Brands are an interesting thing. While they represent a living, functioning entity they really just exist in a person’s mind. There is a really cool site called Brandtags that flashes up the logo of a company and you type in the first word or phrase that comes to mind. The answers are represented as a tag cloud with the most popular words or phrases people correlate with a brand showing up as the largest fonts. I spent some time on the site the other day and it really got me thinking about the ways in which law firms represent their brands.
We work with firms each day to build their brands through online marketing. It’s interesting to see how different firms position themselves and the types of branding activities they take part in. I think sometimes the brand and image a firm thinks it’s putting out on the market is at odds with what is actually being done. While we can’t control other people’s perceptions of our brand, we can create a good service and position it in a way that is distinctive.
With the level of competition in the legal world these days, it is more important than ever before to have a strong focus with your practice. Ask yourself, what do people associate with your firm? What do other attorneys think when they hear your name or see your logo? What type of legal niche are you considered a thought leader in? What does your marketing and advertising say about your firm? How do you differentiate your firm’s brand from all the others out there?
It’s good to step back and reflect on these questions every so often to make sure your firm is focused and putting out the right marketing messages.
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{ 4 comments… read them below or add one }
Jeff, Good piece but one question was left out; one we always ask clients
HOW DO YOU DESCRIBE YOUR FIRM TO OTHERS?
Internal perception is frequently just as jumbled as the external view of a firm or practice area.
Regards, allan colman, the Closers Group
Great point Allan. Thanks for the addition.
The link to brandtags is not correct
Thanks for the heads up. It’s been fixed.