Skip to content

Our Privacy Statement & Cookie Policy

All Thomson Reuters websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.

Branding

Law firm branding: Incorporating personality and storytelling

As consumers, we’re constantly making judgment calls about products and services we purchase. While flashy packaging and catchy slogans may convince someone to purchase a tube of toothpaste, the bar is usually a lot higher for attorneys and law firms trying to win over potential clients.

But even without a flashy product, you can still influence potential clients to choose your firm over competitors. How? Sway them by focusing on one of the most overlooked strategies: your law firm’s branding. To distinguish yourself from other firms in the legal marketplace, it’s important to understand what branding is, why it matters, and how to use storytelling to showcase personality within your branding.

What is branding, and why does it matter?

Branding is a large part of marketing your law firm. Ultimately, it is what consumers recognize and perceive from your marketing activities. Your law firm’s branding should be memorable and consistent to encourage clients to view your brand positively. If done right, focusing on your branding can:

  • Set you apart from competitors: The legal marketplace is crowded. Branding helps showcase what makes you unique, making your organization stand out.
  • Help potential clients find your firm: To a consumer, there’s an overwhelming amount of law firms to choose from. People will recognize your firm more easily when your branding is consistent and memorable.
  • Make a connection with potential clients: Branding fosters emotional connections with consumers. This is important because, according to Harvard Business Review, consumers are more likely to support a brand they have a connection to.

The benefits of branding are great, but the challenge is knowing how to set yourself apart from others. One way to do so is by including more personality into your firm’s branding efforts.

Branding your law firm with storytelling

To incorporate more personality into your brand, use the storytelling method. Forbes claims that storytelling helps you stand out because it creates a deeper connection with consumers. Providing unique details about your law firm is one way to use the storytelling strategy. To tell your firm’s narrative, start by thinking about:

  • The community and clients you serve
  • Core principles your firm was founded on
  • Organizations you support
  • Pro bono work
  • Languages the office speaks
  • Pets or office mascots

Once you’ve outlined those details, connect this to why your firm exists in the first place. The connection creates a coherent story that clients might identify with. This encourages clients to call you, and not your competitor.

Telling your personal story

The traditional attorney bio includes where you went to school and professional awards. While these are great accomplishments, the average client doesn’t see this information as compelling. Instead, use the storytelling method to show clients who you are. Some things to include in your bio could be:

  • Hardships that shaped your life
  • What is important to you
  • What drives you
  • Why you went into the legal field
  • How you approach your job

The attorney bio is another opportunity to connect with a potential client and brand your firm. You seem more approachable and authentic when including personal details. This will help you win over clients who are in a difficult situation. Additionally, your attorney bio demonstrates the values and qualities of the firm. Showcasing how you contribute to the firm continues the organization’s story and creates consistent branding.

Branding is an important part of your law firm’s marketing strategy. By showcasing your firm’s personality through the storytelling method, you will be able to distinguish yourself from other firms and attract potential clients. Since personality isn’t the only aspect of branding, discover other ways to stand out by downloading our white paper, Marginalizing your most valuable asset: What attorneys don’t understand about brands.

More answers