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Branding 101: Attracting the Right Clients

By Tanya Roth, Esq. on May 03, 2012 6:05 AM

We've talked about the importance of branding your law practice. Branding your firm is an important element of law firm marketing. It defines your firm.

It sets you apart from the competition.

Branding is about definition-- first you define your practice area and then, you define your image by creating an online presence.

But you can't define your brand without defining your clientele.

  • Location. Your location will speak volumes on your practice. If you're in litigation, you might want to consider being near a courthouse. If you are practicing immigration law, you want to locate an area that has your target demographic. If you're aiming for a high-net worth clientele, you might benefit from being in the same area as other firms who target similar clientele, just for the sake of association.
  • Pricing. Think about your pricing. What is your hourly fee and how does it relate to others in your practice area? This will help you decide whether you chose to brand yourself as the "cost-effective" attorney or the "high-end" attorney.
  • Cultural trends. Have a look at social and cultural trends among the type of client you are trying to recruit. How are other attorneys who are targeting that demographic reaching out to that clientele? You want to look at some of the more successful attorneys in that space and emulate aspects of their outreach.

Sometimes, the best type of client development occurs by word-of-mouth from former clients. You want to be sure that you are getting the right clients on day one because you can easily be branded by the type of client you choose to take. Don't be scared to turn down a client, either. We hope this has proven helpful. If you are ready to brand your practice, there are websites that can help.


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