Regardless of your industry, branding is crucial for a successful lead generation campaign. It serves as the foundation upon which every other aspect of a strategy stands. Yet, in the competitive landscape of injury law, effective and cohesive branding is especially important.
Your brand informs the messaging present on your website and social media posts. It guides the design of your print ads and billboards. It shepherds the storylines in your television commercials. Branding infiltrates everything. And, if you want to have a successful lead generation campaign, you need branding that connects with your target audience.
It’s important to begin by recognizing that you already have a brand. Even if you haven’t put a ton of thought into it, your brand develops every time you interact with a client, make a social media post or place an ad. Maybe your brand isn’t cohesive across all your platforms. Maybe your brand doesn’t do a great job of connecting with your audience. But that doesn’t make it any less of a brand.
Here are the three most-effective branding tips we’ve learned in our years of working with and generating leads for personal injury law firms.
1. Make data-informed branding decisions.
Typically, we think of branding from a creative point of view. What are the messaging, colors and designs you need to best market your firm? Have some ideas in mind? Great. But before we finalize those important details, we need to take a look at your data.
Your data says a lot about your firm. Who are your customers? How are they currently interacting with your brand? Is your current branding successful in reaching your target audience? Do certain creative directions convert more leads than others?
Once you understand your audience and the data it yields, you can understand how to structure your brand to best reach it.
2. Draw out your personality.
Believe it or not, there are many ways to brand a personal injury law firm. While the rough and tumble “we’ll fight for you” lawyers may take up a chunk of the market, we know that not every personal injury attorney shares that personality. Yes, there are some who embody the protective role. Others showcase their soft-spoken compassionate personalities. Some choose to run down the academic and sophisticated route.
We recommend that your injury law firm builds a brand that reflects the personality of the attorneys within your firm. Your customers expect honesty and authenticity. Don’t present yourself as something you’re not. Allow your personality to flow through your firm’s messaging and creative assets.
3. Make sure your brand is unified across all platforms.
Finally, you need to ensure your branding is unified across your platforms. This may seem obvious, but everything from your website and social media posts to the creative on your billboard needs to share unified messaging and design.
However, your brand also extends beyond your marketing. The way your staff interacts with potential clients on the phone, the way you treat others in court: all of this is part of your brand. Your messaging is more likely to stand out to clients if it is cohesive across your entire business.
4. Don’t be afraid to reach out for help.
Developing and implementing a large and cohesive branding strategy is a lot of work. Don’t be afraid to reach out to an expert. Whether you need some strategic consultation on the front end or you need help implementing the branding roadmap, a marketing agency partner can truly benefit your firm.
Here at MHP/Team SI, we have nearly a decade of experience working with personal injury law firms to develop their branding and pull in leads. We think of ourselves as industry experts, and we’d love to have a conversation with you to help you unlock your potential.