Someone recently compiled and posted the taglines of the world’s top law firms. The list is cringe-worthy. A quick glance reveals tagline after tagline of monotony. Here are a few examples from the AmLaw 100:
- Experience. Creativity. Results.
- Experience Innovation
- When Experience Matters
- Everything Matters
In my opinion, the law firm tagline is a symbol of a misguided approach to law firm marketing. Why? Because taglines treat law firms like companies. And it’s a mistake to treat a law firm (with dozens of practices) as a monolithic company with a single mission.
The result is pablum. You end up with a tagline that says little, is forgettable, and sounds like everybody else’s tagline. It’s a rare firm that can sum up what makes it special in a few words. Hence, vague taglines like the “Power of Collaboration” and “Partnering for Progress.”
While building a firm’s brand is a worthy endeavor, a tagline won’t help in that effort. Instead of creating taglines, firms are better off focusing their efforts on marketing their attorneys. Encourage them to be thought leaders in a particular niche and give them the tools and guidance to distribute their work effectively online. This will build the reputation of your attorneys and attract better clients – and eventually result in a strong firm brand.