Go Your Own Way: The First Thing You Need to Brand Your Law Firm

Believe it or not, the most important part of law firm branding is something that law firms often ignore, or throw away.

A business logo offers its owner a distinctive mark, a visual interpretation of the business’ purpose and meaning, that resonates with consumers.  Think of Coca-Colo or Ford or Apple or Target, and you immediately think of distinctive logos.

But, how many law firms have you ever seen with a really compelling logo, that wasn’t using a blue, white and gray color scheme, and that didn’t feature columns, scales of justice, a gavel or the attorney’s initials?

Law firms that conceive of compelling logos separate themselves from the morass of their competitors in a meaningful way.  Those law firms choose a unique color scheme, and let it set the design elements for everything else they do: business cards, letterhead, website, etc.  Those law firms that choose a unique avatar for their logo (like a bird, or a constellation) have a better story to tell.  Those law firms that brand a business better find it easier to distribute work to attorneys other than the named partner, and can offer more value when the law firm is sold or transitioned.

All I’m saying is: ignore logo design/creation/recreation at your own peril. In a hypercompetitive environment for small law firms, you need to show distinct differences between your firm and your competitor firms, to draw and convert client interest.

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If your brand image needs some work, we can help.

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.

To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.

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