Your Brand is Your Success
SEPTEMBER / OCTOBER 2023
8
If you were asked what is the product behind the slogans “ just do it ” or “ the ultimate driving machine ,” I believe you would respond with Nike and BMW . If you were shown a graphic of a colorful apple that has a big bite out of it , you would know it ’ s Apple . These products are strengthened by recognizable and memorable branding , which in turn cultivates recurring and new business .
As the Chief Marketing and Business Development Officer at Trenam Law , I work with the firm ’ s attorneys to promote the power of branding to differentiate and create a competitive advantage . A catchy slogan or unique logo is not necessary to build awareness , but here are some effective tips which can assist in cultivating a strong brand .
Firm Website and Attorney Bios
Your website is the digital front door to your firm and one of your most valuable marketing tools . This is usually the first stop for potential clients and perhaps even existing clients . Your website should be easy to navigate to find practice areas and attorney bios . This is particularly helpful if the website visitor received the name of your firm or an attorney through a referral .
Your website should have relevant images . For example , a firm that specializes in aviation law and displays photos of airplanes with matching content has done a good job at branding their expertise . Contrastingly , firms which display photos of law books and scales of justice are missing the opportunity to brand their practice areas .
Attorney bios are equally important and should begin with easy to scan credentials and recent experience . The law school attended and the number of years in practice can be placed at the bottom of the bio .
Become a Thought Leader
Attorneys and firms who establish expertise in a practice and / or industry niche should promote this branding by writing , speaking , and getting quoted in the media . If you establish yourself as an expert , reporters will reach out to you , conference organizers will invite you to speak , and potential clients will inherently trust you more as the goto person in this area . Work with your marketing teams to promote this value which will build your brand and grow your business .
By Lori Rabinowitz
Embrace Social Media
Social media is an effective way to promote your brand and skills . Your profile can be a reflection of you as well as your practice . Personal updates are appropriate as they foster a multi-faceted individual and lifestyle . Perhaps you were traveling to an interesting country , skiing with your family , or volunteering locally . Your posts about these activities can create a common interest with your clients and help to keep your name and firm front of mind .
Social media also never sleeps . I remind attorneys that this quick branding exercise can be done on weekends and even poolside . You can also follow your clients on social media and receive alerts when they receive recognition or awards individually or as a company .
Leave Your Desk
In person industry events have returned and are vital networking opportunities to build business . I recommend having an elevator speech , which includes something specific instead of simply , “ I ’ m a lawyer .” An example might be , “ I just represented a buyer in acquiring a restaurant chain here in town .” This accomplishment will strengthen the brand and may lead to new , meaningful relationships . Of course , you should have a separate elevator speech when attending casual events . What you say at The Florida Bar Association will differ from what you say to a fellow parent at your kid ’ s soccer game .