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The Specialists in Law Firm Marketing
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March 2019

Is it time for your firm to rebrand?

Branding Iron

Many law firms that have existed for some time face the issue of whether they should "rebrand." Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination is created for an established brand.

The reasons for rebranding range from "We need a fresh look" to "Our firm has changed and evolved" to "Our market has changed and we need to change with it" — and more.

The following is a brief description of a recent engagement.

Key Issues Driving Need to Rebrand

In this case, the client needed rebranding in all respects. Graphically, the firm's logo and marketing materials were out-of-date. The founding partners had been aware of the issue but newer partners had made it an imperative to modernize the firm's marketing. Further, the firm's website was old, making maintenance difficult and giving an impression that the firm's services were dated as well. Overall, the firm's marketing content was inconsistent and lacked persuasive selling points.

This client sought The Specialists in Law Firm Marketing because of our decades of experience working with attorneys. It was important to the client to work with a marketing firm that didn't need to be trained or educated about the services offered by attorneys or how to effectively market a law firm.

Critical Components

Not all rebranding is an extensive overhaul of marketing communication in virtually all respects. However, it was definitely needed with this client. A new logo was designed, reflecting the firm's culture and position in its targeted markets. All existing marketing materials (stationery, e-signatures, etc.) were redesigned. Importantly, significant analysis was done on the firm and its targeted markets, resulting in new text content for all marketing, including a new slogan, updated selling points, and overall consistency in marketing messages. With the excitement and opportunities presented by rebranding, the firm requested new brochures, e-newsletters, and began to advertise in key publications. A new website was designed that distinguished the firm's unique position in the legal marketplace. Publicity programs, such as media relations, were launched. This list goes on but suffice to say that every aspect of the firm's marketing was rebranded.


The client's commitment to rebranding paid off. The firm's name changed in the process, and the branding was completely refreshed while still retaining the key elements of the firm's culture and distinctiveness in its targeted markets. Partners and associates became very proud of the firm's new image in the market and are now actively marketing. Clients and prospects can now clearly see how their needs are identified and met by the firm.

You may find that this engagement describes your firm in many respects, since many of the issues are fairly common. The Specialists in Law Firm Marketing has decades of experience in rebranding law firms. If you need assistance with rebranding your firm, please contact us.

Service Profile of the Month

Personal Coaching

Few attorneys have had any formal education in marketing, yet any partner (or senior associate seeking to make partner) is expected to bring in new business. How? The Specialists in Law Firm Marketing has decades of experience in working with attorneys at all levels to help develop and nurture new client relationships.

From referral/lead generator relationships to networking to organization involvement, we provide valuable insights on how to be more effective. We also help attorneys to uncover their best talents for business development — and to maximize time spent. With unbillable time at a premium (i.e., who can afford to waste it?), The Specialists in Law Firm Marketing can be your "Personal Coaching" resource on a monthly basis. Read more or contact us.

Social Media:
Research Shows Current Trends


Is your firm actively using social media to reach your audience? If not, consider these facts:

  • Around 7 out of 10 Americans use social media to connect with one another, engage with news content, share information and entertain themselves. (Source: Pew Research Center)
  • Approximately 1 million new active mobile social users are added every day - about 12 per second! (Source: SocialMediaToday)
  • On a total population basis (accounting for Americans who do not use the internet at all), 68% of all U.S. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter. (Source: Pew Research Center)
  • Social media usage is prevalent in the under-30 year old demographic (for example, roughly 6 out of 10 online adults ages 18-29, 59%, use Instagram, nearly double the share among 30- to 49-year-olds, 33%). (Source: Pew Research Center)
  • Adults aged 18-34 are most likely follow a brand via social networking (95%). (Source: MarketingSherpa)

What are some other good business reasons to enhance your social media marketing?

  • 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)
  • Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot)

Social media's importance is increasing and it is useful to develop an increased presence in order to maintain your firm's image in the market - and create inquiries and sales opportunities.

How The Specialists in Law Firm Marketing can help:

It can be quite difficult to launch and maintain a social media campaign. If you're facing this challenge, The Specialists in Law Firm Marketing can help. Our assistance includes:

  • Develop a social media strategy
  • Set up your social media sites (LinkedIn, Facebook, Twitter, Instagram, etc.)
  • Plan/calendarize for regular posts
  • Post content on a daily or weekly basis (per client's needs)
  • Content research and development
  • Create/procure graphic imagery as needed per various platforms
  • Handle all details of posts
  • Tools to drive traffic back to your website

Contact The Specialists in Law Firm Marketing if you'd like to improve your social media marketing.


Does your organization need a speaker for an event in 2019? If so, contact us for a "Speaker Package" to see if Mr. Brown is available. Topics include:

  • CLE Presentations on Ethics
  • Marketing Strategy
  • Internet/Digital Marketing
  • Business Development
  • Branding
  • Advertising, Publicity and Public Relations

Specialists in Law Firm Marketing
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