Best Law Firm Branding Services
Creating Impressive Brands for Law Firms for Over 20 Years.
About Our Law Firm Branding
A brand is more than a color and style system, it is consistently creating an emotional connection. Messaging, imagery and style can accomplish this and your online marketing should carry this through as well. Your message can be showcased in many ways through various stories, contests and imagery.
With today’s high level of competition, not only does your branding have to be loud and clear, it must be repetitive and readily accessible. To be specific, you need to be seen across all media platforms: web, social media, email, print, and mobile. PaperStreet utilizes all of these media resources to form a perfect all-inclusive package that improves your image and saves you money.
Typically an all-inclusive branding campaign includes: logo, business cards, letterhead, envelopes, powerpoint, website, brochures and signage.
Law Firm Branding Examples
What is Law Firm Branding?
Branding has many different definitions depending on what agency or marketing firm you speak with. At PaperStreet we believe that your brand is everything you place online and offline that has your firm’s name associated.
Think of it like this… a true brand used to mean taking a hot iron and putting it to the skin of an animal. That animal now has your company’s mark (or brand). Today, we no longer use a hot iron, but the idea is that your mark should leave an impression on those who come in contact with it.
Common Branding Questions
PaperStreet has been helping firms brand their business since 2001. We offer all-inclusive branding services such as logos, websites, advertising, social media, print, brochures, signage and corporate identity. Below are answers to a few common questions we receive about branding.
In short, branding can include your:
- Logo (it always starts with a logo)
- Tagline & Message
- Content & Content Marketing Efforts
- Website & Blog Posts
- Social Media
- Advertisements
- Email Signatures & Email Marketing
- Powerpoint Files
- Brochures & Other Print Materials
- Signage
- In-Office Materials (Office Decor)
Even personal items like how you dress, interact with clients, and how quickly you respond or offer help can be part of your brand. We work with one law firm who has a secretary that has been with the firm for years. She answers the phone and announces the firm name in a very specific, sing-songy way. Everyone knows she does it. If you mention it in legal circles, others will know and comment on it – this is part of their brand.
In order to capitalize on your branding efforts everything needs to be unified and look great. Your brand should set expectations of what your firm is about and what you will deliver.
For the items we handle, it can take anywhere from a few weeks to a few months. We typically get involved with:
- Logos
- Websites and Blogs
- Content & Content Marketing
- Social Media
- Advertisements
- Brochures & Office Materials
- Signage Design
We can take care of anything that is digital or that needs to be printed.
You have a brand whether you want one or not. Your brand is everything that you present for your marketing materials, or even your work product. Your letterhead is your brand. Your logo is your brand. Your signage, email signature, website, and anything someone can see. Why not create something from the start that is unique, positive, and connects with your clients?
The key to a good law firm brand is the following:
- Consistency – Your overall style and message must be consistent.
- Memorable – Your firm should be memorable.
- Clear Message – You must have a clear message that you are trying to communicate.
- Good Value Proposition – What do you do best and why should someone choose you?
- Authentic – Your value proposition should not be fake. It needs to represent what people will actually get by choosing you.
Branding your law firm is important for these reasons:
- Because Impressive Designs Influence Clients: Translate your reputation into a compelling visual representation.
- Because Unique, Unified Identities Stand Out: The key to a powerful brand is clarity and consistency. Your firm’s identity should include your logo, letterhead, business cards, brochures, advertisements, website, mobile site, social media campaigns, email and more – matches your core message.
- Because it Saves Time and Money: You can save time and money from doing this right from the start. You won’t have to rebrand, which could be more expensive.
- Because PaperStreet Makes it Easy: Don’t have time for all this? Then our process is efficient and headache free. We do all the work for you.
Creating a law firm brand boils down to five specific steps:
- Step 1: Audience – Find out who your target audience is.
- Step 2: Your Story / Selling Position – Figure out what makes your firm unique and what you’re offering.
- Step 3: Key Message – Identify your key message that needs to be in all communications and tone of your firm.
- Step 4: Strategy – Figure out a plan of action to implement that on everything.
- Step 5: Visuals: Hire a good team to create your Logo, Corporate ID, Signage, Website, and other marketing materials.
