Legal Advertising – Building Your Brand

Legal Advertising used to be frowned upon, but that’s no longer the case. When each market only had a handful of law firms available, word of mouth was enough to keep a law firm thriving. But today, there are hundreds of lawyers in every market across the country. It’s crucial for your law firm to rise above the noise to capture and educate your target audience as to why you’re the firm they should call. Here’s what they want to know:

  • Who are you?
  • What do you stand for?
  • Do you win?
  • How much does it cost?
  • Are you the kind of lawyer I need?
  • Are you the kind of lawyer I WANT?
  • Do you have the right kind of experience?
  • How do your prior clients feel about working with you?
  • How will I feel working with you?

If you can explain your brand, you can sell your brand.

The hardest thing for most advertisers to remember is that, in many cases, they aren’t their audience. Along with narrowing down what you want to say, added attention needs to be paid in crafting how you say it, so that your message resonates with a diverse audience. That requires a multi-tiered approach based on language, creative, talking points and platform. There is no single solution that will work everywhere for everyone.

If you can sell your brand, you can sell your services.

Legal advertising isn’t like traditional product advertising, so exceptional data-based media strategy and memorable creative is key, because a strong, complementary media and creative presence doesn’t just sell a service or a product. It sells your brand…and the services your brand provides. Nobody plans on being in an accident or facing legal issues, so keeping your law firm top of mind in case you ever are needed is critical. Ultimately, advertising is brand support; it’s the visuals, the voice, and the power behind your brand. It can position your firm as a trusted ally and resource, ready to provide support when needed most.