Law firm branding that resonates: insights from Jim Walton

In a recent episode of the Law Firm Marketing Club podcast, host Sophia Stancer engaged in a conversation with branding expert Jim Walton, founder of Ascend Studio. They delved into the nuances of law firm branding, and Jim shared valuable insights that can help legal professionals build stronger, more meaningful brands. Let's explore the key takeaways from their discussion.​

Align your brand with your services

Jim emphasised the importance of ensuring that a firm's brand accurately reflects its services. He stated, "Successful brands always present a clear and consistent alignment with the services they actually deliver." For law firms, this means that your visual identity, messaging, and online presence should genuinely mirror your firm's expertise and values.​

Tip: Review your website, social media profiles, and marketing materials. Do they accurately convey what your firm does and the experience clients can expect?​

Stand out by being authentic

Many law firms fall into the trap of using generic branding templates. Jim suggests digging deeper into your firm's purpose, culture, and unique market position to create a brand that truly represents you. He noted, "Rather than copying what other firms are doing, define your own brand truth."​

Tip: Instead of mimicking other firms, focus on what makes yours unique, be it your approachability, specific expertise, or commitment to the community.​

Connect emotionally with your audience

Branding isn't just about aesthetics; it's about how your firm makes people feel. Jim reminds us that effective branding creates emotional resonance and builds trust with your audience. He mentioned, "It's about creating an emotional connection with your audience."​

Tip: Consider your ideal client. What are their concerns? What do they value in a law firm? Use these insights to shape your brand's tone, imagery, and messaging.​

Prioritise a user-friendly digital presence

Your website often serves as a client's first interaction with your brand. Jim highlights the importance of designing for clarity and usability, ensuring visitors can easily find information and get a sense of who you are. He advised, "Ensure your site is mobile-friendly, up-to-date, and showcases not just your services but also your people and culture."​

Tip: Make sure your site is mobile-friendly, up-to-date, and showcases not just your services but also your team and firm culture.​

Small changes can make a big impact

Rebranding doesn't always require a complete overhaul. Jim notes that sometimes, small shifts in messaging or design can create significant impact. He stated, "Start with subtle refinements, tighten your copy, modernise your logo, or unify your colour palette, before considering a full rebrand."​

Tip: Begin with subtle refinements—tighten your copy, modernise your logo, or unify your colour palette, before considering a full rebrand.​

Showcase your firm's personality

Legal doesn't have to mean dull. Jim encourages firms to embrace storytelling and highlight the human side of their work.He mentioned, "Use real-life case studies, team profiles, and values-based messaging to make your brand more relatable and memorable."​

Tip: Incorporate real-life case studies, team profiles, and values-based messaging to make your brand more relatable and memorable.​

Jim's parting advice is simple yet profound: "Be purposeful. Be consistent. Be authentic." In the legal sector, where trust and credibility are paramount, these principles are essential.​

If your firm is considering a brand refresh, these insights offer a valuable starting point.​

Listen to the episode here.