What brand personas are best for a law firm? What do marketers suggest about law firm personas? What personality types should you feature in law firm marketing?
By Marc Zasada, Managing Director, Screenfire Media
What “personality” should your law firm project to the general public? It’s a vital question. People may care somewhat about the personality of their doctor. They may care a bit more about the personality of their interior designer. They may care not at all about the personality of their CPA, their financial advisor, or their plumber.
But they really care about the personality of their lawyer—or the personality of their law firm overall.
After all, the level of aggression, trustworthiness, and approachability matters a lot in the effectiveness of a lawyer. The relationship with the client can be pretty intimate, whether it’s criminal law, injury law, business law, or estate law—even if no litigation is involved. When litigation arises, the personality issues can get intense.
You must also consider the uneasy relationship many people have with attorneys in general. Attorneys are often feared by lay people, even when they’re on our side—no kidding. How do you allay those fears to attract and retain the right clients?
Many law firms go for “button down seriousness.” The message? “When you come to us you are getting 500 years of combined experience, total competency, a deep understanding of the system, and some great dark-gray, Italian suits.” Injury firms may go for “shark-like aggression.” Estate planning firms may go for “friendly and family-oriented” when targeting one demographic, or “white-glove service” at the high end.
Should You Feature Bold Personalities or Rock-Steady Reliability?
I spoke with a partner at a large West Coast firm who said that he has agonized over the question of personality in marketing. “We do a lot of corporate business, and the bottom line in that world is ‘we are the firm that never makes mistakes.’ That means a super clean minimalism in our website, our marketing, even our language. ‘We don’t have to advertise,’ is the message we present. ‘We are where you go when you absolutely need the best and you don’t care what it costs, because any mistake means millions lost.’
“Part of that image creation,” he noted, “is that we don’t really emphasize any of the personalities here, instead with speak about the ‘firm’ as this rock-solid, long-term institution. But there’s another type of client, one who may be high net worth and really wants to form a long-term personal bond with an individual attorney. They’re impatient with a completely corporate approach, and they’re looking more for personal advice over the long term with someone they trust—someone who really cares. I sometimes worry that our image pushes those people away. That they end up with much smaller, boutique firms that feature star players. I’ve seen it happen!”
You Want to Attract the Right Clients, Not Just Any Clients
Law firms can and should consciously adopt distinct personas to resonate with their target audience, regardless of the personalities of their legal team. These personas not only shape the firm’s branding but also influence client perceptions and expectations. Done properly, the client can relate to the lawyer and the firm.
Most importantly, we know that in today’s competitive legal landscape, projecting the right personality in your law firm’s marketing efforts can be the key not just to standing out from competition, but key to attracting the right clients. Even a very large firm can’t be all things to all people. As with most marketing, you want to be just the right thing to just the right people.
Let’s take a look at a few law firm personality types.
1. The Traditional Stalwart: Exuding a sense of heritage and gravitas, the traditional law firm personality appeals to clients seeking a reliable and established partner. This persona often emphasizes the firm’s history, experience, and commitment to upholding legal traditions. In certain areas like estate planning or corporate law, where clients prioritize stability and credibility, this personality can be advantageous—even necessary, depending on the target clientele.
Pros:
· Trustworthiness: The traditional persona instills a sense of trust, assuring clients of the firm’s reliability and longstanding presence in the legal field.
· Respect for Tradition: Clients seeking the safety of time-honored legal approaches are more likely to be drawn to a firm projecting this personality.
Cons:
· Perceived Stagnation: In fast-evolving areas of law, such as technology or intellectual property, projecting a traditional persona might inadvertently suggest a lack of adaptability.
· Limited Appeal to Modern Clients: Younger, tech-savvy clients might find it challenging to connect with a personality rooted solely in tradition. Mahogany paneling and shined shoes might be a turn-off.
2. The Innovative Maverick: In contrast to tradition, an innovative law firm personality showcases adaptability and a cutting-edge approach. This persona resonates well with clients seeking creative solutions and forward-thinking strategies. Practice areas like technology law or startup assistance benefit from projecting this persona.
Pros:
· Modern Appeal: Clients looking for fresh perspectives and out-of-the-box solutions are likely to be drawn to an innovative personality.
· Adaptable: This persona positions the firm as open to change and ready to evolve alongside a dynamic legal landscape.
Cons:
· Risk of Perceived Inexperience: For some clients, a focus on innovation might raise concerns about the firm’s depth of experience in handling traditional legal matters. In essence, they may associate this personality with risk.
· Overemphasis on Change: In fields where stability is paramount (such as in established corporate environments), projecting an overly innovative personality could alienate clients seeking proven methods.
3. The Compassionate Advocate: For areas of law dealing with personal challenges like family law or immigration, projecting a compassionate persona can be highly effective. This personality highlights the firm’s empathetic approach and its commitment to understanding clients’ emotional needs.
