Is Your Logo Good Enough?

Lawyers are trying all sorts of things to get themselves noticed. Many established law firms with older partners have been reluctant to utilize new technology to market themselves in today’s brutal economic climate.

I spoke to an attorney the other day who was very excited to tell me that his firm had just created a logo and now all of their business cards would have their logo on it. I was tempted to ask the attorney whether any clients failed to hire them in the past because they did not have a logo.

Many lawyers believe that if their competitors have a logo and utilize certain types of marketing, then they automatically assume that that is what they must have as well in order to effectively compete in the marketplace. Nothing could be further from the truth.

Lets face reality: Lawyers have a terrible image. The only place our image can go is up. While it is true that some law firms like to appear as a boutique firm with gorgeous wood paneling, magnificent French furnishings, exotic Persian rugs and well-known artwork, more law firms are concerned with the bottom line of getting new clients in the door to generate income.

More importantly, ask yourself why our image and our reputation is so tarnished? Aside from the few bad apples that we hear about occasionally, the general public has an overall mistrust of lawyers. While there are many satisfied consumers of our legal services, there are likewise a great number of people who are fearful to hire a lawyer because they don’t know what they do and they don’t know how they earn a living.

Legal marketing expert David Lorenzo just came out with a great blog post asking you to imagine what would happen if your surgeon charged the same way that your lawyer charged? Could you imagine a heart surgeon punching the clock and taking his own sweet time to perform your coronary artery bypass in order to increase his revenues? Dave Lorenzo asks that exact question when it comes to lawyer billing. You can read his blog post here:

Doctors Don’t Bill By The Hour: Why Do Lawyers?

What if a surgeon worked on a contingency fee? Imagine he only got paid if the operation was a success. that would create a firestorm to define what “success” meant.

The original question should not be whether your logo is good enough. Instead the question should be “What makes you different and stand out from the crowd?” Most consumers don’t really care what your logo is. They don’t really care what your image is either. All they are concerned about is how you can help solve their legal problem.

So how does this relate to creating attorney video? Simple.

Lawyers get so focused on what technology to use, and what video equipment to use and what lighting and microphone equipment they should use. Instead, they should be focusing on the content that’s going to compel an online viewer to pick up the phone and call them.

Do you know what will prompt your online viewer to call you? You think it’s a picture of your office building? Do you think it’s a picture of a gavel or a courthouse or flag? You think an online viewer cares where you went to law school or what activities you did while you were law school? You think an online viewer cares where you clerked during the summer of your law school or immediately after graduating?

If you want to learn what will compel a viewer to pickup the phone and call then I encourage you to join my video coaching group for lawyers. This is the only coaching group in the country designed for lawyers to learn how to create effective online video to market themselves today. There is no other trial attorney helping lawyers get onto video. Take advantage while you can before the price increases.

If you want to see just one way that I use video to market my practice, watch this 58 second video.

Thanks for taking the time to read my blog. Have a great day!

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2 Responses to Is Your Logo Good Enough?

  • Mark Merenda says:

    First my disclaimer: I like and respect my friend Gerry Oginski, and think his main point — that video is a powerful way to market legal services — is absolutely correct.

    What I don’t like in this blog post is the implication that because one thing is important (video) other marketing techniques (having a compelling logo and building your brand around it) are somehow not important. In my experience, everything counts: your office, your necktie, your logo, your business card, your brochure, your website, and certainly, your video.

    In fact, one could argue that more people will see your logo than will see your video, simply because it appears in places (business cards, stationery, brochures, advertisements) where the video will not.

    I know that Gerry would agree that a badly-done video is almost worse than no video at all. Logos are the same. Most law firms feature the sort of boring graphics Gerry describes (gavel, columns, scales of justice) and a logo that consists of the lawyer’s initials inside a colored circle. If they’re really creative, a square.

    Marketing is half science and half voodoo. Some things, like the result of a given seminar, are very easy to measure. Others, like having a polished and consistent brand anchored by a compelling logo, do not lend themselves to quantification. That doesn’t mean they aren’t extremely important.

    In short, I think your lawyer friend was right to be excited about his new logo!

  • Here’s my disclaimer: Mark Merenda is a fantastic legal marketing expert. He’s got great ideas and truly understands how lawyers can market themselves effectively in any market. Mark, I thank you for your comments as they are insightful, as always. I’ve just now outsourced a project to have my logo placed onto my neckties. I’ll be including the new ties with every welcome kit for every new client that comes to my office. This of course is my attempt at wit and humor.

    The reason for the blog post is that I found it remarkable that this was the initial focus of how these lawyers should “brand themselves.” While clearly they were on the right path to learn how to market themselves, they have spent a considerable amount of money designing a logo in order to attract new clients.

    More often than not, attorneys have limited resources and must choose wisely which ones will give them the most bang for their buck. In my opinion, creating a spiffy new logo falls far short of the best mileage for your marketing dollar. I clearly agree with Mark that you cannot and should not put all your eggs in one basket and focus exclusively on one method or tool to market yourself. Ideally, you want multiple sources of marketing so you can be found everywhere. If a law firm has limited resources and is choosing the best tools for their marketing dollars, in my opinion, crafting and designing a fancy logo, to me, is at the bottom. Creating an educational message to market your practice would be at the top. Using video to accomplish that allows a law firm the ability to brand their real image with an educational message that viewers want and need to hear.

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I found Gerry’s approach to be a common sense approach to… what people are looking for. It’s not necessarily what we think our video should be, it’s really what people are searching for. Gerry’s made a study of how people search the web and what they need from lawyers and then he’s able to communicate that on video. That’s what I really found intriguing: the methodology by which we shoot the videos and the way that he communicates that methodology.

Joe Hanyon
MHK Attorneys