When it comes to brand design, few organizations pose a bigger challenge than law firms. Why? Because good brand design dares to be distinctive. And the consensus-driven culture at most law firms is at odds with making daring moves.
What’s a legal marketer to do? Is it possible to unveil a striking new graphic identity or a cutting-edge website that is distinctive, without losing your sanity—or risking your job?
The answer is yes, if you employ the right strategy. Here are five ways to help achieve success.
- Deploy a "Cathartic" Pre-Project Questionnaire
Before you consider anything around design, send a questionnaire asking partners for their thoughts on the firm's current visual identity and website. You’re not going to get many shocking marketing insights, but that’s not the point. This is a political exercise. It allows partners to vent their frustrations and makes them feel involved. By inviting them into the process, you build early goodwill and reduce the chance of future friction.
- Embrace the Cantankerous Rainmakers
Some law firm branding challenges are actually ego problems in disguise. A partner who loudly objects to a brand concept usually isn't mad about the colors; they are thinking, "I was a top earner last year, and nobody bothered to ask my opinion." Bring your firm’s squeaky wheels and loudest skeptics close to the process early. Involve them in initial strategy sessions. Once they help build the foundation, they will defend the results.
- Tie Design to Strategy
Lawyers will critique design options based on personal taste unless you ground the conversation in strategy. So, never begin a presentation by showing layouts. Always start by reviewing the business goals (that everyone has previously agreed upon). Then, walk the partners step-by-step through how your design choices systematically address those specific business challenges.
- Enlist a Partner-Level "Champion"
Even the most talented marketer needs an internal ally. Recruit a highly respected, long-tenured, and likable partner to join your project team. Having an influential "champion" who can help build consensus among their peers is the most effective way to disarm skeptics and gain approval for bold branding choices.
- Ban the "Big Unveil"
There should never be a dramatic, theatrical reveal of a design. If partners are shocked by a brand concept, they will reject it. Instead, telegraph your recommendations. Move through a highly iterative process, sharing small strategic ideas and style directions over time. By the time the final design is delivered, it should feel like an inevitable, logical next step to everyone involved.
Learn More
If you’d like to learn more about the planning phase of a law firm website project, we explore this concept in greater detail in our article “No-Drama Web Design, Part 1.”
About the Author
Robert Algeri is a co-founder of Great Jakes, a strategy-first brand and website design agency that partners exclusively with growth-focused law firms. He helps firms clarify their positioning and translate it into modern digital experiences that differentiate them from competitors. Deeply involved in the legal marketing community, Robert is an active member of the Legal Marketing Association (LMA) and has served on a range of boards and committees. He also writes and speaks regularly on law firm branding, websites, and growth, including contributions to industry outlets such as the LMA’s Strategies magazine.
