Personal injury law firms face a unique challenge: attracting new clients consistently, rather than relying on repeat business. To stay at the top of potential clients’ minds, it’s necessary to build a memorable and trusted brand. Here’s a straightforward guide to help you brand your firm effectively.
Understanding Branding vs. Positioning
Positioning describes what your firm does – such as handling personal injury cases. Branding, however, is about why you do it and how you connect with potential clients. Effective branding builds trust and clarifies why clients should choose you over the competition. It tells your firm’s story, making it easier for people to remember and relate to your services.
Branding Beyond Your Reputation
While branding establishes your firm’s identity and mission, reputation is proof of your competence. Branding creates an emotional connection and sets the stage for trust, while your reputation validates your claims through successful case outcomes and client experiences.
For example, you might position yourself as a personal injury law firm that specializes in injury accidents, but your brand message might be that you protect the rights of people injured in car accidents. Branding centers potential clients in your marketing and creates an emotional connection with potential clients they’ll remember in their time of need. From there, your reputation for winning large sum settlements or judgements solidifies your firm at the top of a potential client’s must call list after an accident.
View and respond to all your reviews within a single dashboard with Scorpion’s Reputation Management services.
Branding for a Firm vs. Individual Attorneys
You can build your brand around your firm as a whole or focus on individual attorneys:
- Firm Branding: Building your branding around your firm offers consistency and stability. Your brand remains intact even if attorneys leave or join. However, it may lack personal connection with potential clients.
- Individual Branding: Focusing your branding on empowering individual attorneys builds personal connections and leverages the networks of individual attorneys. However, if an attorney leaves the firm, their personal brand may leave with them.
The best approach combines both strategies, highlighting both your firm and its individual lawyers.
7 Steps to Build Your Firm’s Brand
1. Answer Common Questions Online
Create a comprehensive FAQ page or blog on your website addressing common client questions. This builds trust and helps them understand the legal process.
2. Get Active on Social Media
Utilize platforms like TikTok and YouTube to share legal insights, discuss trending cases, and answer frequently asked questions. This broadens your reach and keeps your firm top-of-mind.
3. Publish Contributed Content with Legal and Local Publications
Building your brand to potential clients is always great, but don’t forget to build your brand among the legal community as well. They’re great ways to build new relationships and get word-of-mouth referrals. You can publish case notes, talk about a recent case win, or provide commentary on contentious legal issues on prominent legal and local publications.
4. Speak at Events or Join Panels
Participate in panels or interviews hosted by local organizations or Bar Associations. This increases your visibility and credibility.
5. Sponsor Community Events
Support local events or charities that align with your values. This fosters goodwill and connects your firm with the community.
6. Start a Foundation or Charity
Launch a foundation to support local causes, like providing educational resources or community programs. This demonstrates your commitment to the community.
7. Start a Scholarship Program
Not ready to start your own foundation, but still want to get more involved in your community? Start a scholarship program. Target students looking to pursue a law degree, the children of former clients, or all students pursuing higher education. Not only are you getting your name in front of a brand new segment of clientele, but you’re also generating goodwill among their families.
Let Scorpion’s team of marketing and branding experts build you a custom library of curated photos and videos for your website and digital advertising campaigns.
The Power of Effective Branding for Your Personal Injury Law Firm
A strong brand helps your firm stand out, making it the first choice for those in need of personal injury legal services. By creating a reliable and trustworthy image, you will keep your firm top-of-mind when clients need legal help.
Not sure how to get started? Schedule time to talk about Scorpion’s brand strategy services.
