Congratulations! You’ve opened a solo office and hung your shingle. Now it’s time to create a unique and distinctive brand for your practice.
But where to start? What’s the first step in branding your new firm?
“During the startup process, you’ll want to focus on defining your brand,” writes Sammi Caramela for the website CO. “Determine who your target audience is, what problems they have and how your business solves those problems. Also, research your competitors to determine any gaps you might be able to bridge for your own brand. What makes you different from them, and how might you capitalize on that?”
One brand you can count on is Lawyers Mutual. We’re the only legal professional liability insurance company that has been protecting North Carolina lawyers continuously since 1977. Our motto, “Here Today, Here Tomorrow,” is more than a tagline. It’s our commitment to the lawyers in this state.
Here are 5 steps to branding your law firm, courtesy of Jamie Johnson and CO:
Step 1: Launch your website.
“When it comes to building a website, most people focus almost exclusively on the design,” writes Johnson. “While this is important, the functionality of your website matters just as much, if not more. Here are a few questions you can consider about the functionality of your website: How long does it take your website to load? Is your website mobile-optimized? Is your website easy to navigate? Can customers find what they need quickly?”
Step 2: Create your logo.
“Keep it as simple as possible. Many people want to get creative with their logo or try to be clever, but this will likely just confuse your audience. When customers look at it, they should immediately understand what your brand is and what you have to offer.”
Step 3: Design consistent graphics
“Did you know that color can improve brand recognition by up to 80 percent? This demonstrates the power of graphics on your website and in your content marketing. Create customized graphics for your blog posts, social media channels and any other places where you interact with customers. You don’t have to pay a lot of money to a graphic designer to create graphics for you. It’s easy to use a low-cost option like Canva to start creating graphics right away. You can use a free template to get started. Just make sure that you stick to a cohesive theme on all of your graphics, like using the same basic color palette and fonts. That way, your audience will begin to associate those design elements with your business.”
Step 4: Create content
“Eighty-two percent of customers say they feel more positively about a brand after reading that company’s content. And 61 percent are more likely to purchase from a business that regularly creates content. There are many different ways you can begin creating content for your audience. One of the simplest ways to get started is by sharing blog posts on your company’s website.
If you’re writing and sharing blog posts about topics that are relevant to your audience and customers, this is going to help build your brand identity. Plus, blogging is a great way to improve your SEO and increase organic traffic to your website. Podcasts, videos, and infographics are also great options for ways to engage your audience and build your brand.”
Step 5: Connect on social media.
“Make sure you only share content that is relevant to your audience and that they’ll find useful. Make sure you’re constantly interacting with your audience. If someone comments on a blog post you shared, then you should respond right away and engage with that person. Use your social media channels as an opportunity to build a relationship with your current customers.”