For many, a new year equals a fresh start. Whether it’s setting new goals or carrying out a complete rebrand, now is the time to make those necessary changes and start 2022 on a high. But take note of the use of ‘necessary’ before making any big decisions – rebranding for law firms is not something to be taken lightly.
To stick or to switch?
First thing’s first, you need to understand why your law firm needs rebranding. If your answer is ‘sales are slow’ or ‘we aren’t driving enough traffic to our site’, then the likelihood is, a rebrand isn’t necessary. You should start by revamping your marketing strategy – something which Boss Digital are more than happy to assist with – check out our digital marketing for law firms page here to discover how we can help your firm create a strategy that delivers.
So, when is rebranding appropriate for UK law firms? The most common scenario is when changes over time result in your vision, values, mission and/or market becoming misaligned with your brand. Other reasons include lack of impact, mergers and acquisitions, repositioning and changes in preference.
Once you’ve established whether a rebrand is the best option for your law firm, you’ll then need to decide if a partial or total rebrand is required. As the name suggests, a partial rebrand involves adjusting particular elements of your brand identity as opposed to changing the whole thing. On the other hand, a total rebrand is more comparable to a makeover on 10 Years Younger: the idea is to completely shift your identity and embrace an entirely new look.
Changing your look
Whether you’ve opted for a partial or total rebrand, your visual identity will likely change in some way. As we’ve already mentioned, before diving in, it’s best to assess the strengths and weaknesses of each element so you can make an informed decision about where is best to invest your time. Some of the most commonly adjusted elements include:
Logo
Perhaps the most commonly updated visual element for law firms is the logo. Your brand’s logo will often be the thing that grabs the attention of your potential clients and will shape their first impression of your law firm. It should be used to help communicate your values, position, quality and trust and will help to differentiate your brand.
When designing your logo, you must consider your target audience – how it should make them think and feel – along with any other changes that have been made internally, such as updating your mission statement or redefining your values.
You can check out our logo design for law firm’s guide here, but in the meantime, take a look at the impact logo redesign has created for UK law firm, Simmons & Simmons, below.
Typography
Similarly to your logo, your law firm’s typography can help to convey and reinforce your brand’s messaging and personality, differentiate your firm and evoke emotion. For example, serif fonts are said to connote stability and maturity, whereas script fonts tend to be viewed as feminine and playful. You can discover more about typography in our ultimate guide here.
Colour palette
Your brand colours will evoke both conscious and subconscious responses and will have a significant impact on your audience’s impression of your law firm. You can discover more about the importance of colour and our top tips for selecting the right palette for your law firm here. In the meantime, check out our pocket-sized guide to colour psychology below.
Brand guidelines
If you’ve invested resources into revamping your visual identity, you’ll want to ensure it is implemented correctly and consistently. Cue the brand guidelines. Think of brand guidelines for UK law firms as an instruction manual that details how to communicate your new and improved brand. It should include notes and rules relating to your visual identity, tone of voice and messaging. For example, when writing your logo guidelines, you should consider the elements, variations, padding and unacceptable uses. An example of logo variations is demonstrated by UK law firm, Kingsley Napley below.
The launch
Unveiling your new brand isn’t quite as simple as sharing your new logo on social media and updating the visual elements on your website. Your law firm’s rebrand must be carefully planned to allow you to effectively communicate your firm’s new message and what it means for the future of your brand.
As we mentioned at the very start of this article, rebranding for law firms is a big decision that can be accompanied by a lot of risks. So getting it right is essential. And this post only skims the surface of rebranding. There is a lot more to be considered and the process is often a lengthy one. With that being said, provided your situation has been suitably assessed and you have a team of branding experts on side, a rebrand could be just the thing your UK law firm needs to reach the next level.
If you think it could be time to rebrand your law firm, get in touch to organise your free consultation today.
