Legal Marketing & PR

What Is Your Brand?

By Tom Kane

Following up on my post earlier this week where I talked about focusing your marketing on your brand, the question is: do you even know what your brand is? Borrowing again from 365 Marketing Meditations: Daily Lessons For Marketing & Communications Professionals by Richard Levick and Larry Smith, today's meditation tells you how to find out:

"Ask your partners what your brand is and see how many answers you get. Ask your clients and you get even more. If you want to be a brand, they all have to have the same answer."

Simple and to the point. It doesn't require some high powered focus group to understand what your brand is. I have argued for years that one of the best ways to find out what your brand is would be to ask your clients. You can ask them point blank, or you can ask them how they would describe your firm to a stranger. I also like Smith's and Levick's suggestion that you ask your partners. In the case of solos, you can ask other lawyers who know you and your practice.

What you hear the most is likely to be the closest to what your brand really is. So, find out what others say your brand is, then market to that.

Full post as published by Legal Marketing Blog on January 06, 2011 (boomark / email).