Jeff Folkersen’s Post

Imagine you're at a dinner party. There are two guests: one dressed casually, slouching, and barely engaging in conversation. The other is well-dressed, attentive, and speaks confidently. Who would you gravitate towards? Perception guides our interactions. In social settings or in business, how we present ourselves shapes how others perceive us and it is your brand, which shall drive this perception. You go online. What catches your eye? Is it a neat logo, a professional website, or maybe skillfully crafted blogs? In today's digital age, perception matters a lot. Yet, branding for lawyers and law firms often gets pushed aside. Why is that? Many lawyers think of branding as something for products or big companies. But in reality, it's about telling your story, building trust, and standing out. Your brand shows clients what you're all about – your values, skills, and personality, which, is exactly what you need to showcase being a lawyer. However, some still think branding isn't essential in law. Maybe it's seen as less important than expertise or even a bit fancy. 🤔 Let’s talk about why branding matters in law. Have you ever picked a product/ service because of their branding? (the logo, the tagline, the website speaking to you even though the brand is fairly new?) Or more so, have you ever engaged a lawyer, basis the brand that they've built for themselves in the industry? #legalbranding #brand #lawfirmbranding #weyoupartners #wyp

Here is why personal branding is so important for attorneys and some strategies to build a strong personal brand. #lawfirmmarketing #legalmarketing #attorneymarketing #lawyermarketing

Within professional services, your personal profile/brand is as important as the firm you associate with. Check out this interesting article from Jaffe on attorney branding strategy and developing your personal brand. It's definitely worth taking a minute to read through: https://lnkd.in/dhrphy3E

I have observed lately that most names are not available anymore for Registration/Incorporation at the the Corporate Affairs Commission. I am not sure if this is a general observation though. If yes, please drop your observation in the comment section. This is also almost the same with trademark registrations too so I have something to say about this. I think smart business owners and founders are already making smart moves to formalizing their business ideas, protecting their brand and this to me is a very good development. However, there are still some business owners that have decided to wait until after 5 years before they would decide to proceed with the registration. Trust me, this is not a good move at all. Apart from the fact that not registering your business or your company while operating is non-compliance with regulations and could have consequences, it could also lead to loss of grant opportunities and even the loss of the name. My advise is this; As soon as you start the business or the founded the start-up and you are sure about operating it, formalize it by registering or incorporating it with the Corporate Affairs Commission before you start printing flyers and labels. Also, identify your unique brand identity and protect it by trademarking it. PS: Most of my connections here do not know that I am an expert in assisting Business Owners and Founders in formalizing their business ideas and protecting their brands. Well, this is part of my expertise and services and I now have over 100 clients in that space. Do you have a business venture/idea in mind? Send me a DM now for all the legal assistant you need to actualizing your dream Company.

🌟 𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐭𝐚𝐤𝐞 𝐲𝐨𝐮𝐫 𝐥𝐚𝐰 𝐟𝐢𝐫𝐦’𝐬 𝐛𝐫𝐚𝐧𝐝𝐢𝐧𝐠 𝐭𝐨 𝐭𝐡𝐞 𝐧𝐞𝐱𝐭 𝐥𝐞𝐯𝐞𝐥? It’s not just about a logo! Discover how to craft a unique identity that resonates with clients and builds trust. Dive into our latest blog post to explore the full spectrum of legal branding! #LegalBranding #LawFirmMarketing #BrandIdentity #ClientExperience #DigitalMarketing #Lawyers #BrandStrategy #Trust #CommunityEngagement #ContentMarketing #LegalProfession #MarketingTips #SmallBusiness #LawFirmGrowth #Fyntix

Great workshop. Actionable topics discussed that can immediately help any lawyer or law firm enhance their brand positioning.

In 25 years, Fishman Marketing created 5,000+ brands, ads, & logos. I’m sharing some favorites, plus the strategies & why they worked. Here's an old favorite in the area of BRAND STRATEGY / ADVERTISING: THE PRINCIPLE: Analogize your firm to something simple and relatable. The Contrast Effect highlights the difference between the firm’s small size and powerful results. This cognitive bias emphasizes how something small can have a larger-than-expected impact, and the stark image makes it especially attention-grabbing and memorable. THE FIRM: A small, dynamic litigation boutique THE TAGLINE: “Small but Mighty TM” THE POINT: Compete for business against larger litigation firms by showcasing the firm’s toughness and outstanding trial skills. Stand out among innumerable similar-looking litigation firms to enhance referrals and recruiting. We designed many other similar examples from nature that were disproportionately potent relative to their size, and used advertising, public relations, and creative direct mailers – including e.g. sending thousands of packets of ACTUAL hot peppers to referral sources nationwide. THE TEXT: "Some of the world's most potent forces are also the most concentrated. While some say there is safety in numbers, we say a small but mighty force can move mountains. And we prove it every day, on some of the most sophisticated legal issues around. Get to know Novack and Macey and see the practice of law at its highest concentration." THE RESULT: The firm quickly became Chicago's best-known litigation boutique. This improved lateral recruiting, and helped bring in significantly more new business, including more referrals from large law firms. (I'll post a link to the whole story in the Comments.) Looking for more out of YOUR marketing? Contact Ross Fishman directly at +1.847.921.7677 or [email protected]. Let's Connect! #legalmarketing #branding #lawmarketing #novackmacey Monte Mann Eric Macey

