Evaluating Your Law Firm Brand Health

Your law firm's brand is much more than just its logo and website. It's the overall perception of your firm in the minds of your clients and potential clients. As such, it's important to regularly evaluate the health of your brand to ensure that it is accurately reflecting your firm's values and mission and that it is effectively attracting new clients.

Here are a few key factors to consider when evaluating the health of your law firm's brand:

1. Reputation Management

What do people say about your law firm when you're not in the room? Your firm's reputation can be influenced by factors such as the quality of your legal services, the level of customer service you provide, and your overall professionalism. It's important to regularly monitor your firm's reputation and address any issues that may arise.

Read more: How Positive Client Reviews Can Boost Your Law Firm's Visibility, Trust, and Referrals

Here are a few ways to evaluate the reputation of your law firm's brand:

Monitor online review platforms

Sites like Google My Business, Yelp, AVVO, and Martindale-Hubbell allow clients to leave reviews of your firm. These reviews can provide valuable insights into your firm's reputation and can help you identify areas for improvement.

There are a few key ways that law firms can monitor online review platforms:

  1. Set up alerts: Many review platforms allow users to set up email or text alerts for new reviews. This can help law firms stay on top of new reviews as they are posted and respond promptly.

  2. Regularly check review platforms: It's a good idea for law firms to set aside time on a regular basis to check review platforms such as Google My Business, Yelp, AVVO, and Martindale-Hubbell for new reviews. This could be weekly or monthly, depending on the volume of reviews that your firm receives.

  3. Use review management tools: There are a number of review management tools available that can help law firms monitor and manage their online reviews. These tools often allow firms to track reviews from multiple platforms in one place, respond to reviews, and analyze review data to identify trends.

By regularly monitoring online review platforms, law firms can stay on top of their online reputation and take steps to address any issues that may arise.

Ask for client feedback

Reach out to clients directly to ask for feedback on their experience with your firm. This can be as simple as sending a survey or setting up a meeting to discuss their thoughts.

There are a few key ways that law firms can ask for client feedback:

  1. Send a survey: One of the easiest ways to ask for client feedback is to send a survey. This could be an online survey using a tool like Google Forms or SurveyMonkey, or a paper survey mailed to clients. Make sure to include a mix of open-ended and closed-ended questions to get a well-rounded understanding of client opinions.

  2. Set up a meeting: Another option is to schedule a meeting with clients to discuss their experience with your firm. This could be a face-to-face meeting or a phone call, depending on the preferences of your clients. Make sure to allow ample time for clients to share their thoughts and to listen actively to their feedback.

  3. Utilize review platforms: Many review platforms such as Google My Business, Yelp, AVVO, and Martindale-Hubbell allow clients to leave reviews of your firm. Encourage clients to leave reviews by providing them with information on how to do so and highlighting the importance of feedback.

By regularly soliciting client feedback, law firms can get valuable insights into what clients like and dislike about their services and identify areas for improvement.

Monitor social media

Keep an eye on what people are saying about your firm on social media platforms like Facebook and Twitter. This can provide valuable insights into your firm's reputation and can help you identify any issues that may need to be addressed.

By regularly monitoring your firm's reputation and taking steps to address any issues that may arise, you can ensure that your law firm's brand is accurately reflecting the values and mission of your firm.

2. Differentiation

What sets your law firm apart from the competition? It's important for your brand to clearly communicate the unique value that you offer to clients. This could be a particular area of expertise, a specialized approach to legal services, or a commitment to exceptional customer service.

Here are a few ways to evaluate the differentiation of your law firm's brand:

Analyze your competition

Take a look at other law firms in your area and consider what sets your firm apart. This could be your focus on a particular area of law, your use of technology in your legal practice, or your commitment to providing personalized service to clients.

Assess your messaging

Look at the messaging on your website and marketing materials. Does it clearly communicate the unique value that your firm offers to clients? If not, consider revising your messaging to better differentiate your firm from the competition.

Here are a few key steps for a law firm to follow when revising their messaging to ensure consistency and cohesiveness:

  1. Determine your brand values and mission: Before you start revising your messaging, it's important to have a clear understanding of your firm's values and mission. This will help to guide the development of your messaging and ensure that it is consistent with your overall brand.

  2. Review your current messaging: Take a close look at the messaging on your website and marketing materials. Is the messaging consistent and cohesive? If not, consider revising it to better align with your brand values and mission.

  3. Create a brand messaging strategy: Develop a clear, concise brand messaging strategy that outlines the key messages that you want to communicate about your law firm. This could include your areas of expertise, your approach to legal services, and the values that guide your practice.

  4. Implement your new messaging: Once you have developed your new brand messaging, it's time to start implementing it. This could involve updating your website and marketing materials, revising your social media accounts, and ensuring that your messaging is consistently presented across all channels.

By following these steps, law firms can revise their messaging to ensure that it is consistent, cohesive, and effectively communicates their values and mission.

Solicit feedback from clients

There are a few key ways that law firms can ask for client feedback:

  1. Send a survey: One of the easiest ways to ask for client feedback is to send a survey. This could be an online survey using a tool like Google Forms or SurveyMonkey, or a paper survey mailed to clients. Make sure to include a mix of open-ended and closed-ended questions to get a well-rounded understanding of client opinions.

  2. Set up a meeting: Another option is to schedule a meeting with clients to discuss their experience with your firm. This could be a face-to-face meeting or a phone call, depending on the preferences of your clients. Make sure to allow ample time for clients to share their thoughts and to listen actively to their feedback.