Pros:
· Client-Centric: The compassionate persona positions the firm as genuinely caring for clients’ well-being beyond legal solutions.
· Trusted Advisor: Clients facing emotionally charged situations often seek not just legal guidance but also a supportive advocate.
Cons:
· Potential for Burnout: Creating and maintaining this persona can take its toll. Constant and purposeful engagement with emotionally intense cases can lead to burnout among legal professionals.
· Professional Boundaries: Striking a balance between empathy and maintaining professional boundaries can be challenging.
· Some higher-end clients may find this personality a turn-off.
4. The No-Nonsense Authority: In practice areas demanding assertiveness and firm control, such as criminal defense, business litigation, or personal injury, projecting a no-nonsense personality can be compelling. This persona portrays the firm as tough, resolute, and fully capable of handling high-stakes situations. As an example, think about those billboards for Morgan & Morgan featuring John Morgan with his arms crossed and that famous, uncompromising bulldog look on his face.
Pros:
· Confidence: The no-nonsense personality exudes confidence and assures clients that the firm is prepared to take charge of their legal battles.
· Decisiveness: Clients appreciate a firm that takes clear and decisive actions in their best interest.
Cons:
· Intimidation: The no-nonsense persona might inadvertently intimidate clients who seek a more approachable and collaborative legal representation.
· Limited Flexibility: Savvy clients may fear that the “no-nonsense” personality might struggle to adapt to situations requiring more nuanced, diplomatic approaches. They fear they might end up in litigation where it could have been avoided.
5. The Community Partner: For law firms focusing on local or community-oriented practices like real estate or small business law, projecting a community partner personality can foster strong connections. This persona emphasizes the firm’s role in supporting and enhancing the general good in local matters.
Pros:
· Local Trust: Clients often feel more comfortable seeking legal assistance from a firm that actively engages with and supports their community.
· Networking Opportunities: This persona can lead to increased referrals from local businesses and organizations.
Cons:
· Niche Appeal: The community partner personality might have limited appeal outside the firm’s immediate geographic area.
· Balancing Act: Striking a balance between community involvement and the demands of legal practice can be challenging, and looking for that balance might alienate more aggressive clients.
6. The Shark-Like Persona: In personal injury law, where aggressive negotiation and strategic tactics are often paramount, some law firms adopt a persona that exudes an aura of cunning and assertiveness. This “sly and shark-like” projection aims to portray the firm as fierce advocates who will do whatever it takes to secure the best outcome for their clients.
Pros:
· Perceived Aggressiveness: Clients seeking aggressive representation might be attracted to a law firm projecting a sly and shark-like persona.
· Quick Settlements: The aggressive tactics associated with this persona might imply quicker settlements, which could, again, attract certain clients.
· Confidence in Winning: The persona can instill confidence in clients that the firm is determined to win at all costs, providing a sense of security.
· Effective Negotiators: Clients might believe that the firm’s aggressive approach will lead to better negotiation outcomes.
Cons:
· Ethical Concerns: Embracing tactics that push boundaries can endanger the firm’s reputation and push some clients away.
· Client Mismatch: Clients who prioritize ethics and professionalism might be repelled by a law firm projecting a sly and shark-like persona.
· Trust can be an issue: Many people harbor an instinctive distrust of lawyers…and those who project this persona can trigger that distrust. Who is the lawyer working for? Will they seek compromise which limits the fallout from the case?
7. An Alternative Approach: The Tenacious Advocate: An alternative to the sly and shark-like persona is the “tenacious advocate.” This personality conveys determination and persistence while making it clear that the firm will never resort to questionable tactics. It emphasizes the firm’s commitment to tirelessly fighting for clients’ rights within the bounds of the law. This persona attracts clients seeking assertive representation without compromising on ethics.
Pros:
· Wider Appeal: This personality can attract clients seeking strong advocacy while still valuing ethical behavior.
· Long-Term Viability: Focusing on ethics and professionalism contributes to the firm’s credibility and longevity.
Cons:
· Perceived Passivity: Some clients might misconstrue “long-term tenacity” for passivity and opt for more aggressive-seeming firms.
· Delayed Outcomes: The commitment to ethical practices might imply longer negotiation processes, which could be a downside for clients seeking rapid resolutions.
Consider a Half-Day Brainstorming Session with a Branding Expert.
Branding matters—a lot. But projecting the right law firm personality in marketing starts with a deep understanding of your firm’s values, strengths, and the needs of your target clients.
We often suggest a serious, half-day brainstorming session among partners, with the aid of a branding expert, to nail down a persona that will be projected throughout the firm’s marketing endeavours—consistently, pro-actively, and effectively.
Screenfire Media Is Here to Help
Screenfire Media provides branding, storytelling, and market research expertise—we help you craft your story, then we help you tell it to the world. We offer special expertise to law firms, and have a group specially dedicated to estate planning and related practices.
Please reach out: Contact us via the form on this page or send an email to [email protected].
