What Lawyers Need to Know about Law Firm Branding – And Why It Matters

As a legal marketer, I’ve seen it all. Requests from lawyers for custom logos, custom business cards, custom colors, custom fonts, custom email signatures, custom taglines, custom videos, custom websites…all outside the firm’s brand standards. It drives me—and the in-house marketing teams—batty.

But as a business development coach and strategist? I get it.

Lawyers are given mixed signals. They are told to get out there and make a name for themselves. Build a reputation and stand out. Build a personal brand.

And when we think of branding, what comes to mind? Nike with the swoosh. Coca-Cola with the classic red. McDonalds with the yellow arches and the “I’m lovin’ it” ditty. Apple with the, well, apple. We think of logos and colors. Slogans and jingles.

So how is a lawyer supposed to stand out in a sea of competitors? And—just as important—how are they supposed to stand out in their own firm? How are they supposed to build a distinct personal brand?

Thus, the endless requests to customize, alter, or even eschew their firm’s brand.

But *spoiler alert*: this is a mistake.