Every touchpoint that your firm has with a client must be positive and consistent. Consistency builds trust. The client knows what to expect. They identify that logo, content, or branding with your firm.
How much branding help is needed varies by law firm. Some firms already have their core message and taglines, and they may just need help with logo development, advertisement creation, and a new website. Some firms need everything from step one to done. At PaperStreet we customize each proposal to fit our clients needs. Some of our most popular branding services include:
Our first step is to have the firm complete a Project Brief that helps us learn about your goals, pain points and opportunities in the marketplace. If we are doing design work we will want to start with a logo development. If we are starting with copywriting work, our first step will be core message and tagline. These two steps set the foundation for your brand and messaging. Once that’s finalized, we then move onto the content, website design, and other marketing materials (social, brochures, signage, ads, etc.)
While solos and small law firms may not have the same marketing budget as an AMLaw 500 firm, we could argue that your brand is even more important. In a crowded market it is critical for small and mid-size firms to stand-out.
A small law firm should start with figuring out their audience, what makes them unique, create a key message, and then brand that message into their logo, website, letterhead, and any other materials.
The process for branding a large law firm is similar to a small law firm. There are just usually a lot more hurdles to overcome with partners, committees, and other team members “buy-in”. Usually more detailed analysis of target audience, target market will need to be done to create overall brand guidelines.
Yes! You can absolutely brand an individual attorney at a law firm. They should follow the overall firm’s brand, but they can have subtle differences that make them standout. Focus on why they are unique and how they fit within the overall framework of the firm. They can have their own mini bio, own site, or simply use the firm’s main website.
Honestly, the amount of work. Some firms already have their core message and taglines, they may just need help with logo, advertisements, and a website. Some firms need everything from print to online. We customize each proposal to fit our clients needs. You can see some of our services here:
Branding vs. Reputation vs. Positioning
Branding, reputation, and positioning are three integral yet distinct facets that significantly influence a company’s market presence and success.
- Branding encompasses the strategic and creative efforts to build and maintain a brand’s image, from logo and tagline creation to marketing campaigns, ensuring a consistent brand identity that sets a company apart from its competitors and cultivates consumer loyalty.
- Reputation, derived from branding efforts and the company’s overall performance, is the collective perception and opinion of an entity, built on trust, credibility, and the consistent delivery of high-quality products or services.
- Positioning, the process of defining a brand’s place in the minds of its customers relative to competitors, involves identifying and communicating the brand’s unique value proposition to establish a favorable and credible perception that justifies the brand’s pricing and differentiates it from competitors. Together, these elements form a comprehensive strategy for crafting a successful and recognizable brand in the competitive business environment.
Determine Your USP
Your “Unique Selling Proposition” (USP) is the unique value or advantage that distinguishes your brand from others, serving as the foundation of your marketing strategy. It succinctly captures the essence of what makes your business stand out, identifies your target audience, and outlines the benefits they receive.
A well-constructed USP is succinct, memorable, and tailored to resonate with your target demographic, ensuring it stands out in the market. It influences all marketing decisions, from product development to digital marketing campaigns, ensuring every facet of your business aligns with your unique value proposition. This strategic statement not only aids in attracting your ideal customer but also acts as a guiding light for your brand’s identity, impacting everything from your logo and branding guidelines to the products you offer and how you engage with your audience.
Find Your Story and Message
When discussing branding, your story and message are the core narrative that encapsulates the essence of your brand, its values, and the unique experiences it offers to its customers. This story is not just about the products or services you offer but also about the emotional connection and shared values that bind your brand to its audience. It’s a powerful tool that resonates with customers on a personal level, making them more likely to remember your brand and its offerings.
Our Law Firm Branding Solutions
We offer various solutions for a brand, including All-Inclusive Packages.
