What is a law firm brand?
In a word, a brand for a professional services firm is about its reputation.
How do you describe your firm? How do your competitors talk about you? Most tellingly, what do your own clients say about your services?
What does a law firm brand do?
- Sets you or your firm apart from others.
Creates a promise supported by a core message.
- Tells a prospect immediately of the benefit of working with your firm.
We enjoy creating Unique Services Propositions (USP) together with our clients. This process involves digging in deep and articulating your best qualities and features.
We've taken some of the principles outlined in Randy Shattuck's white paper on the Professional Services Brand and adapted them to creating a law firm brand.
A law firm brand consists of:
Unique Services Proposition (USP):
Value. How have you helped clients to take advantage of opportunities or avoid liability?
Results. What do you do to achieve better results than your competitors?
Creative Solutions. How do you craft them?
Individual Partners. What is different about you?
Industry specific. Position yourself as advisor to a specific industry or business.
Client Feedback. What do clients say about you?
A Formula for Creating a Unique Services Proposition (USP)
Know what solves your prospect’s greatest problem and articulate it.
"If you're trying to persuade people to do something, It seems to me you should use their language, the language in which they think."
- David Olgivy