There is a marketing buzzword that is essential to creating a coherent, cohesive, and compelling strategic marketing approach – regardless of whether it is analog or digital marketing. That buzzword is “branding.” While it might sound akin to the kinds of business terms that may exude corporate pretentiousness like “silos,” “onboarding,” and “synergies,” it is actually a concept that is fundamental to proper strategic marketing.
This blog will take a close look at the concept of “branding,” particularly with regard to law firms. In fact, branding can be particularly difficult for law firms given that the service of legal representation is case specific and highly complex, and it can be hard to pin down to a specific word or feeling. But, as they say, it would not be worthwhile if it wasn’t hard to do.
Before we get into the nitty gritty of branding in the digital law firm marketing realm, know that you can avoid a lot of hassle and learning curve by hiring a digital branding agency in West Palm Beach, FL. Oamii is the leading digital branding agency in West Palm Beach, and we are ready to help you fashion a top-notch digital marketing strategy that can send your law firm to the next level.
Let one of our marketing specialists speak with you about what we can do for your book of business. Just fill out our online contact form, or call us at 561-228-4111 today.
What is Branding?
The definition of “branding” according to entrepreneur.com is:
The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
While that is, without question, a solid definition of the term, so much more goes into the concept of branding – particularly when talking about a service rather than a product. Entreprener.com goes on to clarify that a “brand is your promise to your customer. . . . Your brand is derived from who you are, who you want to be and who people perceive you to be.” That is a great way to put it.
Your brand is that thing, that X factor, that you bring to the table that no other law firm can bring. It conveys a tone, or feel, for your firm. Do you pride yourself on being the stodgy, old-but-experienced law firm that is reliable for big corporations when millions of dollars are on the line? Or are you the innovative maverick that is willing to look at legal problems in an entirely different way? Do you convey top service at a top price, or do you try to be the low-cost, high-value option? Are you a big firm at a boutique price, or a boutique firm with big firm resources?
The more you look at your options, the more you realize that there are countless ways in which to find specific details about your firm that start to define what your brand is. Defining your brand as a law firm can be difficult, and even uncomfortable, but it is vital because it informs everything else in your firm’s marketing strategy.
Here are some questions you can ask yourself in order to find that brand for your firm:
- What is the law firm’s mission?
- What are the benefits and specifics of the legal services you, or your firm, provide?
- What do clients already think of your firm?
- What specific qualities do you want clients and potential clients to associate with your firm?
Once you can get your head around some answers to those big questions, then you are well on your way to having the firm’s brand dictate your next marketing push.
How to Develop Your Brand Based on Client Experience
After the four questions above, there are other tools that you can use to refine your law firm’s brand. It is often the case that members of your firm think they know what your law firm brand is already. They are, most likely, mistaken.
Remember that your brand is not a logo, it is not a slogan, it does not materialize from your favorite hobby or food, and it is not what your firm “stands for.” Rather, your brand is actually defined by the client experience at your firm. In other words, it is what your clients say about your firm.
We all know that word-of-mouth referrals are still one of the best ways to bring new business into your firm. Strangely, very few firms take the time to find out the words that those mouths are actually saying. What experience or interaction made the client comfortable recommending your firm? What detailed reasons led to the referral?
It may seem hard to find out what clients are saying, but it is not really that challenging. Just ask them.
Statistics indicate (based on @lawsomepodcast) that over 60% of lawyers polled are, in fact, not asking clients for any feedback. In fact, many lawyers believe that clients would not know good lawyering when they see it.
Gathering client feedback is not a waste of time, it is incredibly valuable. But be sure not to surprise your clients with long questionnaires or surveys. Make sure to let your clients know that you will be asking for feedback at the end of the representation. That way, clients won’t be surprised with a survey. Indeed, they will plan their feedback during the representation, knowing that there is an avenue to provide feedback in an appropriate venue at the end.
Although you may feel that clients will not be able to discern good lawyering from bad, there is much to be said for the validity of a client’s experience with a firm. Was there one-on-one interaction and counsel, or was there a “leave a message with my secretary” type of feel? Was there time to consider options and let the client participate in those decisions, or did the client feel that things were moving too fast to understand? Those are the client experience factors you want to keep in mind.
Oamii is the Digital Branding Agency in West Palm Beach that Can Help Define Your Brand
As experts in branding and all forms of online legal marketing, Oamii is the digital branding agency in West Palm Beach for you. Again, fill out our online contact form, or call us at 561-228-4111 today. Oamii will leverage all of the things that make your firm unique, and fold that into a brand that will bring the clients to you. Call today.