Creating a Brand through Advertising!

Differentiation is one of the most critical ways to gain recognition and build brand awareness. Communicating your firm’s unique characteristics, expertise, strengths and successes to a large number of prospects can be achieved through advertising. An advertising company is not about selling the skill of your firm, but about promoting the qualities that differentiate your firm from so many others. Differentiation is your brand, and advertising is about positioning that brand by promoting and communicating your firm’s differentiators to a targeted mass audience.

For a mid-sized law firm to be successful, it needs an effective marketing and sales initiative. Without marketing, public relations and a strong business development strategy, few clients or prospects would know about the firm and why it is unique, resulting in fewer opportunities for new business. Advertising is just one tool in a successful marketing and business development program that can help create new opportunities.

The goal of an advertising company is to focus attention on what sets your firm apart from others. Branding, through repeated, frequent advertising, is the most effective way to accomplish that goal. Advertising means generating opportunities, and good advertising is generating thousands of potential opportunities every day. The only way to be heard is to speak, and the only way to be remembered is to repeat over and over a very simple, compelling, single-minded message. Consider that the public is faced with roughly 700 ads and brands per day. To stand out, you must not merely speak, but yell, breaking through the clutter and getting the attention of the prospect with the use of strong creative and a quick, easy-to-retain message.

The advertising company broadcasts your differentiators to a targeted audience of mass proportions. It delivers your message to a broader audience and at a faster rate than any other marketing tool. Repetition and frequency are key components of a successful advertising initiative. Once you establish your brand message, you must drive that message into the minds of clients, prospects, and even staff members. The most effective and efficient way to do so is through frequent, repeated advertising in the same publications or airwaves reaching the same industry or targeted audience. Advertising is an investment in growth, generating opportunities, positioning a brand and reaching thousands of potential clients. If the legal industry is based on successful relationships, then your next goal should be to learn to recognize and capitalize on the new opportunities brought to you through advertising. Advertising is still big!