Awards can be a game-changer for law firms, offering visibility, credibility, and opportunities for growth. But how do you ensure that your submissions stand out from the crowd? In a recent episode of the Law Firm Marketing Club's Podcast, Donna O'Toole, founder of August Recognition and an expert in awards strategy, shared essential tips to help law firms maximise their chances of success.
Here are some of Donna's top tips form the episode, which can be listened to in full, here.
Identify your goals
Before diving into the awards process, it's crucial for law firms to identify their goals. Whether you’re aiming to attract new clients, recruit top talent, or showcase a positive workplace culture, having clear objectives will ensure that your award entries are purposeful and impactful. Donna explains, “If you don't have a goal for your awards, it's going to be very difficult for you to pick the right ones." By aligning your applications with your goals, you’ll be able to demonstrate the value your firm can bring, both internally and externally.
Showcase your impact
Awards judges are looking for real, measurable results. Whether it’s client successes, operational improvements, or cultural achievements, showcasing the impact of your work is key. Donna advises, “What judges are looking for is not just good intentions but actually proof points that show you’ve done something and it’s had an impact." Law firms should provide tangible examples of their outcomes – numbers, statistics, or any other evidence that highlights success. If you can demonstrate how your firm has made a difference, you’ll stand out from the competition.
Be mindful of confidentiality
It’s important to be cautious when submitting award entries to ensure that sensitive client information is protected. While judges typically sign NDAs to maintain confidentiality, law firms should consider anonymising client case studies when needed. Donna highlights the importance of balancing transparency with privacy: “Make sure that you're still demonstrating the work but without breaching confidentiality." Finding this equilibrium is key – showcasing your achievements while maintaining the trust and privacy of your clients.
Select the right awards
Not all awards are created equal. Focus on those that align with your firm’s strengths and strategic goals. For instance, if your firm is leading in technological innovation, seek out awards that recognise this. Donna advises, “Awards are not all the same. It’s about picking the ones that resonate with your firm’s values, what you want to be known for." Additionally, consider entering business awards that extend beyond the legal sector – these can open doors to a broader audience and elevate your firm’s reputation across industries.
Balance local, national, and international awards
Strike a balance between local, national, and international awards. Local awards can provide visibility within your community, strengthening your reputation in the area. Meanwhile, national and international awards offer broader exposure and the potential to elevate your firm’s standing on a larger scale. Donna suggests, “Local awards are great for community recognition, but national and international awards can give you that broad, far-reaching credibility.”Understanding where your firm fits and what it aims to achieve will help in selecting the most relevant awards.
Leverage personal branding
“People buy from people, and even the largest brands in the world, you know who the person is behind it. Their name is synonymous with the brand. If you look at Steve Jobs, you look at Elon Musk, it doesn't matter who it is, whether you like them or not. It matters that you know who it is that's behind the business, but no one's phoning up Tesla expecting to speak to Elon Musk.”
As Donna highlights, personal branding is crucial for lawyers looking to make their mark. “People connect with people. Even the largest brands are often recognised because of the person behind them.” A strong personal brand can significantly elevate a lawyer's visibility and credibility, making them a more attractive candidate for awards and recognition. The more effectively lawyers present themselves to the world – through platforms like LinkedIn, public speaking, or media contributions – the better their chances of being noticed by awards judges.
Benchmark and strength test your firm
Try to take a critical look at your firm’s achievements. Don't just rely on self-perception – gather evidence and feedback to confirm what sets your firm apart. Donna advises, “The best way to benchmark your firm is to gather feedback from clients, peers, and your team, and then compare it against your competitors." This will not only strengthen your award submissions but also help refine internal processes. By benchmarking your firm's performance, you can highlight areas of excellence and ensure that you're consistently raising the bar.
Do your due diligence
Not all awards are worth pursuing. To avoid wasting time and resources, it's important to thoroughly research award programs before entering. Be selective about the credibility of the awards you're applying for, as some may not offer significant recognition. Donna cautions, “You want to make sure you're entering the right awards that will have a real impact on your business and reputation.” Take the time to understand the award’s credibility and the potential benefits it offers.
Sustainability and diversity: key considerations for the modern firm
Donna highlights two trends that are becoming increasingly important in awards: sustainability and diversity. In today’s competitive landscape, judges expect law firms to demonstrate their commitment to sustainability – not just through flashy offices, but by actively reducing their carbon footprint. “It's not enough to have a big, shiny office; judges are looking at your environmental footprint and sustainability efforts," Donna shares. Similarly, diversity and inclusion practices are crucial. Law firms must go beyond surface-level claims and demonstrate genuine actions to create an inclusive workplace. These factors have become key evaluation criteria for many award categories.
Stay ahead of emerging trends
It's essential to keep an eye on emerging trends, such as AI, and assess how they align with your firm’s goals. However, Donna cautions against entering awards simply because they mention trends like AI or technology. “Don’t enter an award for AI just for the sake of it. It has to be relevant to your business and your long-term strategy." Instead, focus on whether these trends truly add value to your firm and help achieve its strategic objectives.
Leverage free tools and assessments
Donna offers a range of free resources on her website, August Recognition, to help law firms navigate the awards process. The "Awards Generator" tool allows firms to input their details and receive a list of five credible awards they could enter, making it easier to get started. Additionally, she offers a free awards assessment for businesses looking to assess their readiness and identify areas for improvement. As Donna explains, “Our free assessment helps you figure out where you stand and gives you guidance on how to improve your chances of winning.”
Entering awards is an invaluable way for law firms to build their reputation, attract clients, and elevate their brand. By following Donna’s expert tips – from defining clear goals to leveraging personal branding – firms can significantly enhance their chances of success. With a strategic approach and the right tools, awards can serve as a powerful vehicle for growth and recognition in the legal sector.
To hear more insights from Donna, listen to the full podcast episode of the Law Firm Marketing Club’s Podcast and learn how your firm can make a mark in the world of awards. You can also visit August Recognition to access valuable tools and services to help you start winning the awards your firm deserves.
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