MARCH 2000
Seeing Clearly to Market Your Firm's Visual Identity
In today's competitive legal marketplace, law firms across the country are realizing the value of using Madison Avenue marketing communication techniques to distinguish themselves as unique and dynamic in the minds of the lawyer-seeking public. Understanding the importance of developing and consistently communicating a visual identity in the current "buyer's market" provides invaluable insight into how people find and choose their lawyers.
Visual identity and what it does for you
Legal services are intangible; and while advertising mediums like brochures and websites do not sell these services, they form the foundation for the sale before you meet the prospective client, and reinforce the sale after you close the deal. The intangible qualities of your firm are communicated through vehicles such as letterhead, business cards, fax forms, and publications, thereby establishing your firm's visual identity. Critical to the long-term success of your business is a clearly defined, consistently communicated visual identity. A well-managed identity can become the basis for building relationships among firm partners, recruits, clients, and employees and with the firm's administrator. Your firm's identity should communicate its philosophy as well as your position in the marketplace.
Consistency - the key to success
With limited opportunities in front of your clients, the consistent application of your firm's visual identity cannot be overstated. Begin by developing a graphic or logo that your clients will immediately associate with your firm. The logo, and its consistent use, is just one component in your firm's identity scheme. Clients also gain a memorable visual picture of your firm through the use of a family of colors, selected font styles, the shape of promotional materials, the type of illustration or photography, and choice of paper. Everything (noncourt related) published by your firm is an opportunity to remind the community of your firm's market position.
Adapted from The Complete Guide to Marketing Your Law Practice by Hollis Hatfield Weishar and James A. Durham, editors. 1999. Law Practice Management Section. PC #511-0478. Law Practice Management Section members receive a discounted price. To order call 800/285-2221.
 
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