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Brand Thinking
Bleeding edge thinking on branding and marketing

research

Branding Your Law Firm

By Greenfield/Belser
August 2, 2016
Branding Your Law Firm

About the survey:

We completed in-depth interviews with law firms selected at random (geographically and size-wise) from the nation’s 1,000 largest firms. In nearly every interview, we talked with the person in charge of marketing for the firm.

To law firm marketers:

When FGI and Greenfield/Belser conducted the first-ever “state of law firm marketing survey,” we were measuring an activity barely a dozen years old. The first volume in this series, Law Firm Marketing Guide reported an impressive range of marketing tactics and tools were being employed in American law firms. Some important patterns had already been set, but no overall theory had merged to tie together, explain or guide the diverse activity called law firm marketing.

Now we’ve done it again. To carefully measure progress and trends, we asked the nation’s law firms the same questions we asked for Law Firm Marketing Guide. To match the survey to changing reality we also asked about other tools and tactics, such as websites and PowerPoint presentations.

The big news: everything is bigger.

Our survey reveals a profession that continues to grow in size and marketing savvy. To match the amazing growth of law firms, we noted that:

  • twice as many firms have in-house marketing staffs
  • the typical marketing budget has increased sevenfold
  • nearly three times as many firms engage in advertising.

Branding is the name of the game

We have seen branding and positioning theory emerge as an effective route to understanding the complex psychology that results in name recognition, visual memory and loyalty between clients and their lawyers. On a practical level, we have watched branding at work in a few law firms—and we are impressed by the results and the quick acceptance by lawyers and management committees. Thus, to give greater meaning to our survey results, we have woven our survey report throughout a practical guide to applying branding theory to law firm marketing.