The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Usually when most attorneys think of their law firms and their legal practices, the word “brand” doesn’t readily come to mind. But it should. And here’s why.

Developing your unique brand is essential for effective law firm marketing because prospective clients:

• Have many, many attorneys in your practice area and geographic area to choose from.
• Believe all attorneys are equal.
• Want to know why they should select you for their attorney.

So the more clearly you can define yourself and your practice, the easier it will be to convey that through your law firm marketing materials; the easier it will be to attract more clients; and the easier it will be to grow your practice.

To help you begin branding your law firm and your legal practice, here are 8 questions for you to answer: (If you find these difficult to answer, ask them of the people you trust. Often they’ll see aspects you’ll take for granted, because these aspects come so naturally to you.)

1. Who are you? (Think in terms of roles, values, personal qualities and who you are in relation to others.)
2. What are your natural gifts and strengths?
3. What have you experienced in your life and career?
4. What specialized training have you received?
5. In what areas are you already well-connected?
6. In what areas do you feel uniquely qualified to serve your clients?
7. Where are you perceived as an expert?
8. How do you bring out the best in others?

Although these questions may seem rather simple on the surface, they are designed to help you dig deeply into what makes you and your practice unique. Once you have a clearer idea of what makes you and your practice unique, then the next step – identifying clients – will come even easier.

In my next post, I’ll discuss 9 keys you can use to identify your ideal client.

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Do you want to grow your law practice, increase client referrals and make more money in these challenging economics times? Then subscribe to The Rainmaker Advisor Journal. To get your free trial copy, go to: www.therainmakeradvisor.com