I am hooked on the word REMARKABLE?
It is one on of those words which evinces of something outside our normal thinking.
Law firm branding is not founded on any science. It has grown by accident. And for most partners it is just there.
In many ways, it does no more than provide a roof over their heads.
Brands are fixed in our minds based on:
- Humour; and
For many law firms they have looked at 1 but beyond that…?
A lot of partners think that their brand carries enormous weight but, in truth, save at the top end, it makes very little difference to the demand for your services.
It is as old as the Hills but people buy from people, and when it comes to your brand, your clients associate with a individual persona more than they do your brand. Some firms are of course associated with certain types of work but, for a great many, they have never stopped to consider what their brand represents.
If you need to understand the brand issue then start with the Why question (See Simon Sinek’s excellent TEDx talk below)?
Why your firm as opposed to your competitor?
Or better still: how do you define the firm beyond simply providing legal services?
“What makes us unique?”
Previously, your brand was defined by the size of your advertising spend. He who spends most wins! Of course, that message was not lost on some practices who took it to heart with ever bigger advertisements in the Yellow Pages, banner advertising and sponsorship deals. In short, it was all about getting eye-ball numbers.
And then … the internet h-i-t.
Firms continued with the same modus operandi.
They built their website and expected people to come. Of course, in the early days when there was scarcity in the development and technology, firms took the view that the more developed the site the more it would leverage the brand.
Things have moved on considerably.
Everyone has a website.
But what of your brand?
To be remarkable you have to stand for something (not making more money), make it happen and in the process change the perception of your target market.
As I have said before, your brand is your DNA. Stop being fixated with your logo, the colour of the latest brochure and your business cards.
Your brand has no beginning and no end. Everything about the firm is your brand. With the advent of Web 2.0 your brand has a greater chance to make an impression through your Raving Fans than it does through a radio or TV advert.
And that is where REMARKABLE comes into its own.
In order for your brand to become synonomous with something give the market something positive to remark on.