There are several important reasons to brand your firm

 
Branding is essentially finding what is unique about your firm, then codifying it, standardizing it and communicating it consistently to your clients, prospects and the community you serve.

You may have never thought about the unique qualities of your firm before now, but even if this is the first time, you can probably come up with a couple good ideas almost immediately. The fact is, your firm is unique and the process of branding – and marketing your brand – is what will make it stand out from the herd.

There are several reasons for you to actively create a brand for your firm instead of just letting it passively develop on its own.

First, you – and the other members of the firm – probably have a good idea of your firm’s “personality.” You may not think of it in those terms, but all businesses develop a personality as a result of the owners’ and employees’ characters and the “corporate culture” that develops. Branding is a great way to define and manage that personality to benefit the firm.

In addition to how you see your firm from the “internal perspective” there is also the “external perspective” which is how it is perceived in the marketplace. Sometimes, the views are remarkably similar. If that’s the case, you’re already doing a good job of branding – whether you planned it or not. But if those views are different, you may be suffering from what is known as “brand schizophrenia” and you’ll need to make a concerted effort to clearly define your firm’s brand and then actively promote it to avoid confusing your clients, prospects and even your staff.

If your internal and external views are in sync, take advantage of it. Define your firm’s brand and document it so everyone understands your core values and personality. If you’re suffering from a little brand schizophrenia, now’s the time to get it under control and decide what your firm stands for.

Second, a clearly defined brand provides a template to help employees understand the firm’s values, which in turn affects their performance on the job and their interactions with clients and prospects.

Third, it also makes it easier for everyone to clearly communicate those values to others, thus promoting your firm.

Fourth, branding will help you create a unique and consistent image of your firm that is not dependent on any individual’s personality or changes in the marketplace. Just as a rancher’s integrity is communicated by his brand, your firm will stand above the crowd because of the unique identity you’ve created for it.

Fifth, as you contemplate the number of non-billable hours spent on the business side of your practice, you may be wondering why you can’t just tell people what to believe and let it go at that. Unfortunately, those days are gone forever – if they were ever really here at all. Today, there is simply too much information available and too many channels of communication.

Anybody with a computer, Internet access and some inexpensive software can wreak havoc on your firm’s reputation. And once information is in the public domain – whether it’s true or not – it’s there forever to haunt you.

You can defend your firm – without stooping to the level of your attackers – by creating and promoting a strong, positive brand and by being aware of the latest technology, incorporating it into your marketing plan and using it to positively promote your firm.

Finally, all of us have become resistant to the constant bombardment of advertising. Mike Moser observed in United We Brand, “…we’re becoming a powerful strain of street-smart, marketing immune, super-consumers.”

Look at the decline in brand loyalty and the decreasing effectiveness of all forms of advertising. Comparison shopping has never been easier. Everything – even law – has become a commodity, unless you can differentiate yourself and rise above your competition. Your core values will do that in a way no promotion, logo or tagline ever will.

Brand successfully and everything about your firm will resonate with the consistent message of who you are.

Set your goals first and plan for success

 
A good business plan doesn’t have to be complicated. In fact it’s better if it’s not. A simple plan is far easier for you and your staff to understand, embrace and implement.

The first step is to clearly define your goals for the practice. Like a trip, if you know where you want to go, planning how to get there is much easier. You don’t have to worry about a passport and flights to Paris if you’re going to Hawaii.

As you do this, also consider the possible consequences of your success. They can create as many problems for the firm as failure can.

If you bring in ten new clients next year, what are the consequences of your success? Will you have the attorneys to handle the additional work or will you have to hire more? Will you have to rent more space, buy more office equipment, or increase your computer network capacity? Will you need additional support staff, an office manager or an IT person? Will the additional revenue from the new clients cover the additional expenses?

As you work out your plan, many of these potential pitfalls will become apparent. Being successful is a great problem to have, but you need to be prepared for all the new challenges it can bring.