When you begin your marketing efforts for your law firm, you might have begun advertising with a particular message or theme in mind. You might have begun with particular images or logos. Your advertising might have a particular message in mind. It might have worked brilliantly.
It might be that the message worked wonderfully at the time. It might be that the message resonated and resulted in a great deal of success. But over time, has that message gone stale? Has it become so repetitive that the potential clients of the world almost gloss over advertisements because they are so familiar and so repetitive?
Additionally, does the advertising message even denote what your law firm is today? It might that the message, theme and imagery reflected what your law firm was at that time. Does it reflect what your law firm is now? Does it accurately paint a picture of what your firm offers now (versus years ago in the past)?
It can be easy with marketing or advertising to simply keep hitting the same theme or cord. It’s familiar. It does not take a lot of thought because it’s just what your law firm does in terms of marketing. It can become like the guitar solo in the middle of a heavy metal song. Everybody knows what to expect.
But the reality is that if you keep things so predictable, at a certain point, the message is not likely to have the same impact that it once had. If you are helping direct the marketing, hitting the same theme, message and imagery can also be quite boring. It can cause you to lose interest in what you’re doing. It can feel like you are just on auto-pilot versus being creative and innovative.
If you have reached the point where the marketing feels stale, it’s like time to rebrand your law firm. In other words, it’s like time to give your advertising a different look, a different feel and a different perspective.
There are numerous ways in which you can rebrand your law firm. From the logo you use, the imagery that is in your advertising and the exact message, give it all another look. Come up with a brainstorming meeting where you and your marketing folks come up with new ideas. You might be able to do this internally with folks within your law firm. Or, you might want to bring some outside folks in to help you.
Obviously, you do not have to turn everything upside on its head. Your law firm likely practices in the same areas of law that it practiced in the past. There are some components you probably need to keep. But see if there are ways you can tell the story a little different. See if you can give a new perspective or a new look.
If you do that, you might generate new interest in your law firm. You might show folks out there that your law firm is continuing to evolve, continuing to be different and continuing to be better. It also will give you some fresh set of excitement about what you are doing as a law firm. Ultimately, this can help ensure that your law firm continues to be successful.
Rebranding is an important part of the marketing efforts of just about any business. A business cannot just keep cranking out the same kinds of advertisements year-in and year-out. It is no different for a law firm.
If you have any thoughts, feel free to share them below.