How important is your law firm's brand?

We recently ran a short pulse survey with a group of law firms to explore how they think about branding. It wasn’t a huge sample, but the responses revealed some genuinely helpful insights. The kind that spark ideas, challenge assumptions, and help us, as marketers, support law firms more strategically.

In many ways, the results confirmed what we’ve sensed for a while. Branding is no longer a fluffy extra. But there were also areas where firms seem stuck or unsure and that’s where we, as marketing professionals, can step in and offer clarity, direction, and leadership.

Here’s a look at what came up and what we, as law firm marketers, might want to do about it.

Branding now matters. A lot.

A strong majority — 87.5% — said branding is very important to their firm. That might not sound surprising, but it's a big shift from just a few years ago. Branding used to be seen as a “nice-to-have” - something you worried about after everything else was sorted. That’s changing.

Today, more firms understand that their brand is about reputation, trust, differentiation and yes, growth. It’s how you attract the right clients, retain great people, and get chosen over someone else who can technically do the same job.

For marketers, this is a green light to be bolder in how we talk about brand internally. It’s no longer something we have to justify. Instead, we can focus on showing how brand becomes a commercial asset, not just a visual one.

Reputation is still king.

When we asked firms what aspect of branding helps them attract clients the most, almost everyone said “reputation.” That was streets ahead of things like messaging, visual identity, or online reviews.

This makes perfect sense. In legal services, trust is everything. Clients want reassurance, credibility, and a sense that they’re in safe hands, especially when the stakes are high. A firm’s reputation, built over time, is what delivers that trust.

But reputation isn’t always visible. It’s not enough for your team to quietly do good work. Your brand needs to reflect and reinforce your reputation through consistent storytelling, client testimonials, thought leadership, and tone of voice.

As marketers, our job is to draw out that reputation and make it easier for others to see, especially online.

Culture and people are the true differentiators.

We also asked firms how they stand out in the market. Half said it was because of their people and culture. The rest mentioned client care, special services, or unique expertise.

It’s a powerful reminder that, while technical ability is important, people choose to work with people. And when you’re in a sector where the services can feel quite similar, your culture, how you work, what you value, how your team treats each other, becomes a key differentiator.

Yet too often, this gets buried behind formal language or stock photos. If your firm says it values its people, that needs to come through in how you communicate, in your website bios, social media posts, recruitment pages, and the way your team is visually represented.

Marketers can play a leading role here, bringing internal stories to life and showing prospective clients and recruits what it really feels like to work with the firm.

Online presence is tightly tied to brand.

Three-quarters of the firms said their brand is very important to their online presence. Again, this tracks with what we’re seeing more broadly — a client’s first interaction with your firm is often digital.

Your website, your LinkedIn page, your directory listings, they all tell a story. If they’re inconsistent, out of date, or just bland, clients won’t get a sense of what makes you different. And if your messaging is unclear or confusing, they might not even be sure what you offer.

That’s why it’s so important to keep your digital presence aligned with your brand. Check whether your core messages are consistent across channels. Make sure your site reflects your tone, values, and expertise. And ask yourself if your content actually makes it easier for clients to choose you.

Brand consistency is still a sticking point.

When we asked how consistent their branding is across platforms, half of the firms said “somewhat consistent.” None said their branding was inconsistent — which is a positive sign — but there’s clearly room for improvement.

Brand consistency isn’t about being rigid. It’s about building trust and familiarity. When a client sees your proposal, visits your website, and reads your email footer, they should all feel part of the same story.

One practical step here is to create a simple brand guide that includes tone of voice, visual style, and key messaging. Make it easy for everyone, from assistants to partners, to apply your brand in the materials they use day to day.

The usual challenges? Budget, clarity, and connection.

In the open-text responses, firms pointed to a familiar list of branding challenges: limited budget, mixed messaging, difficulty reaching the right clients, and a lack of understanding about what branding really is.

These are real challenges. But they also present a real opportunity for marketers to lead.

Often, what firms need isn’t more money or a huge rebrand. They need focus — clarity on who they are, how they’re different, and how to say that clearly. They need confidence that investing in their brand will pay off. And they need someone to make the process feel achievable rather than overwhelming.

If you can show small wins, for example, how a tweak to your LinkedIn approach generated new leads, or how improved visuals boosted engagement, it’s easier to build momentum for bigger changes.

Appetite for change is there — but it varies.

Only a quarter of respondents said their firm is actively ready to review and refine their brand. Others showed interest, but wanted to better understand the value. A few said branding isn’t a priority right now.

This tells us two things. First, some firms are raring to go, and they’ll benefit from structured, strategic input to help them move fast. Second, others need help seeing branding as a business tool, not just a marketing task.

Offering a brand “health-check” or even a competitive snapshot can be a great starting point. It opens up the conversation and helps others see how your brand compares to the firms clients are also considering.

For many, a refresh is long overdue.

Only two of the eight firms said they’d invested in their brand in the last year. Most hadn’t done so for at least five years, if not longer.

This isn’t unusual. Legal brands often evolve slowly. But the pace of change around us, in client expectations, technology, and market competition, means that a brand created even three years ago may already feel outdated.

That doesn’t mean every firm needs a full rebrand. Sometimes, a focused refresh is all it takes to modernise messaging, improve visuals, or bring your tone of voice in line with how you actually talk to clients.

For marketers, the key is to make change feel manageable and to tie it to real-world outcomes like recruitment, client acquisition, and retention.

So what does this mean for law firm marketers?

There’s a lot to be optimistic about here. Firms increasingly understand the value of branding. They know their people and reputation are key strengths. And in many cases, they’re open to doing more, they just need help getting started.

As marketers, we’re well placed to take the lead. We can show how branding connects to business outcomes. We can provide clarity where there’s confusion. And we can shape brand narratives that reflect who the firm truly is.

Your next move doesn’t have to be a rebrand. It could be a brand audit, a messaging refresh, or even a conversation with leadership about what your brand currently says and whether that still holds true.

And if you’re not sure where to begin, just ask. We’re here to help. Drop me a line if you'd like to discuss your brand and i can point you in the direction of some talented people who can help to bring your law firm's brand to life.