Does your law firm message have a brand supported by one big idea? Or two? Or several? Or…none?

Whether boutique, generalist or multi-niche, your firm has a brand. Whether you are aware of it or not, everything you write, do and say conveys a marketing message.

That message is your brand.

A Brand Prequalifies Clients

If it’s crystal clear, and conveys one big idea, you will be known and remembered. If it’s not, you’ll fall into the general mush of “lawyer” and stand a good chance of falling into the obscurity rapidly being made possible by the maw of supply and demand, rising client demands and expectations, and technology.

Clients want solutions to their problems. They won’t hesitate to engage you if your brand matches their needs. If your brand resonates with them, they are “prequalified” to a large degree and will reach out to you. If your brand doesn’t resonate, either because it’s a mismatch, or worse, because they can’t figure it out, then you will compete for the business on… price.

A couple of examples:

A firm that specializes in counseling and defending lawsuits brought against medical receivables collection companies, and writes articles, gives speeches and sends periodic email and newsletters with relevant, helpful content will be seen as the firm that saves collection companies from “gotcha” strike suits. That firm will be front of mind if/when such assistance is needed.

A general practice firm with no particular specialty and that does not convey a value proposition will have a much harder time gaining the attention of prospects, and of keeping existing clients.

Branding Doesn’t (Necessarily) Mean Specialization

Don’t get me wrong. I am not saying only highly esoteric niche firms can be successful. Generalists can be quite successful, and specialists can be failures, if they don’t get the branding right.

All firms need to find and highlight their brand.

The second example is a general practice firm, but it could easily be seen as the firm of broad wisdom and insight, of one or more lawyers with decades of experience practicing law, and living, who can astutely guide it’s clients to cost effective solutions with elegance and élan. But the brand will be lost if it is not promoted.

Having A Core Message Platform

There are a handful of key, consistent messages that should be central to every communication that leaves the firm. It is not difficult to do, but it does requiring thinking deeply about what your firm does and aspires to be.

I’ll explain in a later blog about why you should have a core message platform, and provide a checklist for creating one.

Thanks for reading,


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Dave has been a practicing lawyer for 30+ years, from inside and general counsel, to private practice.
He maintains a private practice as well as a consulting and copywriting business focused on professional services firms.
You can also find him on LinkedIn