Branding

This is FindLaw's Law Firm Management Center's collection of free articles on Branding. Branding your law firm is the legal marketing equivalent of carving out a niche practice. There are established and non-traditional ways to brand and position your law practice. Start your research with FindLaw.
Branding Articles
    • The Advantages of Having a Niche Law Practice
      Provided by Sara Holtz of ClientFocus

      My son broke his arm on the last day of school (while in math class--don't ask!). I spent three hours on the phone trying to find an available orthopedic surgeon to put a cast on it, even though my son's pediatrician told me that her physician's assistant could easily handle it.

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    • Establishing Your Brand in the Law Firm Marketplace
      Provided by West Group
      Everybody strives for brand recognition. Few actually achieve it. While the practice of law falls under that mysterious "professional services" category, it does not mean we cannot try to achieve recognizable "brand" status in the industry. The art of branding is not for every attorney or law firm, but if you have the right "product" and the right "approach", you too can benefit from establishing a brand.

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    • Making Contact: The Importance Of Networking
      Provided by Michael M. Smith of Association of Legal Administrators
      During the past decade law firms have experienced significant change. Things just aren't the way they used to be. During better times, business was easier to acquire and maintain. Client fee sensitivity, competition, specialization, and poor public image have made the practice of law much more difficult. It requires much more effort to manage and sustain a successful law practice.

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    • Why a Down Market is the Right Time to Brand
      Provided by
      Since the markets turned bearish, the first instinct for many law firms has been to clamp down on marketing dollars. We're told that branding -- gaining a place in the minds of buyers -- always takes years and costs tons of money. So now is a bad time to embark on a branding program. Right? Wrong!

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    • It May Be Time for a New Marketing Strategy
      Provided by Sara Holtz of ClientFocus
      You don't change your horse mid-race is good advice for jockeys, but perhaps not as good for lawyers looking to take their practices to the next level. As you move through the course of your career, you may "outgrow" marketing activities that served you well in the beginning.

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    • Developing Markets In a Shrinking World
      Provided by Jay D. Strother of Association of Legal Administrators
      Walt Disney didn't know what he started. Long before the era of faxes, on-line bulletin board systems and the Concorde, an attraction at his theme park had dolls dressed in costumes from many lands singing "It's a Small World." With the advent of new technologies and changes in the global market, a more timely phrase can now be coined:It's an even smaller business world.

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    • The Importance of Law Firm Web Site Design
      Provided by FindLaw of LawyerMarketing.com
      Ten years ago, the typical person opened the Yellow Pages to find legal help. Today, most prospects go online. From their perspective, your Web site is your law firm - their first, most lasting impression of who you are, what sets you apart and how well you can meet their needs.

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    • Law Firm Business Development: Ask Don't Tell
      Provided by Sara Holtz of ClientFocus
      When I ask clients what their biggest challenge in business development is, they commonly say, "Asking for business." And yet, when they are trying to land a new client, they forget about the "asking" part and focus on the "pitching" part.

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    • Making the Most of Networking Events
      Provided by Sara Holtz of ClientFocus
      Here are nine tips for transforming networking events into a business development tool.

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    • Watch What You Say About Yourself
      Provided by Larry Bodine of Larry Bodine
      It makes a difference how you present yourself -- in person and online. Accordingly, lawyers make sure their appearance is businesslike, their stationery reflects their firm, and their business cards include all their key contact information. Lawyers should also devote the same attention to their bios online.

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    • Beyond Brochures: Marketing Through Print Advertising
      Provided by Ritchenya A. Shepherd of ABA Journal
      The ad for a Philadelphia law firm shows a father and mother with two children superimposed on a blurred background of flames and smoke. "Our prowess in fire and insurance litigation has been equaled by our skill in estate planning and family law. The fire is spreading," the copy reads.

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    • Branding and Other Useless Legal Marketing Activities
      Provided by David Maizenberg of FindLaw
      The 'big, new ideas' out there are neither big nor new. Legal marketing is just now falling prey to the marketing gimmickry that plagued California start-up companies in the nineties.

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    • Turn Technology into Competitive Marketing Advantage
      Provided by Lawrence M. Kohn and Lisa Ellis of Association of Legal Administrators
      The good news is that rainmaking will always require good, old-fashioned human relationships. The better news is that technology offers new tools that make marketing easier, faster, more effective, less expensive, and more.

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    • Thomson West Names Vice President of Central Marketing
      Provided by Editorial Staff of FindLaw
      Mark Schiff has joined Thomson West, the leading provider of integrated information solutions to the U.S. legal market, as vice president of Central Marketing -- a new organization focused on identifying, launching and marketing cross-segment products, practice areas and initiatives.

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    • Do You Have A Marketing Habit?
      Provided by Sara Holtz of ClientFocus
      Have you done any marketing yet this week? If not, that's probably because you haven't yet created a marketing habit.

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