Building Your Brand: Strategies for Starting a Law Firm

Creating or building a brand isn't hard. It does take some time to do the research, develop sustainable tactics, and a laser focus. Oh, and it feels super repetitious. It starts with creating a point of differentiation that sets your law firm apart from the myriad of others. But it's more that just that. Your point of differentiation needs to be something potential clients care about and are willing to trust with their legal issue and funds. Below are some steps to help your firm identify a meaningful niche and some ideas on how to increase the awareness of your firm, too.

Understand Competitor Brands

It all starts with looking in your area of competition. In the previous blog, understanding the potential size of the market and what other firms already offer in terms of services to fill that need. For example, if you are a family law practitioner and there are many other firms doing the same thing in your jurisdiction, you need to decide if there is even enough available business for your firm. Presuming the potential size of the market is reasonable, start looking at those other firms who offer similar services.

The best place to start is doing an online search. Put yourself in the shoes of your ideal potential client. What phrase or term would they use to complete their search? Try at least 4 or 5 different phrases. Take note of the names of each firm, link to their website, and make some notes. Is the website updated? Does the website clearly provide the information a potential client is looking for? Look for phrases or descriptions from the firm: Your Partner in Family Law, We Put Clients First, Exemplary Track Record, you get the idea. Each of those phrases are trying to build a brand. The goal is for the consumer to equate the firm with a unique benefit. Law Firm A puts clients first. Law Firm B speaks to trust. Law Firm C emphasizes efficiency. Firms can use multiple benefit points but be careful... brands can't be all things to all people. That's what really muddies the water. 

Taking a look at the other firms that offer the same practice areas as your firm, keep track of their benefit or positioning statement. 

Understand Potential Client Needs

This can be a bit trickier but fortunately, there are plenty of online free research pieces about legal clients. Check with your local Bar Association or do an online search. It's tough to find what clients want from their legal team for a specific area of practice. But the basics are easy enough to find. We actually wrote about that previously. 

The presumption is all healthy law firms cover the basics - quick response, updated online presence, etc. So how do you make yours different? Think past the basics. For example, continuing with the family law example, it's generally an area of law fraught with difficult personal situations. Your firm can differentiate on professionalism - we've been in tough positions and are well versed and experienced to deal with whatever comes up; care - it's about more than just the legal process, we care for clients throughout their journey; expertise - from the most simple to complex family issues, we handle it all. You get the idea. Will that limit your potential client list? It depends on how potential clients value that point of differentiation. Remember, the firm must complete the basics first. But this is a way to set the law firm apart. 

Market research is expensive and time consuming. We do not suggest that as a requirement. Consider finding some answers as to what potential clients want by connecting with practice specific bar associations or groups. A few general online searches can help fill in the gaps. Sure, you can try AI but don't rely on that... the tool remains fraught with issues and hallucinations for any sort of valid research.

Developing Your Brand Position

So, how do you want your law firm to be known that is differentiated from others in a meaningful way that is important to potential clients? This is where AI can be very useful - brainstorming. The trick is understanding how to write a prompt. Be sure to tell the AI tool who they are - an expert in law firm development and branding in the X practice area in the midwest in 2025 - the more you specify, the higher quality the result. Remember, don't take what AI comes back with to heart without reviewing and considering the result. Since this is brainstorming ideas, generally any idea is something to consider.

Consider what it will take for your firm to demonstrate that brand position. If you lean into technology - our firm leverages the power of technology to streamline the legal process so we have more time to actively support your case - be sure you can deliver on that. Coming up with an idea is the first step. The firm has to then consistently live up to that brand promise. If a firm chooses the technology approach, it has to be ready to show that in a meaningful way. Clients will expect a client portal, to be actively involved in their matter, and the ability to see their matter, communicate, and more, leveraging technology. If you choose client care, well, be ready to put that into action. 

Establishing Your Brand

Like it or not, potential clients search online about you and your firm. You need to be where they are looking. That includes an updated, sharp, easy to use website. It's 2025. Every healthy law firm must have a website. Be sure to establish a review page for your firm, too. Social media? Sure, if it makes sense for your practice area. You get the idea. 

But it's more than just being online. Some good old-fashioned Public Relations work is key, too. And no, you don't need to hire anyone. Get out there and do some networking. If your firm provides services aimed at companies, attend your local chamber of commerce events and bring a lot of business cards or however you share your contact information. We are big fans of bar associations - meeting other attorneys who can potentially refer cases to you, and you to them - is a great way to build your brand and grow awareness. Do you provide real estate services? Connect with some local realtor groups, whether residential or commercial. You get the idea. Get out there, spread the word, and make connections with other organizations that offer their services to your target market. 

Of course, there are all the branding elements, like creating a logo, setting up your website, social media, blog accounts, etc. Canva is a great tool - there is a free version too. No need to hire a graphics professional until your firm is established and you have the funds. Wix, Squarespace, and others have out of the box fully customizable websites that are pre-designed to be modern, responsive design so users have a good experience on their phone and on their laptop or tablet. Of course, you need to purchase the domain name - the web address, basically. You can do that through Wix, Squarespace, etc. as well. It's very simple but does take some time. If you want professional support, well, those out of the box options offer that too.

Be prepared to feel repetitive when you talk about your firm. The key to establishing a strong brand is consistency. Sure, to you it feels like you keep saying the same thing over and over and over again. But remember, you are the only one that spends all their time on developing your brand. To everyone else, it's new information. Even if they have heard it before :) It takes at least 3 impressions for someone to remember your brand position, unless of course it's massively shocking. Not a good plan, by the way. 

Building your law firms brand takes some time, research, thoughtful consideration, a strong online presence, a lot of networking and promoting, and consistency. Don't expect miracles overnight. It all takes time. Want to speed up the process? Consider placing some ads - either in social media, perhaps a Google ad, or the like. Word of mouth is another critical source to grow your brand awareness. Friends and family are likely happy to help you - referring their friends and family to you, too. From there, it's about leveraging that positive news - on your website, on social media, through networking, and on and on. Sure it can feel like a challenge to create this new brand. But with thoughtful consideration and consistency, it can be done. And done well. Next week we consider how to attract and retain clients. Stay tuned!