Branding your law firm is more than executing on thoughtfully planned and carefully orchestrated initiatives (think content marketing, website copy, mission statements, advertising campaigns, and the like), writes The Mad Clientist Michael Rynowecer in 7 Unintended Branding Events to Stymie Any Brand Strategy. In fact, as Rynowecer explains, it’s informal branding – every single interaction between the people who work at your firm and the outside world – that creates or destroys your brand. Like voicemail messages:
Top legal decision makers take note of the attorneys who are silent about when they will return; the messages just saying “leave a message,” and those saying they will “reply at their earliest convenience.” Clients brand these attorneys as those not to call with important and time-sensitive matters.
Rynowecer’s post reminds us that is it in fact the little things that make all the difference. Then he gives solid advice on how to do them right. Read the post. Consider the informal – and no doubt unintended – ways you are branding your firm. Then fix those that are sending the wrong message.
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