Utilizing Social Media As A Branding Strategy For Law Firm Branding

By Author: Loraine D
Total Articles: 739
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Although most businesses understand the importance of a marketing plan, many do not realize how vital branding strategy is to the success of such a plan. Branding strategy and marketing, in fact, work hand-in-hand. Both tactics reach out to a targeted audience with the goal of customer conversion in mind. Branding strategy, however, surpasses marketing strategy in that it has a higher objective — one that embraces total connection with the customer, influenced by quality and/or performance, positive experience, and trust. Law firms that practice law firm branding can expect improved lead conversions as well as higher profit margins. Law firm branding conducted through social media greatly increases business visibility resulting in yet higher conversions and margins.


Understanding the Importance of Branding Strategy for Developing Business Equity and Expanding Client Base


Building a company’s brand image often improves the results of the company’s marketing campaign. This is because branding allows the company to build a relationship of credibility and trust with the ...
... customer. Business solutions with proven value coupled with brand relationships equal customer loyalty that converts into sales. Branding strategy allows companies to develop reliable images that benefit their company.


Differentiation is the ultimate goal of branding strategy. The ability to stand out from the competition is a vital step toward creating client preference and loyalty. According to Millward Brown Research Firm, “Brands that are perceived as being different have a much higher potential for growth than do other brands.” This differentiation, the result of consistent, strategic branding leads to an increase in business equity nd an expansion of client base.


Highlight One or Two Company Strengths for Effective Law Firm Branding


Although the adoption of branding as a marketing strategy is still in the infancy stage for most law firms, many have taken advantage of the business leverage offered by such a move. Companies, however, should avoid promoting all of their practice areas in a single marketing campaign. Rather than benefit the company, this practice results in a waste of time and resources. Companies excel that determine one or two business strengths and work towards integrating these strengths into a company brand. A “Jack of All Trades, Master of None” image will damage a company’s branding strategy. Effective law firm branding, essential for generating new business, uses selective tactics to create a positive company image. Effective branding places companies right at the top of their industries, making them a natural choice for targeted markets.


Using Social Media as a Platform for Extending Law Firm Branding to a Targeted Audience


According to a December 2008 research study of 16 industrialized nations, adults spent one-third of their leisure time online, belonged to at least two social networking sites, and had regular contact with over 15 people met virtually on the internet. As there are hundreds of active social networking sites worldwide, this study reveals the tremendous potential social media offers to law firm branding. Where a company chooses to market enhances or distorts its brand strategy. Statistics reveal that 64% of marketers include social media in their marketing campaign and are using it to establish a brand. Such media sites as Facebook, Twitter, and LinkedIn allow companies to create a business presence before a vast number of potential clients. Companies that take advantage of this powerful business leverage place themselves in a position where they can command an increase in business equity through an expansion of their client base.

Loraine D. is a freelance writer for The Merz Group, a strategic branding firm committed to delivering a results-driven approach to organizations in need of branding assistance. To learn more about rebranding marketing and branding non profits, Please visit our website.