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Branding: The basics

29 October 2015

In our previous articles we looked at how conveyancing firms need to be constantly communicating with all role-players in every transfer in order to stay top of mind long after your transfer file has been closed. Whenever you reach out to your target market, you are doing more than providing information or selling a service – you are developing your brand.

Strong, effective branding is absolutely essential for your practice to succeed as a profitable business. It not only differentiates you from your competition by underpinning your entire corporate identity, but it also communicates to your target market exactly who you are.

Branding should underlie all your marketing efforts – it is the expression of your firm’s identity and its services. As an attorney your reputation and your relationships are your greatest assets. They should be conveyed visually through your brand, with your logo as the centrepiece.

Let’s look at some of the key branding points you should consider when assessing your marketing strategy –

Define who you are
Make sure that that your logo and colour scheme accurately depict the character of your firm and your practice areas.

Is your firm modern and exciting, fully Internet capable? Is it also highly professional and qualified? Does it have a solid track record of competency and high service levels? Are you specialists or do you offer a wide range of services? Your branding should convey all that and more - visually, powerfully and repeatedly.

For example, if your focus is predominantly on conveyancing, a property theme might be more appropriate than say a gavel and the scales of justice, which would be typical of a more generalised practice.

Stand out, be bold
Never forget that marketing is always done in a competitive environment, and differentiating yourself is key to staying top of mind. Take a look at what your competitors are doing. Which ones stand out to you? Make sure that your imagery is engaging, that your colours work well, and most of all that your branding is memorable.

If you’re considering rebranding, here is a great article on how five U.S. law firms designed their logos to stand out from the pack.

Keep consistency across all your marketing channels
When marketing, using multiple channels dramatically increases the effect your branding has on your audience and will increase engagement. Why? Because of a concept we keep mentioning in these articles – spaced repetition. When you see a company’s branding at spaced intervals, it enters into your subconscious. By varying the mediums in which your audience sees your branding, it becomes even more effective.

On the other hand not having consistency throughout your marketing materials (your website, newsletters, social media, GhostConvey communications, everyday emails, all of your documentation, etc.) can create a negative perception that your firm doesn’t focus on details, and so keeping consistency is hugely important especially for imprinting your firm’s name and service range into the minds of potential new clients.

In our next article “Marketing Mistakes” we’ll look at some common marketing pitfalls, and how to avoid them.

More articles in the GhostMarketer series by LawDotNews -

Article 1:  Are you using GhostMarketer yet?
Article 2:  Six reasons to market your firm
Article 3:  Shoestring marketing 
Article 4:  Targeted Marketing: Choosing your tools
Article 5:  GhostMarketer - Getting started
Article 6:  Client newsletters
Article 8:  Marketing mistakes
Article 9:  The proof of the pudding

Contact us on 086 110 5904 (or email info@dotnews.co.za) for more on your free set up on the GhostMarketer platform and other LawDotNews services.

Paddy Crook, Digital Marketing Manager at DotNews, completed his BSc at Rhodes University and has specialised in email marketing, social media, ppc, ad-serving and other online marketing mediums. This has given him a broad knowledge of the channels and techniques used within the digital space and how best to apply them to professional practices for maximum results at minimum cost.

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