Four Basic Marketing Concepts Every Lawyer Should Know

This post was originally published on slaw.ca.

I’ve noticed that a lot of lawyers are suffering from information overload in all the advice about what to focus on when building a practice. Clarifying basic concepts is a good place to start. And truthfully, it’s also a relief to simplify some of the jargon.

Here’s a guide to the four concepts that most lawyers and firms need to consider.

Who you are: your identity and brand

Read more

Differentiating your Firm: the Triple-A Formula

If you’re tasked with leading strategic planning, cultural change or market positioning efforts in your firm, this post is for you.

A brand narrative describes the essence of ‘who your firm is’.  This narrative – or story – becomes the way people inside and outside your firm describe it relative to other firms. It’s an essential component of strategic projects because it sets the tone for future activities. Read more

How to link heritage to your firm brand

Maybe it’s the ‘Mad Men’ mania or the resurgence of farmers markets across North America, but I get the feeling that nostalgia is making a comeback. We feel good when we revisit the familiar past – it’s comforting, reliable and trustworthy. It also reminds us of how our current identity can be influenced by shared values and experiences.

If anyone has asked “Who are you?” “Where are you from?”  when they first meet you as a professional, you’ll recognize heritage as an essential element of your brand. Read more

What’s the difference between your brand and your reputation?

I was once told by a law firm partner, “I don’t believe in brands – that’s just a marketing gimmick.” This person drives a BMW and loves to mention the pedigree of his Italian shoes. BMW was just voted one the most admired brands IN THE WORLD. The shoes? Well, that’s another story.

Simply stated, your brand is what you say about yourself. Your reputation is what others say about you. Professional firms need to pay close attention to both. Read more