Law Firms, Branding & The Digital Age

Post by 
Alexandra Oumniaguina
September 22, 2021

ou’re busy. We know. From balancing out your clients, running a whole business, researching, inputting billable hours, complying with the law society, CPD training and answering your miscellaneous friends' legal questions... it’s a lot.

Who even has time to look at branding?

Well, if you are looking for a bit more smooth sailing, an easier stream of your ideale clientele and a stronger vision and mission to say no to the things that don’t serve you… consider a rebrand.

Law firms aren’t just you and your partners - they are businesses that need nurturing. Branding a law firm is not only doable but also rewarding. So what is law firm branding anyway?

Branding is there to not only raise awareness of your business but also to attract potential ideal clients. I know. It feels a bit too obvious. Don’t worry there is a lot of research and business strategy involved that has complicated the status quo, so I’ll summarize.

There are tangible parts to branding such as a logo, website, color palette, typography, etc. And then there are the intangible parts such as your vision, mission and your messaging and presence. These intangible parts are what builds and puts together the tangible ones- have a look at our How to create a legal brand post. Putting these two together will help your firm communicate your brand consistently, build trust with your clients, attract potential clients and stay connected with them.

But to highlight the main points - branding helps you understand your true personal brand.

What is a personal brand?

Emotions are what connect our clients to us - not just all the paperwork. When a client thinks of a law firm’s brand they recall their interactions and how they felt in the room with you. Law firms do not exist in a bubble away from personal branding - your employees and lawyers all need to know and understand where you are coming from and what atmosphere you are trying to create.

How would you define your personal brand?

  1. Unearth your unique and relevant attributes
  2. Communicate these attributes to your audience
  3. Manage how your audience perceives your brand.

Creating an understanding amongst everyone of what you represent will help you hone in on your personal brand.

What makes a strong law firm brand?


Reeling back into how we make our clients feel. You might be the best attorney and the quickest at drafting the perfect contract - but your client doesn’t know that. In fact most of the time your client’s don’t even know what the practice of law involves. The one thing they really zone in on is whether or not they felt confident in you. Self-confidence really does sell - it makes it easier to pitch, land new clients and network.


Clarity refers to your message. Does your audience know who you are and what services you provide? What message are you communicating to them?

To create a strong brand it is important to first unearth what your message is. What are the unique attributes that you bring to the table? Take a moment to chat with yourself and your team and figure out what is unique about you as individuals - then create your brand message. This will create a clear brand identity that aligns with your services.


Clients have a 30 second attention span. If you don’t grab their attention online immediately they won’t remember you. Consistency gives you the ability to grab your audience's attention. Something consistent brings up a sense of safety - the look at your brand and know what to expect. Prospective clients want to feel safe and build trust with you - then they will buy what they trust.

This is where brand messaging comes in. If your brand is clear on all of your online channels, your audience is more likely to remember you and bring their business to you.

So how do you find your brand?

Remember this is a marathon not a sprint. Give yourself a moment to truly think about it - don’t rush. The following questions will help guide you in finding your brand.

  1. Who are you?

You need to know enough about yourself and your law firm to be able to articulate why you even practice law and how you can help your clients. Sure, it is an uncomfortable question, it brings a lot of issues to the surface. But this is how we grow and discover and focus on what message we want to present to the world. Have a deep look at yourself, your skills, your talents and why you show up to work everyday.

  1. What is your brand's story and unique selling proposition?

Take a moment and write out your firm's story - whether you are working alone or with a team - every story is unique. Write about the good, the bad and the ugly. This will help you not only connect with yourself but figure out what your clients are looking for from you.

Your story will help you define your UVP (Unique Value Proposition). A UVP helps you explain to others what you and your firm is truly about. What do you offer that others don’t?

When you take on clients - you are making a promise to represent them to the absolute best of your ability. Write out that promise before-hand and figure out what your promise is as a lawyer to attract new clients.

  1. Who is your target audience or your ideal client?

Remember if you sell to everyone - you won’t sell to anyone. Imagine trying to get every individual through your door and pitching to them why you would be their perfect lawyer without knowing anything about them. In the end that would be incredibly expensive and you will lose out on more than you will gain. Now imagine your ideal client and pitch to only 10 of them with a service that they actually need. Doesn’t that sound a little bit more manageable?

So by finding a target audience you will be able to do research and emotionally connect to them. The narrower your audience, the more you can learn about their pain points and the more likely you will land that client.

Start by thinking about your favourite clients currently. Do they have anything in common, not just in their file, but in their personality? This will be your first step to finding your target audience and your ideal clients.

  1. What is your core message?

So now you have taken some time and wrote things down and did your research. It’s time to distill all of that information into a core message. This core message will help you in marketing and must be unified amongst everyone that works with you and your audience.

While we can guide you through all these questions - the work will ultimately be about you and your discovery. What do you want to tell the world and your audience? Nowadays, you can’t just come up to someone and say - ‘hello, I am excellent at this. Hire me.’ How do they know you are and how do they know you care about them more than you do about the sale?

Messaging is about creating something concise and authentic that represents you and your brand.

  1. We’ve zoned in, now what?

This is the final step - projecting your brand out into the world. This is where all that hard work into the intangible becomes tangible with designing a website, social media presence, logo, business cards, color scheme, etc.

Many want to cut to the chase and get to this step first. They want results and something to show to their new clients. However, this step won’t be effective without doing a bit of work before hand and going through the branding strategy steps. Otherwise, you would just spend money on a website and logo and collaterals without truly representing who you are.

The speed of this process and discovering who you are really depends on the work put in. We can help you through this process or you can begin the process on your own and come to us with your ideas and we will help you distill the information and ask all the right questions.

Regardless, we are here to make your life easier.


Honestly, this is the fun part. Analysing your business is never easy, but when you reach the end you’ll see the results and understand what your company is bringing to the world. So to go through the questions again, consider the following:

  1. Who are you?
  2. What is your brand's story and unique selling proposition?
  3. Who is your target audience or your ideal client?
  4. What is your core message?
  5. Are you ready?

The world is changing, let’s get you online and get the clients you want.

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