The National Creditors Bar Association Law Practice Management Blog

Believe it or not, the most important part of law firm branding is something that law firms often ignore, or throw away.    A business logo offers its owner a distinctive mark, a visual interpretation of the business’ purpose and meaning, that resonates with consumers.  Think of Coca-Colo or Ford or Apple or Target, and  you immediately  think of distinctive logos .   But, how many law firms have you ever seen with a really compelling logo, that wasn’t using a blue, whit e  and gray color scheme, and that didn’t feature columns, scales of justice, a gavel or the attorney’s initial s .   Law firms that conceive of compelling logos separate themselves from the morass of their competitors in a meaningful way.   Those law firms choose a unique color scheme, and let it set the design elements for everything else they do: business cards, letterhead, website, etc.  Those law firms that choose a unique avatar for...

Law firms work vigorously to convert leads: to get those leads to pay retainers and sign engagement agreements.  That all makes sense: winning business is essential for any organization.   However, once law firms convert clients, there is often a dry spell before the new client s  hear from their new law firms again; and, because many cases start with potentially significant periods before anything of note  actually  happens, new clients may go for months, or even a year, before they hear from their lawyer again.   This paucity of response is one of the reasons that  law firms have a bad reputation for customer service .  Keep in mind that , while you deal with the legal field every working day of your life,  for many of your clients, it will be the first (and potentially only) time   they ever have an interaction with the legal system .  So, it’s essential to keep them informed of what’s going on, even if you kno...