Growing law firms in Australia and the USA since 2009.

Things to Consider following a Brand Workshop

We see a Brand Workshop for your law firm as being the starting point for everything else to follow. Here are the most common things that we do next!

Why a Brand Workshop for Your Law Firm?

Your law firm is a “brand,” that for most has organically become that way without any real apparent strategy of people within the firm now or historically.

Consequently, invariably law firms operate within the day to day of their operations, giving very little thought to what their firm conveys in the minds of potential legal service consumers and the wider market generally.

Marty Neumeier, author and speaker on all things brand, defines a brand by first laying out what a brand is not: “A brand is not a logo. A brand is not an identity. A brand is not a product.” Neumeier goes on to say that “a brand is a person’s gut feeling about a product, service, or organization.”

 

How Long Does a Brand Workshop Take?

The length of a Brand Workshop depends upon both the size and diversity of practice areas that your law firm has.

Typically, a Brand Workshop for your law firm will take between 3 hours and potentially 1.5 days.

What is the Starting Point?

In our broader work with law firms, the starting point is to understand the forces driving change in the legal industry and more specifically for the relevant legal practice, then consideration of how the firm is currently positioned and where it may need to be positioned moving forward. We use what is typically referred to as “brand archetypes” to assist in identifying core brand characteristics and further assess the relevance of those characteristics in the here and now.

More specifically, in the course of the Brand Strategy Workshop for Law Firms, we:

  • Consider your law firm’s business strategy;
  • Identify who your clients are across practice areas;
  • We map client personas for each practice area cohort;
  • We develop brand positioning to match those personas;
  • We develop the messaging for each cohort;
  • We reconsider any brand anchors, like tag lines etc that need further reflection in light of the above work;
  • We develop the content marketing strategy and its rhythm;
  • We design and develop every piece of marketing collateral to ensure synergy across the whole brand and to ensure consistency with the law firm’s brand positioning and key messaging;
  • We design and hold you to your Brand Style Guide, which is the Bible of how your firm is to be represented visually across every medium;
  • We consider other possibilities, not overtly apparent that may extend the brand’s value to existing or new clients, referral sources etc.

Things to Read, Watch & Listen

5 Things to Build a Law Firm Brand Strategy

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Why Law Firms Are Increasing Marketing Spend During COVID-19

When it comes to law firms, there are two ways we’re seeing them respond to COVID-19 from a marketing perspective. They’re either retracting or they’re expanding.  You don’t need me to reemphasise the well-worn adage that the best time to be marketing is when your competitors aren’t and there will be those that will simplyRead More »Why Law Firms Are Increasing Marketing Spend During COVID-19

Why Videos Should Be More Than Just Marketing Your Law Firm

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The Big Problem with Law Firm Acquistions

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When it comes to law firms, there are two ways we’re seeing them respond to COVID-19 from a marketing perspective. They’re either retracting or they’re expanding.  You don’t need me to reemphasise the well-worn adage that the best time to be marketing is when your competitors aren’t and there will be those that will simplyRead More »Why Law Firms Are Increasing Marketing Spend During COVID-19

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Why Your Law Firm Needs SEO

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Why Online Reviews Matter Now More than Ever for Your Law Firm

As is true with all businesses, online reviews are a highly important part of a law firm marketing strategy. Especially now where client behaviour and preferred interactions have shifted significantly, the uptick in the use of digital resources and services is here to stay. Law firms that promote a culture of client feedback in their… Read More »Why Online Reviews Matter Now More than Ever for Your Law Firm

Google Core Update 2021: What This Means for Your Law Firm’s Website

As new sites emerge and the web grows, continued core update is a way for Google to make sure they are supporting a broad range of publishers, creators, and businesses, while also providing searchers with the best information available. In November last year, Google announced that the page experience signals in ranking will start rolling… Read More »Google Core Update 2021: What This Means for Your Law Firm’s Website

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Law Firms Be Careful Before Diving into New Technology

It shouldn’t come as a surprise that there has been an absolute explosion of start-ups in recent years in every facet of legal practice. One thing they all have in common is that to survive they all require market share and thus, deploy aggressive marketing campaigns to enable traction. Recently we started work with a… Read More »Law Firms Be Careful Before Diving into New Technology

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