You’ve probably been told to be sure your colors, fonts, and graphic symbols need to be consistent. So you choose a color palette, an image style, a set of fonts, and more.
If you go deeper you won’t just choose the visual components. You’ll ask, “Are my choices consistent with my brand?”
Anita was a lawyer who needed some online content to build her practice. She helped clients collect on past due debt and also, taking the other side, defend themselves from overly zealous collection practices.
Looking for inspiration, she explored websites designed for spas and fashion — businesses targeting women in a playful, feminine way. Those websites appealed to her as a customer.
She needed to switch gears to ask, “What are my clients looking for?” She knew the answer: They sought a tough, tenacious advocate who would fearlessly confront angry opponents who used bullying and intimidation tactics.
Anita needed an authoritative, confident website. Her clients were less concerned with her personal style than with her ability to win cases. At the same time she needed to show that she was warm and approachable.
The best way to do this would be to tell a story.
A Stronger Example From Another Lawyer
Judy, a criminal defense lawyer. got a call from Richard, a bank officer. Richard had just received a surprise visit from federal investigators. He wasn’t concerned. He knew he was innocent.
Fortunately, Richard’s girlfriend wasn’t so sure. She immediately told Richard, “Get a lawyer – now.”
Judy began working with government officials to find out why they were visiting Richard. She made calls to insiders on her contact list, so she could identify exactly how the investigation got started. What tipped them off? How far along were they? Were they committed to action or was there room for negotiation?
Once she had this information, she knew exactly how to make a convincing case that would encourage the officials to move on. She could demonstrate that they were wasting their time with Richard.
“It’s absolutely critical to avoid getting indicted,” Judy explains when she tells the story. “If you can get to the investigators early, you avoid a lot of misery — not to mention legal fees.”
Judy’s story works on several levels. She shows what she does. She lets her audience know when they might need a lawyer. She shows the importance of choosing a lawyer who’s experienced and who knows the ropes.
She could use this story at networking meetings, in blog posts, and even as an introduction to a seminar or speech. It’s a model branding story for an independent professional.
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If you’d like to move a project from the “under construction” stage to the “producing revenue” stage, the 90-day “get it done” program might be the answer. You might need to plan a website, get more sizzle into a sales letter, strengthen your business message or get answers to half a dozen clients. Check it out here.