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When it comes to law firm marketing and business development of their best efforts are as strong as its image. Your brand is what that the world recognizes (or is coming to recognize it) when they think of your business: its identity, his message, his voice. Since the website header your brand is to be the first thing they see and perhaps the largest marketing companies to target.

Once established, however, many firms (individual or firm) does not seem to tire of it. They want to be creative, choose new colors or fonts, and establish a new message or identity. Big mistake. A key strategy of creating a brand is repetition. Once you start to dilute the identity of customers at risk of confusion and hinders the development efforts of business. You may be tired of business as usual ... but just because you see every day. Your market does not work. Below I've listed the four biggest mistakes that businesses when it comes to your brand ... and how to avoid them.

The start of a project Company overwhelm the brand.
Most large companies fall into the trap of the law with the project company is to leave the appearance of unity project, instead of the company. Whatever type of withdrawal, fundraising event or your company participates in the overview should be strictly limited to the original mark. This is true for all, dà © cor to invitations to the magazine ads for charity. Example: One of my clients had a strong interest in the arts and once a year, he opened his front office for a private visit to his vast collection of art business. Instead let the art collection to conduct the event, which has remained loyal to the company brand. Everything in the event (on invitations, napkins) Color foreground sources and the company logo. The firm specializes in litigation net premium for individuals high value and the event is reflected. Remember that everything must be done through the prism of the brand strategy of the company ... or you put your brand at risk.

Leaving practice groups to create their own identity.
Never forget practice groups which are part of a great brand. If you have two or twenty, each group is indebted to the identity of society as a whole. That means play with logos, colors or designs when it comes to Power Point and other materials available to customers. To avoid this dilution be sure to have clear guidelines of the mark (where and how you can put the logo, colors that can be used, etc. ..) and, for those willing to go the extra mile, make - templates. If you must give the practice areas of their own identity, consider using color to differentiate them. Save logos and designing it, but allocated to each specific color group. This will enable the group to stay away, but it is recognized as part of the corporation.

Playing with the logo.
Whether head or a golf ball, your logo is the visual symbol most important your business. Never forget that. Many companies have a tendency to put the materials to the logo and the need to manipulate and rework your logo to adapt to what we are working at that time. Announces T-shirts with holiday cards ever, the engagement of their logo for design reasons. Another lesson brand? Make sure that whatever place your logo (pens, shirts courses, or other gifts) reflects the company brand. If you are great white shoe company does not want its logo on the ridiculous gag gifts, while a small company with a more relaxed atmosphere can be creative.

Creating a sub-brand.
Today, many firms chose to diversify into other departments or charitable donations, and create what we like to call "sub-brand" your business. While the new company or organization Charities may have a mission very different from the law firm is still part of the brand in general. To create a new brand, independent, must go through the same process you did in creating the original, but this time take into account the relationship between the two. It is always a good idea to maintain a semblance of law firm brands. An easy way to do this? Similar colors or fonts, or even maintain the same icon (if you have one) with a different name. Do not throw away the power of an established brand.

The lesson is clear: do not dilute your brand. Remember that the power of repetition and the importance of establishing a clear visual link to your company. Think about whether the materials fall into this idea, and ensure that members of society are clear how and when to use the logos. Your brand is your business.

Drawing on over twenty years' experience in branding and positioning, Paula Black has advised law firms around the globe on everything from powerful and innovative design to marketing strategy and business growth. She is the award-winning author of "The Little Black Book on Law Firm Branding & Positioning," "The Little Black Book on Law Firm Marketing and Business Development," and "The Little Black Book: A Lawyer's Guide To Creating A Marketing Habit in 21 Days," as well as founder and President of Miami-based Paula Black & Associates. For more information visit http://www.paulablacklegalmarketing.com