Jaffe’s branding experts recently did some due diligence to see what resources are out there for legal marketers interested in learning more about the branding process. What we discovered was shocking: While numerous branding checklists are available online, very few did anything to actually address what branding really is.
Yes, logos, taglines and color schemes are all important elements of a brand, but they are merely the capstones of a much larger and more involved process. To have a brand — to truly have a brand — requires an open-minded exploration of a law firm’s identity. In formulating this identity, there are multiple categories of stakeholders to consider. As you’ll see, each category plays an important role.
- The Law Firm: It’s important to remember that it isn’t just your management that influences your brand; it’s everybody within the organization, regardless of title. This is because brand identity is influenced significantly by corporate culture and core values.
- Your Clients: You can brand yourself all you want, but it won’t amount to anything if that image doesn’t jibe with the perceptions of your clients. Interview current and past clients to better understand the actual value and differentiators you bring to the table, rather than the value and differentiators you think you bring to the table.
- Everyone Else: The media, your competitors, your peers and the general public all have a take on your brand — one that can carry significant weight and affect business development.
How can Jaffe help with law firm branding?
Jaffe takes a 360-degree approach to law firm branding. Our team of content, creative and digital strategists works together to assess your brand from all angles. We conduct thorough analysis to determine not just what you think separates you from the pack but what your clients and prospects think distinguishes you. We use this information to develop a comprehensive strategic framework that defines your law firm’s identity and provides tactics you can use to express it internally and externally. If your firm already has a brand identity, we can help give it a refresh by revisiting your logo, messaging statements and other brand elements.