  3. Utilize review platforms: Many review platforms such as Google My Business, Yelp, AVVO, and Martindale-Hubbell allow clients to leave reviews of your firm. Encourage clients to leave reviews by providing them with information on how to do so and highlighting the importance of feedback. Visit my guide for more information on leveraging client reviews for better Search Engine Optimization

By regularly soliciting client feedback, law firms can get valuable insights into what clients like and dislike about their services and identify areas for improvement.

3. Consistency

Does your law firm's brand consistently convey the same message and values across all channels? It's important to ensure that your brand is consistently presented across your website, social media accounts, marketing materials, and other touchpoints with clients. This helps to build trust and credibility with potential clients.

Here are a few ways to evaluate the consistency of your law firm's brand:

Audit your branding

Take a comprehensive look at your law firm's branding across all channels. Are your logo, color scheme, and messaging consistent across all touchpoints? If not, consider updating your branding to ensure consistency.

Here are a few key steps for law firms to follow when auditing their branding:

  1. Gather all of your marketing materials: This includes items such as your website, business cards, brochures, and any other materials that you use to promote your firm.

  2. Review your branding elements: Take a close look at the visual elements of your branding, such as your logo, color scheme, and typography. Are these elements consistent across all of your marketing materials? If not, consider updating your branding to ensure consistency.

  3. Review your messaging: Look at the messaging on your website and marketing materials. Is the messaging consistent and cohesive? Does it effectively communicate your brand values and mission? If not, consider revising your messaging to ensure consistency and cohesiveness.

  4. Check for gaps: Are there any channels or touchpoints with clients where your branding is not being consistently presented? If so, consider updating these channels to ensure consistency with your overall branding.

By regularly auditing your branding, law firms can ensure that their branding is consistent, cohesive, and effectively communicates their values and mission.

Review your messaging

Look at the messaging on your website, social media accounts, and marketing materials. Is the messaging consistent across all channels? If not, consider revising your messaging to ensure consistency and cohesiveness.

Here are a few key steps for a law firm to follow when revising their messaging to ensure consistency and cohesiveness:

  1. Determine your brand values and mission: Before you start revising your messaging, it's important to have a clear understanding of your firm's values and mission. This will help to guide the development of your messaging and ensure that it is consistent with your overall brand.

  2. Review your current messaging: Take a close look at the messaging on your website and marketing materials. Is the messaging consistent and cohesive? If not, consider revising it to better align with your brand values and mission.

  3. Create a brand messaging strategy: Develop a clear, concise brand messaging strategy that outlines the key messages that you want to communicate about your law firm. This could include your areas of expertise, your approach to legal services, and the values that guide your practice.

  4. Implement your new messaging: Once you have developed your new brand messaging, it's time to start implementing it. This could involve updating your website and marketing materials, revising your social media accounts, and ensuring that your messaging is consistently presented across all channels.

By following these steps, law firms can revise their messaging to ensure that it is consistent, cohesive, and effectively communicates their values and mission.

4. Target Audience

Is your law firm's brand effectively reaching and resonating with your target audience? It's important to regularly evaluate whether your brand is effectively attracting the types of clients that you want to work with.

Analyze your client base

Take a look at the types of clients that your law firm is currently serving. Are these the types of clients that you want to attract? If not, consider revising your brand messaging and marketing efforts to better reach your target audience.

Review your marketing efforts

Look at the marketing channels that you are currently using to reach potential clients. Are these channels effectively reaching your target audience? If not, consider revising your marketing strategy to better reach your desired clientele.

Solicit feedback from clients

Ask clients directly why they chose to work with your law firm and what attracted them to your brand. This can provide valuable insights into what resonates with your target audience and can help you refine your brand messaging accordingly.

By regularly evaluating the target audience of your law firm's brand, you can ensure that you are effectively attracting the types of clients that you want to work with.

5. Tips for Branding Your Law Firm

Before you start branding your law firm, it's important to have a clear understanding of your firm's values and mission.

What sets your firm apart from others in your industry?
What are your long-term goals and objectives?

Answering these questions will help guide the development of your brand.

Research your competition

Take a look at other law firms in your area and consider what sets your firm apart. This can help you identify opportunities for differentiation and inform the development of your brand.

Develop a brand style guide

A brand style guide outlines the visual elements of your brand, such as your logo, color scheme, and typography. This helps to ensure consistency across all touchpoints with clients and helps to establish your firm's visual identity.

Create a website

Your website is often the first point of contact that potential clients have with your law firm. Make sure your website is professional, user-friendly, and effectively communicates your brand values and mission.

Visit my guide for more information on building a law firm websiteĀ 

Utilize social media

Social media platforms like Facebook and Twitter can be powerful tools for building your law firm's brand and reaching potential clients. Use these platforms to share content, engage with followers, and establish your firm as a thought leader in your industry.

Visit my guide for more information on Social Media Marketing

Build relationships with clients and community

Building strong relationships with clients and being active in your local community can help to establish your law firm's brand and reputation. Consider hosting events, volunteering, or participating in local networking groups to help build your brand.

Conclusion

Overall, evaluating the health of your law firm's brand is crucial to the success of your marketing efforts. By regularly monitoring and addressing key factors such as reputation, differentiation, consistency, and target audience.

Article Written By Chris Lancaster

Chris Lancaster is a seasoned digital marketing expert with a passion for helping law firms acquire and retain clients. He has been providing his expertise in this field since 2014, and he is committed to building long-term partnerships with the law firms he works with. In fact, he still works with his very first law firm client from 2014. On average, Chris has worked with law firms for an impressive 4.5 years. His portfolio of successful projects includes partnering with The Watt Law Firm, Rivera Law, LLC, Krupp Law Firm, and many others.

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