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How to Get, Keep Loyal Clients: Branding and Storytelling

By Gabriella Khorasanee, JD | Last updated on

You may have heard the terms "branding" and "storytelling" thrown about in business circles, but have you ever thought about whether branding and storytelling fit in to lawyer marketing?

The short answer is, yes, branding and storytelling will not only help you develop your client base, but keep your clients loyal, according to the ABA Journal.

Here's a (re)fresher on how branding and storytelling can help your practice in two steps.

Develop a Brand Image

First, you need to develop a brand image. If you are a solo practice, then you'll focus on a personal brand; if you are a partner at a small firm, then you'll want to build a firm brand. Either way, the process is the same.

First, choose a color(s), font and logo to represent your firm. Once you've done that, make sure the imagery across all platforms -- online and paper -- are consistent. Make sure that the firm's messaging online -- on social media, the website, etc. -- correspond with the brand image.

Use Storytelling to Reinforce the Image

One way to gain a loyal client base is through storytelling says Jay Shepherd. "Lawyers can use storytelling to establish their brands," reports the ABA Journal, and he "talked about the value of narrative devices in connecting with potential clients."

To figure out your narrative, think about what makes you or your firm unique. The more personal, the more potential clients will relate, and the more they relate, the more loyal they will be to you. Your story is what will keep your clients coming back to you with more work.

If you find the thought of thinking about marketing too overwhelming, then contact FindLaw for help. As the industry leader in lawyer marketing, FindLaw can help you develop your branding and story to find loyal customers.

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