1. How a Small Firm Can Make a Big Splash
My Firm Did and so Can You

2. How Can You Stand Out?
Unfortunately, a lot of law firm marketing looks the same.
The key is to create an identity so you don’t get lost in the sea of sameness.

3. Build Your Brand
Strong
Brands
get
noticed.

4. What is a Law Firm Branding?
Your Name
Your Look
What You Say About Yourself (Your Promise)
How You Say It
How Others Perceive You

5. Your Name The shorter your name, the better.
Clients tend to abbreviate long or complicated firm names.

6. Your Look
Logo
Typography
Icons
Colors

7. What You Say About Yourself
What is your Point of Difference?

8. How Others Perceive You
From the person who answers the phones to the invoice that arrives in the mail- each touch point builds the Brand.
What does the clients’ experience tell them about your Brand?

9. How We Did It:
Our Logo

10. How We Did It: Our Tone
Tone: Confident and assured but often with a tongue-in-cheek wink

11. How We Did It: Our Positioning
Estes Thorne & Carr Positioning:
For businesses and individuals who seek the experience and expertise of big-firm trial lawyers and the responsiveness and efficiency of a boutique firm.
The representation you want… from lawyers you want to work with.

12. How We Did It: Our Ads

13. How to Build Your Law Firm Brand
The Basics:
Logo
Positioning
Tone of Voice
Perception
Staff
Office
Marketing
Affiliations

14. The Basics Logo Positioning Voice Perception Invest in a professional.
Who do want to target and how can you be relevant and compelling to them?
Voice
What sounds comfortable to you?
Perception
Seek input and insights from those that know you best.

15. BRAND ATTRIBUTE ASSESSMENT
Look in the Mirror
What do you see?
Brand Attribute Assessment
BRAND ATTRIBUTE ASSESSMENT
Contemporary or
Traditional
Established
Emerging
Formal
Informal
Outgoing
Reserved
Structured
Unstructured
Independent
Collaborative
Adventuresome
Safe
Out front
Behind the scenes

16. Your Staff
How are they “Living the Brand” and delivering on the promise?

17. Your Office
How does your space reinforce what you say you are and what you hope to be?

18. Your Marketing Website - the center of all your marketing efforts
Business Cards & Office Documents
Social Media Platforms
LinkedIn; Facebook; Twitter; YouTube; Blog
Thought Leadership/Sharing your Content
Marketing budgets and Ad buys

19. Your Affiliations
Groups and Organizations you join

20. Good Luck!