Market Masters Legal – TV Advertising Blog

How can you develop a brand for your firm that stands out from the competition?

What are the most important elements of a brand? What can your firm do to increase your brand awareness?

These are common questions that many law firms face.

Even though they are busy, their firms would be more profitable if they could connect with a higher quantity of high value clients. A well-positioned, and consistently marketed brand can help your firm capture better clients and directly impact the profitability of your firm.

A brand is not just a logo. It is the overall image that your firm projects to prospects, clients, competition and the community in general.

How do the well-known firms develop such a high level of visibility? One thing is certain… they did not achieve their stature overnight. A successful brand takes a consistently applied long-term approach.

Here are three factors that influence a firm’s brand:

• Perception – How is your law firm positioned to prospects that have never heard of you?  First impressions are important, and your brand must reflect the focus of your practice and the culture of your firm in a way that quickly resonates with your target audience.

• Reality – What is the “experience” clients have when working with your firm? Your brand is partially defined by how you interact with your clients. From the first phone call through the resolution of a client’s case, the culture of your firm has a significant impact on how your firm is perceived.

• Reputation – What do current and previous clients, other attorneys and even the community, say about your firm? Many law firms rely on referrals for their new clients, so the strength of your reputation is the key factor to the long-term success of your firm’s brand.

If you would like to talk about how we can help you to ensure your brand is developed following these three factors contact Market Masters-Legal at info@mmltv.net.

It is quite common for us to receive phone calls from attorneys that are frustrated by the fact that so called “settlement mills” in their markets are getting “all the cases”.  They tell us about how much better a job they do for their clients than these mills do. 

Want to know our response?

You can have an entirely different approach to the practice of law than the mills, and be of far more value to your clients, but unless those clients contact you first then it is both their loss and yours. 

The reality is that you have to compete in the arena that the mills currently control (TV), and do so in such a way that people want to call you more than they want to call them.  In other words, you have to play the game the way the mills do (but better) on the front end so that the client is ultimately better served on the back end.  Make sense? 

You can try and out scream and out gimmick the mills, but you better be prepared to outspend them too (and they spend a lot of money).  Or, as is more commonly attempted, you can put yourself on camera and try to come across as dignified and compassionate. A strategy destined to fail for 2 primary reasons. 

1.  It does not connect with those people in “victim” mode who are angry, frustrated, scared and/or confused. 

2.  It is instantly forgettable to those people who do not need a lawyer at that time. 

The challenge is to come up with something that consistently resonates with the injured victims of today while being memorable (for the right reasons) to those who may be in the future.  

I would add another quality as well.  Likability.  While it is easier to be remembered for the wrong reasons (loud, annoying, obnoxious) than for the right ones (entertaining, empowering,) it is not better.  We believe that the latter is the way to go.   

So, it is possible to have commercials that are Dignified, Memorable, Empowering and Likable. That is how you can beat the “speed and greed” approach of the mills.  

You can spend a lot of time and money trying to do that yourself (and never really get it done), or you can hire Market Masters Legal to handle it with tested and proven creative strategies featuring custom-filmed performances by the likes of William Shatner, Judge Joe Brown or Harry Hamlin.  

If you would like to talk about how we can do this just send us an email to info@mmltv.net.