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Why Brand Awareness Matters
Law firm executives are often resistant to give budget space to something that can't be tracked directly back to ROI. The simple truth, however, is that when it comes to marketing, there are certain activities that can't be tracked directly but can have a significant impact on the reputation of the firm and as a result, the clients that choose to work with the firm.
What is brand awareness? Brand awareness is something developed in the background but can make all the difference in your marketing activity. For example, writing a bylined article in a leading trade publication may seem like a waste of time if you don't mention the law firm or a specific case by name. But the exact opposite is true. Bylined articles are a great way for your team to showcase expertise in the market you serve. Offering knowledge-based content is just one way to increase brand awareness for the company and your offerings. It may be subtle, but providing valuable thought leadership content to your core audience brings trust and ultimately may convert to sales in the future.
Here is an example of the impact of brand awareness everyone can relate to: You walk into a grocery store with a specific product in mind. As you stroll down the aisles, you look around, scanning the shelves. Then you spot the familiar logo of your preferred brand. Without a second thought, you reach out and grab it. But what made you choose that brand over others? The answer lies in brand awareness. It's about trust and the perception that it is better because you have used or seen it before or had an experience with the company that enabled that trust.
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