In the competitive world of legal services, a strong brand is essential. Refreshing what you already have will not only give you an advantage when it comes to connecting with clients, it will also focus your barristers’ minds on your chambers’ goals and values, helping you push forward to achieve your ambitions.
With direct access and alternative business structures changing the marketplace, barristers need to focus on selling their services more than ever.
Defining your barristers’ chambers brand
Branding is a powerful tool for showing people that they are in the right place and that you are the right choice for their needs. The starting point for a brand refresh is looking at your market position with your fellow barristers and working out exactly what work you want to do and who you want to attract.
This will include the areas of law that you practice as well as the type of client you work for. It may be that you are a commercial focussed set of chambers and your ideal client is big businesses. Alternatively, you mostly work in family law and want to come across as friendly and approachable.
Tone of voice
You then need to settle on the right tone of voice for all of your communications. Using the previous example, businesses will be used to official language and a certain level of formality. Individuals might prefer a more informal tone, with your website explaining in easy-to-understand language what services you offer.
Your visual brand
The visual elements of your chambers and its promotional materials should reflect your brand, wherever you can be found. This will primarily be your website and written materials. Updating everything will quite often start with a new logo and headers for your website and letters. Once you have established in your mind exactly how you want to come across, you can then brief a professional to create the logo and other graphics that reflect this.
Implementing your chambers branding across your offering
Once you have clearly defined your brand and have the physical aspect of it ready, you will need to roll it out across all of the places where you have a presence.
As well as your website, this will include any social media platforms such as LinkedIn and any legal organisations where your chambers is mentioned. Presenting your brand consistently is a key way to identify with clients and has been shown to increase revenues by nearly a quarter.
All communications with your clients and potential clients should be on-brand. You should also pay attention to the frequency and style of communication to ensure that this stays consistent and follows a regular schedule.
Your marketing should also follow your brand. For example, if you serve commercial clients and you want to be known as experts in a particular field, you could commit to putting out an article every month showcasing your in-depth knowledge in the field and looking in-depth at some aspect of it.
At Orion Legal Marketing our creative experts can work with you to identify and refresh your barrister’s chambers brand. As well as legal branding and design, we offer business development services and marketing and website assistance.
If you would like to discuss how we can help you with your chambers branding and promotion, ring us on 0118 380 5980, email us at firstname.lastname@example.org or fill in our CONTACT FORM. We’ll be happy to offer you an initial free consultation to discuss your needs and the strategy that would best suit your chambers.