Attorney Branding or Firm Branding – Which is Better For the Firm

When a person has a legal issue that needs solving, and they search for help, they usually get hundreds to thousands of results. The competition in the legal industry is insane. But do people search for a law firm or an attorney to provide a solution? The answer to that question reveals whether you should focus more on law firm branding or attorney branding.

Law Firm Branding or Attorney Branding — What’s the Difference?

Law firm branding refers to the unique identity you create for your legal business. It encompasses your firm’s name, logo, fonts, colors, and styling. Beyond the aesthetics of your brand, it also represents your firm’s experience, expertise, and values in a way that differentiates it from other firms in its market.

Attorney branding is more personal. An individual attorney may not have their own logo (some do), but they can develop a brand that also represents their own unique set of expertise and values. For example, you might emphasize your commitment to personalized service or the fierce pursuit of justice.

Law Firm Branding vs. Attorney Branding — Which is Better?

Every law firm should have a legal branding strategy. But that doesn’t necessarily mean your firm’s identity is more important than the branding of its individual attorneys. After all, people overwhelmingly hire lawyers to solve their legal matters, not law firms.

Consider some of the most famous criminal defense attorneys of our time — Johnnie Cochran and Leslie Abramson. If you were charged with a serious crime and had the means to hire anyone, you’d probably gravitate toward these names because they’ve built a reputation as being “the best.” However, you probably have no idea what law firms they’re affiliated with.

Top attorneys build trustworthy, resilient “brands” that exist separately from their law firms. When people ask for recommendations from others, they usually get the name of an attorney, not a firm. If that attorney is a member of your law firm, your legal practice still benefits from the referral.

So, which is better, law firm branding or attorney branding? The answer is that you should pay attention to both. However, putting in the work to build strong personal attorney brands will help set you apart from the competition and grow your business long-term.

How Lawyers Can Build Outstanding Personal Brands

Developing trustworthy personal attorney brands will make a positive contribution to your law firm’s online reputation. If you’re a solo practitioner, your law firm’s brand and personal brand will be one and the same.

Establishing a trustworthy brand involves more than just talking repeatedly about how great you are. In fact, doing this isn’t an effective strategy. If you want to stand out in a crowded market, here are some ways you can build lasting and successful personal legal brands:

1. Identify Your Brand Identity
   This is probably one of the most important steps because its results drive the rest of your decisions. The first thing you need to do is take some time to hone in on who you are as a lawyer and how you wish to be perceived. Do you want to be viewed as compassionate, a bulldog, thorough, or something else?
2. Develop a Brand Statement
   Create a concise branding statement covering your expertise, values, and commitment to serving your target audience. It should specify your legal practice area(s) and the unique qualities you bring to the table.
3. Build Your Online Presence
   You should have online spaces dedicated to personal attorney branding. This can include individual attorney pages on the law firm’s website, social media profiles, an optimized LinkedIn profile, a YouTube channel, and a separate blog.
4. Establish Thought Leadership
   Individual attorneys can being establishing thought leadership by posting regular blog posts and writing guests posts on reputable legal blogs. There are other opportunities for building name recognition, such as creating podcasts and webinars and participating in legal conferences.
5. Manage Your Online Reputation
   It’s not enough to post content online and wait for positive results to materialize. You have to manage and nurture your online reputation. For example, it’s essential that you regularly monitor social channels for mentions of your name and engage with users or respond to appropriately to online feedback. When you receive professional endorsements or positive testimonials, use them as marketing tools to showcase your success.

Potential Challenges to Consider in Legal Branding

While the importance of legal branding is indisputable, many law firms struggle with implementing a successful branding strategy due to some potential challenges. Here are a few of those obstacles and how you can overcome them:

Failing to Adhere to Legal Marketing Regulations

The legal industry has strict ethical regulations designed to protect the integrity of the profession and the public’s rights. It’s critical your firm and its attorneys comply with all applicable ethical guidelines and laws in its marketing and branding efforts.

Neglecting to Get Internal Buy-In

Whether your law firm has 20 lawyers or two, building a strong online reputation requires the buy-in and commitment of everyone from junior associates to senior partners. Every member of the team must understand the importance of developing a trustworthy brand.

Not Posting Consistent and Engaging Content

Building an engaging online presence can be time-consuming, especially when you are busy serving your client’s needs. If your attorneys don’t have time to post consistent, engaging content, it’s a good idea to work with a dedicated marketing team.

Connect with Too Darn Loud Legal Marketing Today

Developing and nurturing your law firm’s online reputation is critical. However, the same is true for every attorney at your firm. You can elevate your law firm’s visibility and overall results by focusing on your attorney’s individual brands and reputations.

Whether you’re a solo attorney or a firm with many lawyers, a proper approach to branding can build the awareness and trust you need to attract new clients. At Too Darn Loud Legal Marketing, we will use our experience to help you create a strong online reputation. Contact us today to learn more about how we can help your firm succeed.