the thinking behind lawyer brand identity
This post and another from Andy Havens’ legal marketing blog got me thinking. They both discuss law firm marketing and branding, with “brand” defined by Andy as a “corporate personality.” When contemplating their business brand, Andy challenges firms to consider their “personality” and what sets them “apart from other firms” as a collective enterprise. He goes on to caution that a firm “can’t [and shouldn’t] be everything to everyone.” Indeed, he says, brands evolve from a business commitment to stressing “the importance of certain values over others.” This is very good advice that applies equally well to solo practitioners. As I’ve discussed before, it’s difficult, if not impossible, to forge and sustain solid attorney-client relationships unless we first take time to pinpoint our core values – the fusion of personal beliefs and business philosophies that’s unique to us. This core valuation is like our fingerprints or DNA. It reflects who we are and provides a reliable way for others to identify us. If we don’t know, publicize and promote our own core values, consumers seeking the right client-lawyer fit can’t readily distinguish our legal services from the rest of the pack.