Partners at firms with a strong brand and platform  Win more clients and make more money  Here’s how a strong brand can help your career: Branding is more than just a logo and tagline. It's the very essence of how your clients perceive your law firm. It's the feeling you evoke, the trust you build, and the message that sets you apart from the competition. Don’t get me wrong, skill and experience is vital. But a strong brand opens doors that skill alone can't. I've seen it time and again. Partners at top-tier firms with solid reputations: > Win more client pitches > Have easier negotiations, > And often don't face challenges on pricing. On the flip side, talented partners at lesser-known firms often lose out because their brand doesn't carry the same weight. For those partners, it feels like they're always behind, playing catch-up. But when they move to a firm with a stronger brand and platform, suddenly things change. Clients are more willing to listen, and opportunities multiply. The firm’s reputation does A LOT of the heavy lifting. If you find yourself struggling to grow your book of business, it might be time to reassess. Is it your brand and platform holding you back? Because in the world of law, reputation is everything.

Everybody talks about personal branding. Few people talk about how to start. Before you pick your gimmicky nickname or start raging against the world on social media, you need to establish what you stand for. In my opinion, the first step to developing a strong brand is creating a "Brand Brief." Treat yourself like a business. Welcome to Marketing 101! Here is the brand brief for The Longhair Lawyer. Part 1: ____________________ VISION: To make the world realize being a lawyer is about collaborating with people, not acting better than them. MISSION: To help people manage their businesses and their lives. PROMISE: To save clients time, money, and frustration by using innovative technology to simplify the process of obtaining legal representation from a real person. VALUES: Ethics and empathy in everything. Always innovative. Never outdated. ***Whether you're marketing yourself or your business, you need to start with why. You need guiding principles to return to when you go astray. ____________________ Part 2: ____________________ TARGET MARKET: People who own or have managerial roles in businesses in Washington, California, and Texas and are proficient in using the Internet. People in the same demographic who need quick contract reviews. KEY COMPETITORS: All services - traditional law firms from the last-name parade who receive a majority of their clients through referrals and engage in little marketing outside of maintaining a website. Estate planning, business formation, and business filing - online services that sell sh***y standard form documents at low rates. COMPETITIVE ADVANTAGES: (1) Fully remote. Much of the intake process is automated through third-party software. Prospective clients can fill out forms online to seek representation, schedule consultations online, and securely upload documents into cloud-based software. Billing and invoicing is also online. (2) Significant edge when it comes to small research and document review projects. Many firms do not engage in small projects for new clients (e.g., where the billable time may amount to less than two hours) because their attorneys believe the hassle of the intake outweighs the benefits of performing the service. The Longhair Lawyer's intake process is streamlined so it can serve those clients. (3) Document bundle services lack the ability to manage complexities and make recommendations (e.g., whether to provide where estate taxes are paid from in a will, whether a business should be an LLC, PLLC, PC, etc). BRAND VOICE: Professional but relatable. Simple language is favored over complex sentences. ***Even if your brand is personal, you are still competing with others! Think about what sets you apart from others in your wheelhouse. ____________________ I made this brand brief more than 2 years ago. There have been minimal edits and Part I hasn't changed at all! It guides me through everything! #marketing #smallbusiness #personalbranding #law

From DNC Inspiration to Legal Branding: How Running a Personal Branding Campaign is Like Running for President I was so inspired after watching last night's DNC; it was nothing like I expected! Patti LaBelle’s performance had me in tears. And Doug Emhoff's corny early-morning voice mail, trying to sound cool while setting up a blind date with Kamala, just warmed my heart. And Barack Obama was incredible, but Michelle—wow, she was just freakin’ amazing! Now, as I reflect on all that, it hit me: running a personal branding campaign as a solo attorney isn’t all that different from running a presidential campaign. Yeah, you heard that right. It might sound like a stretch, but stick with me. First off, both campaigns are about positioning. Just like a presidential candidate needs to carve out a unique space in the minds of voters, you, as a solo attorney, need to establish your unique value proposition. Why should clients choose you over the next attorney? What's your "platform"? Whether it's your deep expertise in a niche area of law, your commitment to client communication, or your innovative approach to problem-solving, this is your chance to own your narrative. Then there's the matter of visibility. A presidential candidate isn't getting anywhere if they're not out there shaking hands, kissing babies, and getting their message in front of as many eyeballs as possible. The same goes for you. Except, instead of shaking hands and kissing babies, you're writing blogs, engaging on LinkedIn, and maybe even speaking at local events. The goal is to make sure that when someone thinks of your area of law, they think of you. Now, let's talk about trust. Candidates have to earn the public's trust, often by demonstrating their experience, integrity, and authenticity. You, too, need to build trust with potential clients. This might be through case studies, testimonials, or simply by consistently showing up with valuable content that speaks to your audience's needs. They need to feel like you're not just a lawyer, but *their* lawyer-the one who understands their problems and can guide them to the best solutions. Finally, there's the follow-through. Winning the election-or, in your case, securing that client-is just the beginning. Once you've got them, you have to deliver on the promises you've made. This is where you prove that the trust they've placed in you is well-deserved, by providing excellent service and results. So, when you're thinking about your personal branding campaign, imagine you're running for office. Your clients are the voters, and you're campaigning for their trust and business. Just remember: it's not about being everything to everyone; it's about being the right choice for those who need exactly what you offer.