Law Firm Branding: Look Forward

Law firm branding is about defining what makes your firm relevant, unique, and appealing to clients today—not simply leaning on the laurels of the past. While many firms proudly highlight their long history, clients rarely choose a firm because of what it accomplished a century ago. Instead, clients want to know how your firm can meet their current needs and help achieve their goals.

Here’s why forward-looking branding matters and how firms can create dynamic, future-focused identities that resonate with clients.

Why Clients Don’t Prioritize History

"I'd love a super old law firm" said no one ever. That's not the right priority.

1. Clients Care About Results, Not Age

Whether a firm has been in continuous practice for 100 years or just a decade, the question clients ask is: “How will this firm help me win my case or close my deal?” Stability is reassuring, but it’s rarely a deciding factor.

2. Modern Problems Require Modern Solutions

Clients need firms equipped with innovative strategies, cutting-edge technology, and forward-thinking approaches. Highlighting founders’ achievements from the 1920s or ’30s does little to assure clients of a firm’s relevance today.

3. Historical Nostalgia Doesn’t Drive Business

Just as you likely wouldn’t choose an accounting firm based on what its founders did during the Great Depression, clients won’t prioritize what a law firm accomplished in the Civil War era. What matters is the firm’s ability to solve today’s challenges efficiently and effectively.

Shifting the Focus: Looking Ahead While Leveraging History

You can have your cake and eat it too (more on that in a second).

1. Tie History to Today’s Goals

A firm’s legacy can add depth to its brand if framed in a way that underscores its relevance:

• Example: Instead of saying, “Founded in 1920,” reframe the message to focus on continuity and expertise: “A century of innovation, solving complex legal challenges for modern businesses.”

2. Celebrate Recent Achievements

Tell prospective clients what the firm has accomplished recently. Highlight:

• Successful case results.
• Growth in practice areas.
• Community involvement.
• New technology investments that improve client outcomes.

Engaging the Team: Internal Branding and Buy-In

A successful rebranding effort starts with getting everyone at the firm on board. Here’s how:

1. Educate Your Team

When launching a new branding initiative, hold firm-wide presentations to explain:

• The rationale behind the new brand identity.
• How it aligns with the firm’s goals.
• Why it benefits clients and supports the firm’s future.

2. Celebrate the Rollout

Make the launch a memorable event by celebrating the firm’s progress. Creative rollout ideas include:

• Branded Cakes: Customize cakes with edible versions of the new logo or campaign themes. For example:
  • A firm launching a “Large yet Agile” brand identity might showcase their logo on photo-quality frosting.
  • A trademark-focused firm rebranding around “Protecting Trendsetters” could incorporate their accent colors, such as orange-themed treats, drinks, and giveaways.
• Thematic Elements: Tie your celebration to the brand message. For a “Small but Mighty” campaign, a firm might serve cakes shaped like chili peppers to reflect the brand’s bold personality.

3. Build Excitement Through Swag

Offer employees branded items like sunglasses, pens, or stress balls to boost enthusiasm. These elements make the rebranding tangible and encourage staff to embrace the new identity.

Creative Examples of Law Firm Branding

Here are some ideas.

1. "Winning Truths"

A firm branding itself around its knack for uncovering the key fact that wins cases uses metaphors like the arch or keystone to symbolize simplicity and strength. Its website and marketing materials emphasize this approach, drawing clients with complex legal needs.

2. "When Everything Is on the Line"

A trial firm with a 98% win rate centers its branding on high-stakes expertise. Its bold website design features client testimonials, dynamic courtroom imagery, and statistics that build trust.

3. "Defenders of Today’s Innovators"

An intellectual property-focused firm creates a brand identity around protecting trendsetters. Their launch party includes vibrant orange themes to reflect the brand's forward-thinking and creative focus.

Why It Matters: Branding as a Promise

A brand is more than a logo or tagline—it’s a promise to the marketplace. A forward-thinking brand assures clients that:

• Your firm is innovative and relevant.
• Your team has the expertise to meet today’s challenges.
• You are focused on client success, not resting on past laurels.

Firms that cling to outdated branding risk appearing stagnant, while those that embrace modern, authentic identities stand out in competitive markets.

Tell Your Story, but Keep Moving Forward

Law firms should honor their history, but only as a stepping stone to communicate current relevance and future potential. Clients want to know not just where a firm has been, but where it’s going—and how it can help them achieve their goals along the way. By focusing on fresh achievements, engaging your team in branding efforts, and celebrating progress, your firm can build a brand that inspires confidence and drives business growth.