Use this guide to create your brand and define brand elements for your law firm. #legalmarketing #branding

1. BRANDING
FOR
LAW FIRMS
BRAND YOUR BUSINESS UP

2. “BRANDING IS
WHAT PEOPLE SAY ABOUT YOU
WHEN YOU’RE NOT IN THE ROOM.”
- JEFF BEZOS
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3. Brand is more than the name, logo,
products or services.
It’s the attitude, way of doing things,
behaving, and communicating.
It’s a consistent expression of who
we are both visually and verbally.
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4. To start creating your brand,
define the following brand
elements for your law firm.
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5. VISION

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A vision statement
should be aspirational
and inspirational.
Ideally, the statement
should be
one sentence in length.

7. MISSION

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A mission statement
defines the purpose.
It should be simple, straight-
forward,
articulate, and easy to grasp.
It should be motivational to
both employees and
customers.

9. CORE VALUES

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Core values are
critical to establishing
a strong culture.
Core values
communicate what you
believe as a law firm and how
you are working together
toward a shared vision.

11. BRAND
PERSONALITY

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A brand’s personality
describes the way a brand
speaks, behaves, thinks,
acts, and reacts.
It is the personification of
the brand: the application of
human characteristics to a
business.

13. ESSENCE

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The essence of the company
speaks to the intangible
emotions you want your
customers to feel when they
experience the brand.
A brand’s essence is the
representation of the
company’s heart, soul, and
spirit, and is best described in
one word.

15. TARGET
AUDIENCE

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Please define who
exactly you want to target
(and who not).
Describe three personas
that correspond to the most
important customer
segments you want to
attract.

17. QUESTIONS PERSONA 1 PERSONA 2 PERSONA 3
What is their
demographic profile?
(Age, sex, profession,
income, social status,
education, etc.)
What are their
values, attitudes, in-
terests, needs, and
lifestyle choices?
What are their
values, attitudes, in-
terests, needs, and
lifestyle choices?
Where are they
located?
Why would they buy
you service?

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Your personas will help
visualize the customers
you are targeting and
develop more
targeted brand messages
that will resonate with
them.

19. POINT OF
DIFFERENCE

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How your company is different
from other companies?
You should have strong,
favorable, unique brand
associations that are difficult
to copy.
Focus on your company’s story
(WHY you do what you do).

21. VALUE
PROPOSITION

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A brand positioning
statement, or value
proposition, is a one- or
two-sentence statement
that clearly articulates
your product or service’s
unique value, and how it
benefits customers.

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It must
- define the audience,
- define the category in which
the brand exists,
- cite a clear product or service
benefit,
- set your brand apart from
your competitors, and
- instill confidence the brand
will deliver on its promise.

24. OLGABODNAR.COM
When crafting a positioning
statement, consider:
• To whom are you speaking? (Target
market, demographic, and persona)
• Which market segment does your
product or service serve?
• What is your brand promise? (Both
rational and emotional)
• Why is your product or service dif-
ferent from the competition, and
• Why should your customers care?

25. BRAND NAME
AND SLOGAN

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A slogan (brand tagline)
is a phrase that concisely
communicates your
company’s value
proposition to its
target audience.
It should be
customer-centric.

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These are the commons rules for a
brand tagline creation:
1. It must be short. 3- to 5-word
phrase that captures the essence of
the brand positioning and values.
2. It must be differentiated from the
competition.
3. It must be unique.
4. It must be easy to say and easy to
remember.
5. It must evoke positive emotions.

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The tagline should include 3 parts:
1) The brand function describes the
nature of the service or benefits the
brand provides.
2) The descriptive modifier further
clarifies its nature.
3) The emotional modifier - how
exactly does your brand provide
benefits, and in what way.

29. VISUAL IDENTITY
GUIDELINES

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A well-defined visual identity
system will enable your
company to present a
consistent and professional
visual message to its target au-
dience.
This consistency is key to
reinforcing your company’s
identity and reputation.

31. BRAND YOUR
BUSINESS UP!
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