Law Firm Branding 101: How to Develop Your Niche

If you're starting a solo practice or you're already running your own practice, you already know the value of branding yourself. Remember, branding involves a multitude of things for your practice.

First you need to develop a niche. Once you determine what your practice area is, you can refine your brand and determine your clientele. Developing a niche will also help you grow your reputation as a respected attorney in your practice area.

Here are 5 tips on developing your niche:

Identify your niche. You don't have to be the jack of all trades, nor should you try to be. Take inventory of the type of work you have done in the past and look at the type of clientele you want to serve. Also, look at what you're good at. This will help you determine your niche.

Join the right associations. Once you've picked your niche, look up bar associations that are in line with your niche. Network with other attorneys who practice in your area, in order to remain up-to-date on current developments.

Cultivate your online presence. Create a website that speaks to your expertise. Try to create informative content on your practice area. When starting out, you may be inclined to take on whichever matters come to your door and that's okay, but don't bring attention to the incidental areas you practice. Focus your website on your niche. Also, take advantage of answer boards to post responses (with the obvious disclaimers).

Publish. Try to get some writing material out. Look up the practice-specific journals and contact the editors. Or better yet, launch your own blog on your practice area.

Speak. Try to locate opportunities to speak on your topic. These opportunities can be at local law schools, bar associations or even before prospective clients. The more you get out there, the more people will identify you by your niche.

Be sure to check back for more in our ongoing series Law Firm Branding 101.

Related Resources:

• Marketing Tips for Creating Your Law Firm Identity (FindLaw for Legal Professionals)
• Establishing Your Brand in the Law Firm Marketplace (FindLaw for Legal Professionals)
• The Advantages of Having a Niche Law Practice (FindLaw for Legal Professionals)
• How to Start a Law Firm (FindLaw for Legal Professionals)