Is branding and social media important in legal services?

Social media and powerful company branding are inconsistent in the legal services sector. For every firm crushing it on Twitter, LinkedIn or TikTok there are many more with neglected profiles and inconsistent messaging. Perhaps you think that social media just isn’t for the legal sector? That creating a strong online brand for your company is a waste of time?

But social media can reflect who you are as a firm and deliver that message to wider network.

Social media is ubiquitous. When you accept that and tap into it for your company, it can really play to your benefit. It is essentially a whole other world in which you have the opportunity to enhance your company and reach people you may never have reached before.

Interested piqued? Carys Bello, Fellows and Associates’ Head of Social Media, elaborates…

Company branding:

Branding is very important when it comes to social media. Your branding is essentially your reputation and your visibility. It is about how your target audience sees you, it is not only your logo but the entire feel and look of your company. Branding is a great tool because you have the chance to visually communicate your company values, visions and expertise. Having a strong corporate identity builds trust from your audience as they can instantly recognise what your company is about and they now know who you are collectively. If you think of it like online dating, you usually would pick the profiles that say a lot about that person and you can tell if they are your kind of match before even messaging. It’s unlikely that you would message a profile that leaves you unsure of anything about that person. Creating a unique and standout brand that is consistent and in line with your values will set you apart from other competitors that may get lost in a sea of companies due to little branding. Here are some reasons why it can help enhance your company.

1. Charge more

A study by Professional Services Marketing, by Mike Schulz, John Doerr and Lee W. Frederiksen shows that the price advantage of a strong brand in the legal sector can be around 50%. This means that well branded firms are able to charge substantially higher prices than competitors.

2. Talent

Generations Y and Z arguably care about social media and a company’s brand more than those that preceded them because they have grown up with it and are usually the most immersed in it. Therefore, if you want to attract them, you are going to need to grab their attention in a world in which they have every company accessible to them digitally jumping out at them. Be the firm that draws their eyes and be a company that they want to get behind.

3. Winning referrals

When your company has a strong brand, this will help you retain your existing clientele and attract new clients.  Why? Because it creates forums for clients and potential clients to discuss your firm and ensures your name is prevalent in the discourse. A clear branding often increases referrals from satisfied clients and those referrals, when supported by your great branding, enhance your credibility.

Carys Bello