Your law firm’s brand is how clients and prospects perceive you and how they experience your firm’s services overall. It is not just a logo, a tag line or a visually appealing website. It is the sum total of everything your firm does to build existing client relationships and develop new ones. It is a promise, to clients, prospects, referral sources, and everyone who interacts with your firm, that the experiences of the past will be fulfilled in the future.
A brand that is considered “strong” provides a positive experience for all clients and everyone who comes in to contact with you. A brand that is considered “weak” has not consistently delivered on that promise – or worse – telegraphs a negative experience. A brand must constantly reinvigorate itself to keep up with the changes in clients and prospects needs, trends, the competitive environment and the changing marketplace.
Standing still is not a good way to keep a business viable for the long-term, this includes the business of practicing law. Law firm competition remains fierce. Law firms and lawyers who choose to idle, relying on an outdated brand, will struggle to thrive and simply survive in today’s market.