Are your legal services viewed as a commodity or a brand? Law firms are struggling with price pressures from customers and prospects, yet few law firms actively and comprehensively market their services in a branded way. As an agency that works not only with law firms but also with branded companies like Hormel, General Mills and 3M, we’re used to designing marketing campaigns that build on branded products and services and make the case for the price premium customers expect to pay.

Branded product marketing communicates higher quality, greater overall satisfaction and the higher likelihood that the product will meet the customer’s specific needs. In the case of branded services, the customer service dimension, including a satisfaction guarantee, is highlighted along with the promised end result. Branded product and service marketing tout the key differentiators that make that product or service unique.

Law firms that seek to build market share and pricing power should develop a branded marketing strategy and communicate their brand promise in a consistent, comprehensive way.

– Joshua Schneck