How to Make Money with Your Brand, Part Two

In the last couple of weeks we’ve talked about why your brand matters as a lawyer, and how you can begin to understand and take control of your brand.

Specifically, last week we talked in depth about assessing your brand as it currently exists and then defining the brand you’d like to create moving forward. Today, we’ll look at practical steps to make this happen. For illustration purposes, imagine that this is the brand identity you want to create for your law practice: We want to be perceived as the go-to divorce team for high-net-worth women in Charlotte, North Carolina. We balance tenacity in the courtroom with empathy and compassion for women going through a life-changing divorce. We understand the emotional turmoil your feeling, we understand how high the stakes are, and we will fight hard to protect your kids and your lifestyle.

In this statement, we’ve defined a narrow target market and zeroed in on the marketing message that will differentiate our fictional firm from the thousands of other attorneys in Charlotte.

So, step one is to filter all marketing and communications through that prism. This includes your website, your social media presence, your networking elevator pitch, and all other marketing materials. Everything from the photos on your website to the font selection in your brochure to the layout of your business cards should be selected with your brand objectives in mind. I recognize that this is a big undertaking – but that’s what it takes. Invest the time necessary to bring your marketing and communication channels into alignment with the brand you’re seeking to create.

Next, take steps to create credibility in your specific niche. In our fictional example, I’d encourage the lawyers in the firm to consider:

  • Launching a blog specifically focused on providing information and resources to high-net worth women contemplating divorce
  • Focusing their social media presence on the same message
  • Writing articles for local publications that target their demographic
  • Gaining media exposure on the radio and on TV – become a recognized commentator on celebrity divorce for example
  • Launch a podcast
  • Hold regular events for women – from informational lunch n learn style events to relaxing spa days for clients
  • Look for speaking opportunities with groups and organizations that target their demographic
  • Publish a book focused on helping women prepare for and recover from divorce

Again, this won’t happen overnight. And it can be hard to accomplish any of this when you’re busy with the day-to-day work of serving clients and running your practice. But it’s worth dedicating a few hours to create a strategic plan for your branding and marketing efforts.

As you begin to demonstrate your credibility, start leveraging your authority within your marketing communications. Feature your podcast prominently on your website. If you’ve appeared on TV or on the radio, promote your appearances on your social media channels. Create a promotional campaign to celebrate your book launch. Feature magazine articles you’ve written in your office and in your reception area.

Over time, this is how you take control of your brand and turn it into a profitable tool for your law practice. The bottom line is that you’re facing a lot of competition out there – and your brand can be your “secret weapon” that allows you to stand out from the crowd and earn a great living. Hopefully this series helped you to create a game-plan and some action steps to get started. Don’t feel pressure to accomplish all of this quickly. Instead, focus on creating a plan and then taking steps (they can be baby-steps!) towards your objective.

If you’d like to know how we can help you with this process, please click here to schedule a call with my team today.

 

If you found this post helpful, please share it!Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Email this to someone
The following two tabs change content below.

Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.

Latest posts by Daniel Decker (see all)

View Our Work with Client Examples

View Our Work with Client Examples

Click below to see some of the work we have done for other lawyers.


Testimonials

Testimonials

See what other attorneys say about their experience with Spotlight Branding:

“From start to finish, Spotlight Branding has exceeded my expectations.  Their team of professionals jumped r…
Lori HulbertHulbert & Associates, LLCSterling, CO
“There is so much that Spotlight Branding has done for me over the last year to make my business that much bet…
Melissa PearceLaw Office of Melissa M. PearceMilford, MI
“I could not be more pleased in working with Spotlight Branding! They really caught my vision for my website, …
Christina HollwarthHollwarth Law Firm, PLLCLongview, TX
“Since hiring Spotlight Branding, I have seen significant measurable results. My referrals have steadily incre…
Chris ClarkThe Law Office of Chris Clark, PLLCCharlotte, NC
“I have worked with a number of other online marketing firms over the last few years and Spotlight Branding ha…
Lewis LanderholmLanderholm LawPortland, OR
“I would call myself a website connoisseur. I review lists like, ‘Top Ten Lawyer Websites of the Year.’ I had …
Jane MuirGersten & Muir, PAMiami, FL
“I have had a great experience with Spotlight Branding. I work with John and his team and they always follow u…
Thomas InkelaarInkelaar LawOmaha, NE
“Excellent service and always on time! I can directly attribute a substantial percentage of our business growt…
Ethan DunnMaxwell Dunn PLCSouthfield, MI
“Our law firm has been using Spotlight Branding for all of our internet marketing for nearly two years. The te…
Brielle MarkWeisberg Kainen Mark, Attorneys at LawMiami, FL
“Best company ever! John is awesome and he does a fabulous job. I am very grateful to have him and his team wo…
Jeffrey HensleyHensley Legal Services, PLLCTulsa, OK
“I have been extremely pleased with Spotlight Branding. My website is beautiful and I LOVE it! Big applause fo…
Kayleene WriterLaw Offices of Kayleene H. Writer, PLCIrvine, CA
“I hired Spotlight Branding to recreate my website, which I had built myself. Spotlight Branding actively soug…
Bob Boeshaar Law Offices of Robert V. BoeshaarSeattle, WA
“When I started with Spotlight Branding, I was a year into having my own practice.  After utilizing Spotlight’…
Brett TremblyThe Trembly Law FirmMiami, FL
“Top notch company to keep you in front of your clients. Spotlight Branding has been with us from day one and…
John TottenJohn M. Totten, P.C. Attorney at LawAthens, AL
“Spotlight Branding designed our web site and now provides our ongoing  web marketing. The Spotlight Brandi…
Ray GarciaLaw Offices of Ray Garcia, P.A.Miami, FL
“Spotlight Branding is very responsive, proactive and easy to work with. Great results. I highly recommend th…
Anis SalehSaleh & AssociatesMiami, FL
“Spotlight Branding helped me create a blog that was awarded the 4th best in the country for my practice area.
Barry WaxLaw Offices of Barry M. WaxMiami, FL
“Spotlight Branding has been terrific. They know their stuff and do great work. We have been with Spotlight fo…
Gregory McCollumGreg McCollum Complete Legal Defense TeamMyrtle Beach, SC
“I have recently worked with Spotlight Branding on creating a revised website for my firm. They were very easy…
George HoughProActive Legal Care Law OfficePalm City, FL
“Spotlight Branding took my idea and made it into a wonderful brand. The development process was quick and eas…
Jaime TophamTopham Family LawGrantsville, UT
“Excellent Service!! Spotlight Branding has been vital in helping us grow. They always respond quickly to ques…
Jose BenitezThe Trembly Law FirmMiami, FL
“My firm has been using Spotlight Branding for over 2 years and our firm’s gross income has more than doubled …
Vanessa VasquezVasquez de Lara Law GroupMiami, FL
“As the owner of a growing law firm, it is impossible to spend the amount of time necessary to keep up my firm…
Amy HoffmanAPH Law, PLLCPuyallup, WA
“Can’t say enough about Spotlight Branding and the work they do for me, particularly my account representative…
Neil TyraThe Tyra Law FirmRockville, MD
“My law firm has been using Spotlight and John Hinson for about 6 months. We are very happy with their level a…
William O'LearyLegacy Planning Law GroupJacksonville, FL