrates that you’re alive, attentive, and ready to solve legal issues. When words, tone, and timing march in step, and ABA Model Rule 7.1 marketing limits are respected, the brand sells long before a consultation fee is ever mentioned.
Need help strategizing your law firm’s voice? Our JD-powered marketing team crafts voices that adhere to ethical guidelines. Check out our free Law Firm Marketing Guide at https://www.kpcmarketing.com/seo-for-lawyers-guide/.
