Your law firm’s brand is how clients and prospects perceive and experience your legal 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 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 client 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 law. Law firm competition remains fierce. Lawyers who choose to idle, relying on outdated brands, will struggle to survive.