Creating a ‘Brand’ for a Solo or Small Firm

Erin Ferree, author of the blog, not just pretty, reminds us in two posts, Marketing when you’re more than a freelancer but not quite a brand Part I and II that even if you’re small, it’s important to create a brand, and that you can do so without breaking the bank.

Here are Erin’s 6 steps to brand creation:

1. Be honest in your “About Us” pages and biographical information in your printed materials (look the right size);
2. Don’t be afraid to use “I” instead of “we” if you’re a solo;
3. Be honest about the use of subcontractors;
4. Create a brand to act as the face of your business;
5. Always act professionally;and
6. Be organized about your brand and your marketing.

When Erin talks about being organized about your brand, she talks about knowing:

• Who you are (your personality, values, and mission – as a business)
• What you do (the products/services you provide, and how you deliver them)
• What makes you different from your competitors (what makes you stand out?)
• Who you can best help (what customers do you enjoy working with?)

These four elements are truly the foundation of your marketing and business development – efforts, but they can often be overlooked, especially if they don’t put the appropriate focus and emphasis on the client. If you want help defining those four elements, and creating a marketing or brand message around them, the audio series, “How to Grow Your Law Practice on a Shoestring Budget” might be a good place to start. Find out more here.