Your Brand is Your Business: The 4 Common mistakes in law firm branding

No matter what type of retreat, fundraiser or event your firm is participating in, the overall vision should stick closely to the original brand. This is true for everything from dcor to invitations to charity journal ads. Example: A client of mine had a strong interest in the arts and once a year opened his office to the public for a private viewing of his extensive corporate art collection. Rather than letting the art collection drive the event, he stayed true to firm branding. Everything at the event (from napkins to invitations) prominently featured the colors, fonts and logo of the firm. The firm specialized in high-end litigation matters for high net-worth individuals and the event reflected that. Don’t forget that everything must be done through the prism of the firm’s brand strategy…or you put your brand at risk. Letting practice groups create their own identity. Never forget that practice groups are part of a larger brand. Whether you have two or twenty, each group is still beholden to the identity of the firm as a whole. That means no playing with logos, colors or layouts when it comes to Power Point and other materials viewed by clients. To avoid this kind of dilution, make sure to have clear brand guidelines (where and how the logo can be placed, the colors that can be used, etc…) and, for those willing to go the extra mile, brand templates. If you must give practice areas their own identity, consider using color to differentiate between them. Keep logos and design the same, but assign each group their own specific color.

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