Like any other business, law firms need to build brands to thrive and stay ahead of their competitors. Brand awareness refers to the familiarity a law firm’s target audience has with its brand. It has to do with how easily the audience can recognize the law firm.
Creating brand awareness isn’t something your law firm will achieve instantly; neither is running a single marketing campaign. Instead, it results from many marketing activities undertaken by a law firm over an extended period.
Importance Of Brand Awareness To Law Firms
Brand awareness plays a vital role in fostering client trust in a law firm. It also helps create a brand association in the target audience’s mind, which makes it easier for people to recognize a law firm with its specialization.
Brand awareness is also critical to developing value for a law firm’s brand. People perceive law firms that carry strong brand names as more valuable. As such, clients are ready to pay more for their services compared to those offered by less-known brands.
How Law Firms Can Ensure Brand Awareness
To build strong brand awareness, law firms should:
Leverage Digital Networking
Attorneys can increase their law firm’s brand awareness by using digital platforms to network with their target audience. For instance, they can make company brands visible on social media platforms such as Twitter, LinkedIn, Instagram, and Facebook by:
- Connecting with businesses and other law firms
- Joining relevant online communities
- Commenting on content shared by other users
- Requesting real contacts to connect with the law firm
Suppose your law firm gets a negative comment. You can use social media to redeem your reputation – get redirect here. Interacting with people, businesses, and other law firms online allows attorneys to become visible to audiences that don’t know them. This, in turn, increases their law firm’s brand awareness.
Create A Brand Identity
For a law firm, the process of creating brand awareness involves defining a brand and clarifying the area of practice. To stand out in the crowd, law firms should start by creating brand elements and determining their identities by developing personalities that make it easier for people to identify them.
Brand elements that make law firms easily identifiable include:
- The company name
- The color schemes
- Fonts (including their style and size)
- The shapes or images they use in their brand.
Law firms’ tone in their web content, blogs, ads, social media posts, or press releases also inform brand identity.
Often, logos and color schemes serve as the face of the brand. These brand identity elements depict the personality traits of a law firm, and their display impacts the target audience.
Embrace Thought Leadership
Law firms need to showcase their strengths to their target audience to increase brand awareness. They can demonstrate legal expertise in their practice by publishing blogs or reports. Blogging is an effective way to share free legal insights with your target audience.
Social media platforms, webinars, conferences, and online communities are also virtual spaces that law firms can leverage to showcase thought leadership in their areas of expertise. Attorneys can use them effectively by keeping tabs on industry trends and laws to share insights on the latest legal dynamics with their audience.
Maintain Brand Consistency
Law firms can maintain brand awareness by ensuring consistency in how their brand elements appear on all marketing or communication platforms. Consistent presentation of law firm logos, colors, and fonts makes recognizing a law firm brand easier. Ultimately, this increases revenue significantly.
Attorneys may consider developing branding guidelines to ensure brand consistency on print and digital marketing media. These procedures also ensure that law firms don’t miss out on opportunities to make their brands visible in all events, including conferences and webinars.
Communication plays a vital role in ensuring brand awareness for law companies. As more people become aware of your law firm, requests and questions will come in from different channels. Your target audience expects prompt responses to their communication. Delays in sending those responses can affect your brand over time.
Streamlining your communication system can go a long way in maintaining positive brand awareness for law firms. Attorneys can do this by using online scheduling systems and online videoconferencing programs that make it easier to schedule client calls and exchange information across borders.
Law firms may also prioritize social media communication and online live chats to ensure that communication from prospective clients doesn’t fall through the cracks.
Brand awareness is critical to the growth of any law firm. By keeping your law firm visible, more people will become aware of your practice, thus it will be easier for your company to generate new leads or customers. Don’t hesitate to apply the five tips discussed in this article to boost your law firm’s brand awareness.