May 23, 2006

Legal blogging best practices

There is a good article on legal blogging best practices this morning on the law.com website. The article points to statistics that suggest lawyers are (proportionately) turning to blogs in significantly greater numbers than the general population, and that one of the primary reasons is the marketing value of a good legal blog. In the Canadian context it is fair to say that there is still a significant amount of untapped territory available for lawyers interested in developing a practice-oriented blog.

The article also points out that the appearance of your blog plays an important role in how readers and potential clients perceive your brand, and that as the number of legal bloggers grows, both the design and content of your blog grow more important in ensuring your blog stands out.

You can access the full article here.

Posted by dougjasinski at 07:10 PM | Permalink

May 15, 2006

Branding the law firm - your brand needs to stand for something

A recent article in the National Law Journal provides an excellent discussion on the need for focus when developing a law firm brand. While the article is American, its insights are equally relevant on this side of the border. The article points out the difficulty of developing a cohesive message, particularly for larger firms with a wide range of practice groups.

Ross Fishman and Burkey Belser - two giants of American legal marketing - both point to the importance of generating significant discussion within the organization about who you are as a firm and what makes you unique from that firm down the street in order to identify "themes" or points of differentiation that can be used to anchor an authentic brand.

From a marketer's perspective, it is always easy to observe which firms have done their homework in this regard and which have not; brands that convey the true personality of a law firm leap off the pages of Lexpert (or anywhere else) compared to those that have gone the "generic" route.

Posted by dougjasinski at 06:43 PM | Permalink