Last week, we talked about three myths that most attorneys believe when it comes to branding. Today, we’ll dive deeper into exactly how attorneys can develop strong brands, and thus realize even greater benefits from their law firm marketing efforts. We’ll do it with help from our white paper, Marginalizing Your Most Powerful Asset: What Attorneys Don’t Understand About Brands.
Let’s start with a definition of “brand.” At its core, your law firm’s brand is the promise you make to the market about how you will deliver your legal services.
That’s a tall order, but developing a strong brand may not be as challenging as it seems. There are five key elements to consider when evaluating your firm’s brand:
- Brand essence is what you think about your law firm.
- Brand perception is what others think about your law firm.
- Brand positioning is the way you present your brand essence to the marketplace.
- Brand identity assets are the tangible representations of your brand, such as your logo or slogan.
- Brand building is all of the offline and online law firm marketing efforts you engage in.
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