All-Inclusive Branding |
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| Budget: | Varies depending on deliverables. |
| Deliverables: | Everything. We take care of your logo, corporate identity, brochure, advertising, and often online items too (website, sopal media, banner ads, email signature, newsletters and more). |
Logos |
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Plus Logo Design
Custom Logo Design
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Corporate Identity |
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Brochures |
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| Budget: | Varies depending on brochure, but here are some starting points. |
Insert for brochure / pocket folder
$2,275 flat rate
Pocket Folder/Brochure (8pg) Combo
Trifold Brochure
Rack Card / Postcard (front and back)
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| Deliverables: | We can design any type of brochure. The more common ones are tri-fold, book fold, corporate or corporate with pocket folder. Typically we will send over finalized files in PDF and Adobe InDesign format. The InDesign files can be edited for future and the PDF file can be printed at any time. You can see more ideas on our Brochure page. |
Advertising |
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| Budget: | Varies depending on creative time, give us a call for a quote. |
| Deliverables: | We create professional ads for your law firm and business. Typically you will receive the artwork to provide to the publication (or we will liaison with the publication directly). Ads we have created are often full or half-page ads. We have also created ads for billboards, bus stops, and other presentation materials. |
We Know Color Theory (& Yes It Matters!)
Some variables directly impact visitor impression – color being one of them. Color choice dictates a lot of our life choices- car, hair, clothes, home and work environment. When developing your brand or personality – taking full stock of your color choices can make a difference in whether your site resonates with its intended target. Many color charts exist that provide anecdotal evidence of hue based emotional associations. Empirical scientific studies are now weighing in, delving deeper into the psychology intertwined with color and why color choice is critical in your web design.
Blue – Trust, Stability, and Professionalism
- Common for: Corporate law, estate planning, and business litigation firms.
- Why: Blue is widely associated with reliability, competence, and professionalism, making it a top choice for firms that want to convey stability and trustworthiness. Many financial and corporate law firms incorporate navy or deep blue in their branding for this reason.
Green – Growth, Balance, and Ethics
- Common for: Environmental law, health law, and firms focusing on sustainability.
- Why: Green is associated with nature, renewal, and ethical responsibility. It can be a great choice for firms that emphasize environmental advocacy, health-related legal services, or corporate social responsibility.
Black – Authority, Sophistication, and Strength
- Common for: High-end litigation, criminal defense, and elite boutique firms.
- Why: Black conveys power, sophistication, and exclusivity. Many top-tier law firms use black and gold or black and white branding to signal prestige and expertise.
Red – Passion, Power, and Urgency
- Common for: Personal injury, litigation, and trial-focused firms.
- Why: Red is a color of action, urgency, and determination. It grabs attention and signals strong advocacy, making it a great choice for firms specializing in aggressive litigation. However, too much red can come across as overly aggressive, so it’s often best paired with neutral tones.
Gold – Prestige, Success, and Legacy
- Common for: Estate planning, tax law, and firms targeting high-net-worth clients.
- Why: Gold is linked to luxury, tradition, and long-standing success. It is an excellent choice for firms that want to emphasize heritage, wealth preservation, or elite legal services.
Gray – Neutrality, Logic, and Modernity
- Common for: Tech law, intellectual property, and firms focusing on innovation.
- Why: Gray is neutral, modern, and balanced. It works well for law firms that want to project an image of logic and precision without seeming overly traditional or aggressive.
Understanding Your Audience and the Emotional Appeal
When branding your law firm, it’s crucial to understand how different people interpret messages. Here’s a quick breakdown of the four types of audiences you may encounter:
- Intuitives are forward-thinking and look for innovation. Your firm should emphasize cutting-edge services and modern legal practices.
- Thinkers value logic and facts. Highlight your firm’s success rates and detailed case studies.
- Feelers respond to emotional appeals and trust. Use testimonials and stories that convey empathy and client care.
- Sensors are practical and focused on facts. Make your branding straightforward with clear, actionable information about how your services apply to their situation.
Additionally, consider how your firm is perceived. Ask:
- How do people already identify with your services?
- Does your branding resonate emotionally?
- Could changing your firm’s name redefine your brand?
In short, understanding your target audience and differentiating your firm from the competition will help your branding resonate and attract clients. If you don’t know the answers to these questions or are unsure where to start, that’s why we’re here. We’re law firm branding experts. We’ve successfully branded or rebranded 1000s of law firms and can do the same for you!
Award-Winning Law Firm Branding by PaperStreet
We offer marketing and design packages to meet every budget for every size law firm. See what we can do for you!
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