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Some cattlemen still brand livestock with hot irons, but it's a shame when there are modern, pain-free ways to keep track of herds.
It's the same with law firms that use old-fashioned ways to brand their businesses. It takes some work, but branding doesn't have to be painful.
There are ways to avoid the painful pitfalls of misbranding. Here are two big ones law firms fall into:
Forgetting the Audience
Many law firms -- especially small firms -- evolve from cases that walk through their doors. It's survival-of-the-fittest to eat what you bring in, but that business model is dying.
Good entrepreneurs know they have to identify with their audience. It's not about spending lots of money on marketing; it's about fit.
Marketing specialist Kase Ellers, writing for Forbes, learned the hard way. She discovered that she had to target the demographic that fit her personality.
"Don't let the appeal of the glamour sidetrack you from discovering what truly works best for you," she wrote.
For Ellers, it meant being authentic. Businesses waste a lot of time on branding if they aren't committed to core values.
"Once you design an authentic brand, it will resonate with consumers," Ellers said. "Stick to being consistent and don't waver."
It's important for lawyers, who live and die by their reputations, especially in the internet age. A slick website is good, but a few bad Yelp reviews can kill one.
Want information on effective marketing? Let the experts at FindLaw's Lawyer Marketing give you a hand with FindLaw Integrated Legal Marketing Solutions.