Establishing your brand

Written by Cutcher & Neale Accounting and Financial Services | 28 February 2022 11:53:44 PM

Traditionally we tend to think about marketing as simply advertising, but building your legal practice’s brand and marketing efforts is much more than just advertising.

A brand is the perception of a customer or client of your practice, so that includes your name and logo but also much more – it’s your reputation.

A successful brand has to be consistent in communication and experience, across many applications:

Environment (your rooms)
Print collateral, signage and packaging
Website & digital marketing
Content publishing
Customer service and experience
Internal communication and culture

Building a brand will not happen overnight, and requires a strategy coupled with on-going effort to build and cement your brand within every aspect of your practice.

Here is an overview of the main steps to building your brand:

Research your target audience and your competitors.
Select your purpose, values and personality.
Choose your brand name.
Choose the look of your brand (colours, logo and font).
Apply your branding across your practice.
Market your brand – bring awareness through strategic communication with your target audience.

Marketing is a long-term game, and by no means a set and forget strategy, so ensure you’re regularly reviewing all aspects of your brand and marketing implementation to stay on track as your practice grows.

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