Which of the below examples is how you would like your law firm’s staff to describe your firm?
“I work for a law firm downtown.” Or
“I love working for one of the state's most prestigious commercial real estate firms. We have been involved in many of the high-profile real estate transactions in the city.”
While lawyers typically can describe the law firm that they work for, too often the staff of the firm does not have this knowledge. As the above example shows, this can lead to missed opportunities to gain a client or at the very least a potential referral.
Your support team should know what your company brand is, what it means, why it is important, and how they can help grow the practice, which benefits everyone.
Understanding the firm’s brand also helps employees care about the firm and gives them a sense of purpose and even a sense of ownership. When people believe in the company and feel engaged, they are more motivated to work hard and together as a team. In addition to helping market the law firm, it also helps the firm attract and retain the right talent to sustain the practice.
When employees know your brand, they can represent that brand when they can engage with clients, referral partners, business partners, etc. They often serve as the “face of the organization.”
As a starting point, you should document and train your team on the following:
- Firm’s Vision / Mission Statement (purpose and differentiators)
- Firm’s Core Values
- Firm’s Target Clients
- How to Present the Firm’s Brand
- Potential Case Studies and/ or Verdicts
- What Marketing Materials are Available
This training should be conducted anytime you bring on a new team member and it makes sense to review your brand during the year with your entire staff as a refresher, and especially if anything has changed (rebranded) or there is new messaging (new marketing campaign).
Remember, your team are not just employees, but are also an extension of your firm. Invest the time so that they help attract new clients and referral partners as well.
