4. What is Branding?
Branding is the process of creating a clear, unique image of your product or company. Your
audience should be able to recognize your brand across the board. Whether it’s social
media, e-blasts, website, marketing collateral for events, or promotional items, the image of
your brand should be consistent.
5.
6. Establish a Clear Vision
• What is your mission statement?
• Improving the Practice of Law through Education, Service, and Fellowship.
• Which style or image are you trying to portray?
• Professional, Contemporary, Fresh, Local
• Who is your target audience?
• Local Attorneys, Judges, Court and Firm Administrators, Law Students
• What qualities do you want them to associate with your organization?
• Professional, Commitment-Oriented, Vision-Driven
7. Implement a Strategy
• Keep it Simple.
• People’s attention span is shrinking in today’s digital world. Brands have about 10
seconds to make a good first impression.
• Looks Matter.
• Even if only in their subconscious, people will choose the brands that are pleasing to the
eye. Visual appeal and simplicity is key.
• Consistency, Consistency, Consistency.
• It’s a noisy and crowded environment out there, which makes core messages difficult to
communicate. Repetitive communication strategies guarantee results.
8.
9. Nurture Your Brand
• Integrate.
• Branding extends to every aspect of your business—how you answer your phones, what you or your
staff wears to events or programs, your e-mail signature—everything.
• Design Templates and Brand Standards for Your Marketing Materials.
• Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just
consistent. Remember, looks matter.
• Foster Loyalty with Your Members.
• The ultimate goal here is to stay true to your brand. Deliver quality and professional service and
benefits and—over time—members will begin to associate that with your brand.
