Small Firm Marketing: How to 'Think Big'

The “Look.” Every firm, whether large or small, needs a visual communication. If there is one place where you need to spend your marketing dollars, this is the place. While you don't need to spend a lot of money, you do need the one-time services of a professional design firm to assist in interpreting your particular brand. It can be something as simple as selecting an element from the interior design of your firm – which is what I did when I was called upon to brand a smaller firm. I looked around and observed that throughout the firm there was a sophisticated pattern that was present in the interior design. It was clean and elegant and it translated well into a logo. I had a graphics design firm give me a few ways to use it with the firm name and we were off and running. By the way, the look has to be everywhere (on stationary, business cards, brochures, Web sites) so it becomes engrained in everyone's mind.

Web Presence ' where size doesn't matter. This is a place where the adage “less is more” doesn't work. Say you have 30 lawyers. Not a problem. Create a concept site that contains value added information. I see it as each lawyer having their own mini-site complete with bio, lectures, written materials and practice area information, including a continuously updated “column” on news that impacts that individual's practice and his or her clients' practice. Keep it current and lively and your clients and perspective clients will “come often and hate to leave.”