Law Firms: Big Brands Mean Big Business

If there is any doubt about the power of a big brand, check out Graphic Design USA’s recent listing of the favorite logos of the past half century.  Even those that are abstract symbols are easily recognized by millions across the globe.  These brands have gained popularity over many years and consumers choose these companies’ products because they believe in the brand - a strong brand can generate fierce customer loyalty.


When someone needs the services of an attorney, the company brand will heavily influence their final choice.   People are used to making choices based on branding – they are bombarded by brands every waking minute of their day, from adverts and product packaging, to television and the ubiquitous internet.   So when seeking legal representation they will automatically assess law firms’ brands and will be attracted to the brand which appears to match their specific needs.

If a law office brand doesn’t send out the right message to the prospective client right from the very first viewing, quite simply its attorneys won’t be hired.  When branding your law office, follow these guidelines to ensure that you have a big brand that will bring you plenty of business:

Use a Professional Branding Company:  This critical step can’t be over emphasized.  A brand is far more than an eye catching logo; a powerful company brand summarizes everything you offer and how you deliver it.  By working with seasoned professionals you can develop a strong branding strategy that reflects your professionalism, your ethics, your experience and expertise.  A big brand will form a firm foundation for all your promotional activities.

Define your Target Market:  A full and complete understanding of your target market is necessary for your brand to be effective.  It must appeal to your audience and make them sit up and take notice.

Define your Unique Selling Point:  Be clear on what makes you different from your competitors.  Maybe you have a great track record in winning your cases.  Whatever it is, make sure it is highly evident in all of your promotional materials.

Choose an Appropriate Company Name:  Partner names can be used but only in moderation, and are far more effective when combined with the area of legal specialization.  ‘Dale & Docherty Family Law’ definitely works.  However ‘Smith, Lewis, Docherty & Slopecki Criminal & Family Lawyers’ is starting to push any reader’s attention span to its limit and is far from memorable.  More creative names are also acceptable so long as they reflect the services on offer.

Design a Memorable Logo:  Your company logo will be shown on everything from your business card and corporate stationery to your website and traditional adverts.  So use a professional brand company to get it right.  A logo which appears unrelated to legal services or is clearly an amateur design certainly won’t instill trust in your would-be clients.

Create a Strong Tagline:  Your company tagline is a short phrase to set the stage for what you offer and to entice the reader to learn more.  It can be traditional and formal, or more modern such as that used by Foster Townsend Graham & Associates, the Canadian firm who opted for ‘Damn Fine Litigators’.  It’s succinct, to the point and definitely memorable.

Produce High Quality Printed Materials:  To make a good impression, your business cards, corporate stationery and company brochures must all be professionally designed and printed on quality paper.  For many this is an indication of your success - and clients will always want to hire successful attorneys.

As with any other product or service, consumers are persuaded to hire an attorney in part by the company brand.  A well thought out branding strategy created in conjunction with a professional brand development company is imperative for your law firm.  By creating an effective brand, it has the capacity to grow into a well known brand – and big brands definitely drum up big business.

About the author: Michelle Collins is an experienced writer in the field of brand design and website development, and works for New Design Group in Toronto, Canada as VP of Public Relations.  

New Design Group is an outstandingly motivated and sought after branding specialist company with expertise in brand identity development, website design, SEM, SEO, and Social Media campaign management.  View the New Design Group website or visit the Facebook page

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