Spring Newsletter 2006

Marketing Tips

One of the best ways to market your firm to potential clients is to create a brand. Branding is a way of describing your law firm's "personality" ie, the essence of what makes your special. It sound simple enough, but there's more to branding than meets the eye. Here are some branding pointers:

Decide What Your Brand Will Be
What kind of personality will you present to the world? How do you want clients to feel emotionally when the relate to you? How will they recognize you? How will they remember you?

Use Color, Images and Words to Communicate Your Brand
From the colors on your Web site.to the font style in your logo.to the words in slogan.to the paper stock of your letterhead-these are all important factors in how you shape your brand.

Promote Your Brand As Regularly As Possible
Take every opportunity to communicate your brand on your web site, in your marketing materials, in client meetings, at networking functions and in media interviews.

Branding Should Support Your Marketing Message
Get the most out of your brand by pairing it with your marketing message. Tell people why they should hire you (marketing message); then get them to never forget you (branding).

Keep Your Name Front & Center
Have you ever seen a great TV commercial and later couldn't remember the name of the advertiser? It happens all of the time. For the most part, those are wasted advertising dollars. The key to success in branding is to communicate a great message that gets people to remember who you are based on an emotional connection.

Branding Fun-Fact:

In the 1930s and 1940s, some of the first recognizable brands were created by Proctor & Gamble. P&G promoted its soap brands, such as Ivory and Oxydol, by sponsoring popular radio and television serials. These serials, which attracted audiences of up to 40 million Americans, would later be known as soap operas.