The Firm: Marketing your brand in the current economy

By Tom Kane The Daily Record Newswire It is hard to have a brand when lawyers try to be all things to all potential clients. That's especially true in the current economic climate, since it is hard to turn down work. Yet if lawyers knew what their brand was, and marketed to it, they would be more likely to get work because of it. A lawyer's brand makes him or her stand out from the run of the mill general lawyer. This is not to say that you cannot practice in multiple areas, but it is almost impossible to have a brand for everything you do or are capable of doing. As an example of this, I recall a couple of comments by Larry Smith and Richard Levick in their book, "365 Marketing Meditations: Daily Lessons For Marketing & Communications Professionals," where they reference Starbucks. "Coffee and Starbucks are synonymous. That's the value of a brand. Customers visit Starbucks five times a week, spending money on something that costs much less if they made it at home," Smith and Levick wrote. They continued: "Starbucks sells more than 30 different products, but it markets one thing -- coffee. Focus your marketing efforts narrowly." The lesson is that firms should not waste time and resources trying to promote all of their practice areas. Rather, a firm should determine which practice area or service quality it is best known for and promote that. It will be far more effective. Other practice areas will benefit in the long run. Remember the old adage attributed to former President John F. Kennedy: "A rising tide lifts all boats." There are many different definitions of what a brand is: value proposition, image, reputation and more. Every law firm should recognize that its brand is not self-determined, but rather is what others (clients, referral sources, the public) think it is. The firm may have multiple brands depending on who deals with whom at the firm. That's all the more reason that a firm should seek a strong brand. It could be your image or reputation for service, or a particular practice area. But the question remains, do you know what your firm's brand is? How would you go about finding out? According to Levick and Smith, here's one way to do it: "Ask your partners what your brand is and see how many answers you get. Ask your clients and you get even more. If you want to be a brand, they all have to have the same answer." In the case of solos, in addition to asking your clients, you can ask other lawyers who know you and your practice. It doesn't require a focus group to understand what your brand is. I have argued for years that one of the best ways to find out what your brand is would be to ask your clients something like: "If you were to describe me/my firm to a potential client, what would you say?" Keep in mind that you have a personal brand and your law firm may have a different brand. Since most clients hire lawyers, not law firms, a lawyer's personal brand is very important. I believe that how you act in public, treat your staff, dress, contribute to the community, talk to strangers, act with your clients, etc., all contribute to your brand in the eyes of clients, referral sources and potential clients. But the brand of the firm is also important and is essential to the firm's longevity after the senior attorneys retire. So keep in mind that both brands play a significant role in developing business. Once you have an idea of what your brand is, how should you go about promoting it to gain more clients? Here are some tips: * Make sure your website talks in terms of your brand and builds on it. Stress your brand in all your marketing materials; * Concentrate your practice around your brand by targeting your business development efforts toward those clients that will respond to the brand for their legal needs, whether that be a particular practice or industry niche; * Develop a logo and slogan that emphasizes the brand; and * In all your writings and speeches, and even while networking, use terminology that reinforces your brand message. Even in the current economy, a lawyer or law firm with a clear, identified brand is more likely to attract clients. The reason is that clients will believe because of the brand that their needs will be better met than if they retained a firm where the value is unknown. ---------- Tom Kane, Esq. is the author of the Legal Marketing Blog (www.LegalMarketingBlog.com) and president of Kane Consulting, Inc. A former practicing attorney, he has more than 24 years experience assisting lawyers with their marketing and business development strategies and coaching needs. Published: Tue, Apr 19, 2011