Five Brand Building Tools Every Law Firm Should Evaluate Today - Then Ask Yourself: Is It Time to Re-Brand? By Paula Black


Marketing materials can encompass everything from business cards to brochures to signage and are often one of the most overlooked aspects in the day-to-day marketing of law firms. We understand that budgets are tight and time is short, so we’ve put together a list of five things every firm should evaluate on a regular basis. It shouldn’t take more than a few minutes to look them over and see what’s working and what needs to be adjusted.

1. Your Website

Forget the fancy flash animation, client sign-ins and blogs, does your website reflect your firm? Does the color palette reflect your firm personality? Is it clear and easy to read? Can a visitor go to the site and immediately understand who you are and what you do? If not, it may be time for an update.

2. Your Attorney Biographies

An easy way to update your materials is to spend an hour creating a short template that all attorney bios need to fit. No more 5-page biographies, keep the information short and relevant to the clients that attorneys are trying to land, not the ones they already have. And if it means cutting out a few highlights, so be it. Also keep careful watch on the personal aspects. It’s great to be involved in community organizations but limit them to those you are truly involved in on a regular basis, rather than in name only.

3. Your Business Cards

Business cards are a cheap and easy way to update your marketing materials. Even the most conservative firms can get a little creative when it comes to their cards. Think outside the box...turn them vertical if your logo allows, go for a 2-sided card so that your firm name (or logo) takes center stage on one side or even add a tagline for extra marketing message punch.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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