Small Business Brief


10 Key Branding Tools Every Small Firm Should Use

branding toolsLawyers have an image problem from the get-go. That’s why you need powerful branding tools from the start.

Just how effective is a strong law firm brand? Lawyers who actively develop their brands see a 45% increase in profits, and more than 90% of consumers prefer authentic brands to dishonest ones.

What does this mean for your law firm? Trust is everything. Here are 10 tools you need to build a trustworthy legal brand.

Get a New Website

Does your current website leave something to be desired? Don’t worry – you’re certainly not alone among your fellow attorneys.

Awkward photos, cookie cutter templates, and poor navigation are just a few of the issues that plague legal websites.

A website that’s fast, user-friendly and authoritative are fundamental to building a trustworthy law firm brand. So take advantage of what your competition is ignoring, a strong web design.

Start a Law Blog

Ask yourself, why do people seek out law firms?

They’re looking for help and information on a range of legal topics. Aren’t they doing the same thing online? This is exactly why you need a blog on your website.

A blog gives you the opportunity to show your legal stuff and prove yourself as an authority on the law. You can’t build a trustworthy brand without authoritative content, so start writing!

Publish Scholarly Articles

Another way to establish authority through content is professional publishing. There are many platforms you can use to publish professional legal content online and in print.

For starters, set up an Avvo profile and take advantage of their publishing features. You can also write white papers, contribute to legal journals, submit guest posts to established legal sites, or start a blog on LinkedIn.

LinkedIn Marketing

Speaking of LinkedIn, if you’re not on it, your law firm may be taking a hit.

LinkedIn is more than just a database for professionals. It’s packed with branding tools to tell your story, stay relevant, establish authority, and network within the legal community.

One of LinkedIn’s most powerful branding tools for lawyers is SlideShare, an online presentation tool that attracts over 70 million unique visitors per month!

Branding Tools for Networking

If you’re new to networking, leveraging LinkedIn is a great start. But you need to go further.

In-person networking may be one of the oldest branding tools, but it sure is effective. How so? Nearly all business professionals surveyed agree that face-to-face communication is vital for securing long-term partnerships, and 72% of people base their first impressions off a handshake alone.

That’s why it’s important to stay on your toes and be mindful of how you present your brand to the world. You can also reap the benefits of networking by carrying business cards, scheduling lunch meetings, and speaking at legal events.

Define Your Target Market

Your brand isn’t just about you. It’s also about your target market.

What are their concerns, dreams, and interests? How much do they make per year?What’s happening in their community? These are all important questions to ask when developing your legal brand.

One of the most trusted branding tools for discovering your audience is market research. Give the following tools a whirl to learn more about your target market:

  • Google keyword research
  • Google Analytics
  • Google Trends
  • Social listening
  • Market surveys

Using a range of branding tools will help you craft a client profile to build your brand around.

Tell Your Firm’s Story

How do you stand out in a sea of lawyers? A great brand story.

Law firms don’t have to be boring or cold. Law is about people, and sharing your story can foster a connection with potential clients.

If you’re completely new to storytelling, consider these general questions:

  • What inspired you to get into law?
  • What drew you to your chosen practice?
  • Who inspired you in your life?
  • What does law mean to you?

These starter questions will help you brainstorm a much more compelling brand story for your firm.

Get Involved with Your Local Community

Is your law firm entirely unknown in your local community? That needs to change, especially if you work in law.

Community involvement plays a significant role in establishing trust with your local target market, but what’s the best way to get involved?

This is where your market research branding tools come back into play. Use market research to discover which causes, activities, and local issues your audience cares about.

For example, if your focus is family law, you may want to get involved with at-risk youth programs, children’s parks, recreation centers, or local school events. This would increase your law firm’s brand awareness among parents and child advocates in your community.

Stay in the Loop

Another vital piece of the brand puzzle is relevancy. Along with community involvement, your law firm should be up-to-date on local politics, Amber Alerts, laws, regulations, and major events.

One of the best branding tools for relevancy is Twitter. Twitter hashtags keep you in the know and tweeting lets you capitalize on trending events in real-time.

Is a major event rocking your local community? Use Twitter to show support for your community in times of distress and joy.

Audit Your Law Firm’s Brand

Have you taken a good look at where your brand stands in the industry? If you’re unclear, a thorough brand audit can reveal both its strengths and weaknesses.

Here are three branding tools to help you with your first audit:

1. The OneSEOCompany guide on how to audit your current agency’s performance. Are you seeing the results you were promised?

2. Create surveys and focus groups to gauge your brand’s relevance and trustworthiness.

3. Conduct a complete social media audit to get more data on brand awareness and engagement.

Moving Forward

Your next step is putting these 10 branding tools into action, but don’t wait too long to get started.

Every minute without a brand is lost revenue for your law firm. To get the most out of these tools, bookmark this blog to stay updated on the latest branding strategies and stats.