When you glance at a wheel of law firm logos, it's easy to get caught up in the visual appeal of colour and design. While these elements undoubtedly play a role in shaping a firm's brand identity, they are just one piece of the puzzle. A truly effective law firm brand is much more than the colour of its logo. And as someone who’s built a law firm marketing agency over the last 21 years, with a strong orange brand, I know for sure that it is NOT just about the colour.
Click the image above or here to download a hi-res version of our colour wheel.
Branding and Reputation
These are inextricably linked. Two of my favourite quotes when it comes to these two topics are:
“It takes 20 years to build a reputation and five minutes to ruin it” (Warren Buffett). Look at some of the recent reputations trashed in the media.
“Your brand is what other people say about you when you are not in the room” (Jeff Bezos). And that goes for your firm’s brand and your personal brand.
The Importance of Law Firm Branding
It's not a surprise that a strong brand can be a powerful tool for law firms to differentiate themselves and attract clients - think of some of your favourite brands and how they stand out from their competition. Branding is about creating a unique identity that resonates with your target audience. It involves building a reputation for excellence, trustworthiness, and expertise.
A strong brand can:
- Attract and retain clients: A well-defined brand can help your firm attract clients who value your services and align with your firm's values.
- Build trust and credibility: A consistent brand image can help build trust and credibility with clients, potential clients, and the legal community.
- Enhance employee morale and retention: A strong brand can boost employee morale and pride, leading to increased job satisfaction and retention.
Key Elements of Law Firm Branding
A strong law firm brand is built on several key elements:
- Logo design: Your logo is the visual representation of your brand. It should be memorable, professional, and relevant to your firm's practice areas.
- Colour palette: The colours you choose should reflect your brand personality and evoke the emotions you want to convey.
- Typography: The fonts you use should be easy to read and consistent with your brand's overall aesthetic.
- Website design: Your website is often the first impression clients have of your firm. It should be user-friendly, informative, and visually appealing.
- Marketing materials: All your marketing materials, from business cards to brochures, should be consistent with your brand guidelines.
- Social media presence: Your social media channels should be active and engaging, providing valuable content and building relationships with your audience and the images should be consistent with your brand theme and colours.
Building a Strong Law Firm Brand
To build a strong law firm brand, consider the following tips:
- Know your target audience: Understand the needs and preferences of your ideal client.
- Develop a strong brand message: Clearly articulate your firm's unique value proposition.
- Create a consistent brand identity: Ensure that your brand elements are consistent across all channels.
- Monitor your brand reputation: Keep track of your firm's online reputation and address any negative feedback promptly.
- Measure your brand's performance: Use analytics to track the effectiveness of your branding efforts.
Common Branding Mistakes Made by Law Firms
While many law firms recognise the importance of branding, some common mistakes can undermine their efforts:
- Inconsistent branding: Using different logos, colour schemes, and messaging across various channels.
- Ignoring digital marketing: Neglecting to invest in digital marketing channels like SEO, PPC, and social media.
- Failing to update your brand: Sticking with outdated branding that no longer resonates with your target audience or your team.
- Overcomplicating your brand: Trying to be everything to everyone can dilute your brand message.
Case Studies of Successful Law Firm Branding
Many law firms have successfully used branding to achieve their goals. By analysing their strategies, you can learn valuable lessons for your own firm.
I spoke with Jim Walton from Ascend Studio, a professional services branding agency, about this topic. He highlighted the following two law firms that they have worked with on their brands.
- Farrer & Co: Repositioning a 300-year-old law firm that has acted for many of the Kings and Queens of the United Kingdom and handled some of Charles Dickens' affairs was no mean feat. Despite a successful record spanning three centuries, Farrer & Co were hampered by an identity that projected more tradition and heritage than cutting edge legal solutions. In short, the visual brand was no longer fit for a modern, fast-paced world despite the firm being progressive, innovative and forward-thinking, nor did it match the positive feedback from clients and the industry.
A brand strategy was developed, and their ‘identity system’ was refreshed. This strategy balanced their rich heritage and experience with a forward-thinking, progressive vision. ‘A traditional home for modern law’ became the cornerstone of their approach, opening up endless creative possibilities.
- Thackray Williams: An established regional law firm, known for excellence and a unique personality, wanted to attract more London clients. However, their outdated brand didn’t reflect their current business ambitions or the people behind it.
Through research, interviews, competitor analysis, and workshops, they discovered the firm's greatest asset: its people. This led to a new brand focused on human connections, collaboration, and the balance of IQ and EQ, supported by the proposition, ‘Law firms don’t solve problems, people do’.
The new Thackray Williams website, reflecting the brand, was developed as part of the project, and delivered a 19% increase in customer engagement, a 22% increase in dwell time and a 121% increase in new user visits.
The Future of Law Firm Branding
As technology continues to evolve, so too will the landscape of law firm branding. Emerging trends such as artificial intelligence and virtual reality offer new opportunities for firms to connect with clients and differentiate themselves.
By embracing these trends and staying ahead of the curve, law firms can build stronger, more impactful brands.
If you need support with your law firm's brand, get in contact with the team at Conscious at sales@conscious.co.uk or call 0117 325 0200.