At Mark’s marketing firm, GNGF, they are very proactive about thinking about their brand and how their agency is perceived. They’ve put a lot of thought into who their ideal client is, what makes them the best for that client, and what perceptions and feelings they want clients to have about working with them. When working with their law firm owner clients, they help them think through all of these things for their own firms.
Because of this amazing depth of experience, Mark is teaching us all about branding in today’s episode.
Oftentimes, when somebody says the word branding, they’re just thinking about a logo, font, letterhead, or even their firm’s name. However, branding is so much more than that. Entrepreneur.com defines it this way: “Your brand is the sum total of your customer’s perceptions, notions, and experience. It’s the face, personality, and values espoused by your business and everything in between.”
So, tune in to this episode and you’ll learn all about law firm branding, how to build a brand platform, and, once you have all this in place, what you should do with it.
- What law firm branding really is.
- Various questions to ask about yourself and your firm to discover your brand.
- How to figure out your values.
- How to determine your ideal client’s demographics and experience.
- How to analyze your competition and what differentiates your firm from them.
- How to craft your brand platform and what to do with it after you’ve created it.
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- Go back and listen to the questions I posed to help identify points around your USPs, Values, and ideal clients.
- Document those USPs, Core Values, and Ideal Clients in one place. We often use a PowerPoint template but any central place where these are defined is great.
- Don’t forget to think about your ideal client’s specific situation, concerns, and fears and document how your firm’s USPs and values support the client in those situations.
- Share your brand platform with the whole team and your vendors, especially your marketing team.
- Look at the processes you have created for your firm and see if these processes support your ideal client’s situation, concerns, and fears. Additionally, reinforce your Unique Selling Points and differentiators.
If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know I sent you.