Creating a strong brand for your firm is about focus, clarity, and consistency. Consistent brand messaging builds trust with your audience and supports the fact that you are an expert in your industry.
But far too many attorneys aren’t sure how to create a brand message. They have a general understanding of what a brand is and how it works, but they rely too much on logos and slogans, and other more obvious aspects of advertising.
Signs and symbols can be an important part of your brand message, but they are far from the complete picture. If you want to grow your firm and make the most of modern-day marketing opportunities, having a clear brand message for your firm is essential.
How do you create a brand message and what can you do to ensure consistent brand messaging?
Assess Your Audience’s Awareness Level
You need to know where you are before you can figure out how to get where you want to be. In branding, this starts with assessing your target audience’s awareness of your firm.
Are potential clients aware of their need for legal support and if so, do they know your firm provides that support? Are they lost for how to deal with their legal issues? Do they recognize their problem and know the solution, but aren’t sure how to reach that solution efficiently and effectively? Have they identified more than one solution, but they aren’t sure which one to pursue?
Understanding your average client’s awareness level is an important part of creating a brand message that meets them where they are. Once you know where they are, you’re better able to deliver your brand message in a way that catches their attention.
Someone who has identified their issue understands their options, knows which of those options is the best for them, and needs someone to help them reach that solution doesn’t need a long-winded explanation of everything they already know. If most of your clients are here, you’ll want to create a to-the-point brand message that lets them know you understand their needs and can help them wrap things up as quickly as possible.
On the other hand, someone who knows things aren’t working but they don’t know why or what they can do about it is further away from their resolution. Reaching clients like this requires a more drawn-out brand message. You’re reaching out to people who might not even realize they have a problem yet. Or they might know there is a problem but they don’t know what’s not working.
What’s the Ultimate Goal of Building a Consistent Brand Messaging for Your Firm?
No matter where your potential clients might be in the process of understanding their need for legal services, your goal is to become the easiest and most obvious choice for them to make. Not only should you ease your clients’ concerns about their legal issues, but you should also do what you can to make choosing a law firm easier, too. Aim for smooth sailing right from the start and people will be eager to work with you and encourage others to do the same.
There are many things you can do to create consistent brand messaging. Much of it begins with your online presence, including your firm’s website and social media efforts.
if you’d like to discuss how to create your firm’s brand message or you need help making that message stronger and more consistent, we can help. Contact Legal Web Design to learn more.