Dec 13, 2018
When we consider branding and balance, the focus should be on finding the right proportion of you relative to your narrowly defined audience. Spoiler alert - it’s not all about you. Though I see this running rampant on law firm website and online messaging! Your accolades, your recognition, your huge pre-court multi-million dollar settlements - these are all great, commendable, but make sure they are positioned so your specific audience (whether B2C or B2B) can identify with this messaging. This is the balance we have to strike.
Very practically speaking, this is one of the very first things I work with my attorney clients on - re-positioning and flipping their story, their accomplishments into a very client-facing, benefits-driven online profile. We need to make sure this messaging and our voice is streamlined across platforms from your website to your most relevant online social channels (as well as offline assets). Otherwise, what do we have? Yep, a spaghetti toss to see what sticks with little order, preparation or balance.