Law firms rely on great branding to stand apart from the competition.
As with any company in nearly every industry, branding is often what makes a first impression on potential clients. It is the foundation of client-firm relationships; great branding sets a tone of trust and familiarity by clearly expressing what your company stands for and values.
Law firms are more focused on branding than ever, as a concrete way to separate themselves from competition, build trust with potential customers and gain recognition.
According to Crowdspring, 69% of firms plan to change their brand identity within the next three years, and 61% of firms said the catalyst of change was because their brand was old and tired.
Whether or not you invest in your law firm’s branding, you have a brand. A brand is the sum total of what the public experiences when they encounter your company, including everything from the words and images you publicize, to the reviews and word-of-mouth anecdotes your clients share. Your brand impacts the way potential customers interpret, interact with, and ultimately value your firm.
Branding is not optional; it happens with or without you. When you do it intentionally and well, you get to reap the benefits.
So, what does it take to brand a law firm?
At JonesHaus, we’ve worked with many law firms to create clean, modern and chic brand identities and websites.
There are five attributes we seek to cultivate when branding for solo, small and medium-sized law firms:
Simplicity in a law firm’s brand communicates a sense of organization, professionalism and confidence.
Appropriateness, too, ensures that your brand fits into the context of the industry.
Your company should certainly be memorable. Today’s legal marketplace includes increasing competition, not only between firms but also with the rise of commoditized legal services. Great branding is a key factor in standing out.
Timelessness is essential, to some degree, for all brands; but for a law firm, it’s particularly important. You want your law firm’s brand to convey that your company is here to stay, that your clients can trust you’ll be there to support them for years to come. You want to convey longevity and stability — and your brand can play a huge part in conveying that message.
Versatility in your branding acts as a counterweight to timelessness, opening up possibilities for evolution, creativity and diversity of application — things that will allow your brand to stay modern and relevant.
What do these elements look like in action?
Let’s see how three JonesHaus clients exhibit great branding by embodying the five attributes.
For each of these law firms, JonesHaus developed a brand identity and created a website.
Watson Bonander conveys a sense of authority and professionalism through branding that feels classic and elegant.
The James Law Firm’s brand is clean and modern, and their website communicates their offerings clearly to potential clients.
Kanner Baker is modern and chic, their branding versatile enough to evolve as they grow, yet clear enough to feel established and steady.
A website is a must for law firms.
No matter how small your firm, a website is essential to getting new clients. Having a place for leads to land and get to know your company will save you time in marketing and sifting through leads, and help your customers get to know and trust you.
And you don’t need a massive budget to create a web presence for your law firm.
Squarespace websites and can be a good solution for a small law firm. The platform is designed to be an “all-in-one” solution, delivering a user-friendly experience and a wide range of features:
A variety of modern, professional, mobile-friendly templates
Drag-and-drop editor that requires no coding
Blogging, podcasting and photo galleries
SEO best practices built into every template
Integration capability with social media accounts, Mailchimp, G Suite and many other third parties
Robust website analytics with ability to connect to Google Analytics for more in-depth metrics
Annual hosting fee included, so there’s no need for a separate web hosting service
Working with a qualified design team to establish a brand identity and build your firm’s website is the best way to convey the right message to your audience.
Schedule a strategy call with us to talk about rebranding or creating a website for your law firm.