Just like a New Year makeover, a brand refresh can be a makeover for your firm. A new haircut or stylish outfit can transform how a person feels about themselves, and how they are perceived by others. Your brand is no different.
At Orion Legal Marketing we are often approached by new clients who have a brand that is no longer in sync with their business. It is very easy to create a brand when a business starts up, or inherit a legacy brand if an established legal firm, that does not evolve and no longer reflects the true focus of your firm or its target market. Old fashioned logos and typography, slow and outdated websites, cheesy photography, inconsistent or confusing messaging, content and collateral. All signs you may need a makeover.
A tired or out of touch brand can really hurt your marketing and business development if it does not differentiate your identity in the minds of target prospects and existing clients. Nobody wants to do business with a firm that seems as though it is way behind the curve. Redesigning existing identities can help firms communicate and build trust with clients and find success in a changing marketplace. Refreshing your branding can also re-energize your business internally and help you re-engage with what your brand actually stands for.
Rebranding usually uses a combination of visual identity and targeted messaging to reposition the brand and tell your audience that you are current, relevant and know what you are doing. When you consider a brand refresh there will be elements you will want to keep, those you will want to update or add to, and those you will want to get rid of completely. This may be because some elements are outdated, or it could be they no longer fit your firm’s culture or current focus.
Ideally, a rebrand should maintain some visual connection to the current branding, especially if it has been successful. Whilst the “new look-and-feel” should modernise your flagging brand, it should also continue to connect to your values and preserve the integrity of your brand.
For our new clients that feel a refresh would give them added focus and help assist with their firm’s growth, we sit down with them first to discuss their brand proposition, target markets and competitive marketplace. This ‘brand audit’ can uncover issues they never knew existed, as well as bringing to the forefront fresh and innovative ideas.
Once that is complete, we can help distil this through various brand touchpoints such as:
- Modernising a firm’s logo/ identity to give it an updated look-and-feel
- Updating colour pallets, typography and photography
- Creating new messaging to re-engage with target audiences
- Changing the “voice” and “tone” of a firm’s content and collateral so the firm message is on-brand
- Updating or replacing a firm’s website, so that it improves the visitor journey and increases lead generation
- Using social media to target key audiences with whom the brand will resonate
Rebranding can breathe new life into your firm, but it needs a considered approach and should ensure that all of your brand identity and messaging is clear and consistent. We believe that rebranding is an important step in the evolution of any firm, as standing still never took anyone anywhere.
Put ‘Brand Refresh’ on your New Year’s Resolutions list so you can start 2020 with a clear vision. Contact us today on 0118 380 5980 or via email at firstname.lastname@example.org