How to Create a Strong Law Firm Brand

It’s often overlooked in the legal world, but branding matters. Your brand is the outward facing representation of your law firm. It’s one of the first impressions a new client has of your firm, and it’s probably one of the first things that comes to mind when a client hears your name. So it’s worth investing some time and money into the creation of a professional, recognizable brand. Here are some tips for how to create a strong law firm brand.

How to Create a Strong Law Firm Brand

First of all, you need to understand what a brand really means. Don’t think of your brand as merely your logo or your firm name. A brand is much more than that.

It’s a symbol of your message, a representation of your mission statement. It spans across everything you do, and every encounter you have with your customers and clients. It’s what people connect with and it’s how people remember you.

Your brand needs to be present in every single communication channel with all of your current and future clients.

The Components of a Law Firm Brand

  • Logo
  • Firm name
  • Tagline
  • Color scheme
  • Website design
  • Website content
  • Blog
  • Business cards
  • Advertising materials
  • Marketing language
  • Facebook page
  • LinkedIn profile
  • Twitter account
  • Avvo profile
  • …and much more

Stop thinking of your brand as just your logo. To truly create a strong brand, and one that will help you grow your law firm, you need to treat your brand as a representation of everything you do.

Here are 4 tips for how to create a strong law firm brand:

1. Think Outside the Box

Nothing will make you blend in more than having a cliche brand. Most law firms are still incredibly unoriginal. This is not the way to create a strong brand that people recognize and associate with.

You know what that means? No more scales of justice or gavel logos. Skip the imagery of law books and courthouse steps. We’ve all seen it way too many times.

Go for something unique and original that truly represents your firm, or better yet your legal niche. Make yourself stand out from the crowd. Use brighter colors, sleek modern fonts, and appealing imagery that is professional, but doesn’t scream “I’M A LAWYER!!!”

2. Focus on Clarity and Simplicity

The best brands are incredibly simple. Think about the most iconic brand logos like Nike or Apple. Not much to them design-wise, yet the vast majority of people around the world would recognize them in a heartbeat. Also notice their simple, yet unforgettable taglines: “Just do it” and “Think different.”

Don’t create some intricately detailed logo or use an erudite tagline just to show off how smart you are. You’re not impressing anybody; if anything you’re just confusing prospective clients about what you actually do.

And you might want to consider using a shorter, more memorable law firm name, as opposed to the typical long list of partners. No offense, but “Bradford, Jones, Williams, Steinberg, and Ross” just isn’t that catchy.

Keep your branding simple to make your message clear. Just like our advice about good law firm web design, complexity leads to confusion, and confusion does not equate to strong branding.

3. Use a Consistent Approach

Consistency is probably the number one key to developing a strong brand. Your logo and messaging should appear everywhere you are, and they need to look consistent across all channels.

Have a consistent color scheme. Use the same fonts in your emails, marketing materials, and on your website. Write with the same voice in all of your website content, newsletters, and advertisements.

Be sure to pay attention to the little details. Every last one matters when it comes to branding.

4. Hire Outside Help

Finally, don’t be afraid to hire outside help. The vast majority of legal professionals are not skilled graphic designers or branding experts (and it really shows).

While we may advocate DIY when it comes to managing your website, that’s not the case with branding. Unless you have a background in graphic design, developing a brand is something you should probably leave to the professionals.

Above all, don’t cut corners and don’t skimp on cost. Investing early to develop a strong law firm brand is an essential step toward your law firm’s success. It shouldn’t be overlooked or taken lightly.

Consider hiring a consultant, branding agency, or at the very least a skilled graphic designer to come up with a nice logo, color scheme, and overall design guidelines for you to use.


That wraps up our quick guide to branding for law firms. We hope you found our branding tips for law firms useful and that you can apply them in your own practice.

Establishing a law firm brand and connecting with your target audience are the first steps toward law firm growth. Cheers to your future success!

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