The Difference Between Law Firm Branding and Marketing

So, you’re looking to brand your law firm. Market your law firm? Maybe both?

If you’re unsure, you’re certainly not alone. Many lawyers may not know the difference between branding and marketing their firm, and for good reason. Between dealing with clients, running to court, and drawing up paperwork, it can be hard to find the time to learn all the ins and outs of building a business.

We know that lawyers are busy people, so we’re not going to give you a highly technical, in-depth analysis of these concepts. Instead, to help you out, we’ve put together a quick guide to the difference between law firm branding and marketing. Take a look at our overview below.

What is Law Firm Branding?

In a nutshell, law firm branding is about defining who you are as a business. It tells your clients what they can expect from you, and what kind of experience they’ll ultimately have if they choose to work with your firm. 

More than just rattling off a list of services, branding is about appealing to your potential clients’ emotions. If you’re unsure about your law firm’s brand, try answering the following questions.

• What inspired you to become a lawyer?
• Why did you create or join this firm in particular?
• Why did you choose this field of law and/or target audience?
• What’s your firm’s mission statement, values, and core principles?
• How would clients describe your firm?
• What makes your firm different from the competition?

After you’ve come up with your answers, share them with the other lawyers at your firm and see if they have any feedback. You want to make sure you’re all on the same page when it comes to your brand, as it’ll help inform your marketing efforts now and in the future.

What is Law Firm Marketing?

If branding tells potential clients who you are, then marketing is how you get that message out there. Law firm marketing is all about the strategies, tools, and processes you use to deliver your brand’s message to your target audience.

Unlike your brand, your marketing strategies may change over time. What works at the moment may not be as effective a year from now, so it’s important to keep up with the latest marketing trends. 

For example, those looking to spread the word about their brand these days may want to focus their efforts on digital marketing, as one study found that nearly 37% of clients use a search engine to find a lawyer. Currently, some popular digital marketing methods include:

• Search Engine Optimization (SEO)
• Pay Per Click (PPC)
• Content marketing
• Social media marketing

You may even consider using these alongside more traditional marketing methods to further increase your reach. People still watch television, listen to radio, and read newspapers and magazines, so you may want to take advantage of these as well if there’s room in your marketing budget.

What’s the Difference Between Law Firm Branding and Marketing?

To sum up, law firm branding is about defining who you are as a firm, and law firm marketing is how you get that message across to potential clients. You can’t have one without the other if you want to be successful, so choose your branding and marketing wisely.

Need some help with the marketing side of things? Contact Legal Verb today for all your legal content services and blog writing needs.