Postali uses branding to set out legal firms.

The feeling of great brands is instant and emotional. You instantly recognize and connect with an Apple, Coke, McDonald’s, or Nike logo when you see one. Apple produces excellent digital products. Cola produces soda. It is quick food, McDonald’s. Athletic performance is Nike. While you are free to disagree with these descriptors, it is generally accepted what the company produces and who its target consumer is. That’s branding.

The majority of law firms have hazy branding. It is challenging for the firm to stand out in a crowded industry given that there are 1.3 million attorneys in America. Your business will benefit from Postali’s assistance in attracting the suitable clients.

Guide to Law Firm Branding

Digital marketing company Postali only collaborates with legal firms. Postali doesn’t start the conversation with a pitch for SEO or website design, despite the fact that they perform both. This is unlike many other internet marketers.

Postali begins by assisting the company in defining their brand. The branding handbook, whose guidelines and requirements determine how the business portrays itself both internally and publicly, is the result of this process. The vague idea of branding is combined into two tangible products—written and graphic resources—by Postali’s branding guide.

Writing Resources

1) Target audience: Determine the ideal clientele for the company based on their characteristics and behavior. The “where”, “when”, and “how” of marketing are affected by knowing who this target audience is. Additionally, it aids in bringing in new business and identifying potential clients once they first “touch” the company. Know who the company wants to recruit.

An illustration was provided by Sam Ballinger, Design Director at Postali: “Our ideal clientele are well-informed and typically do their own research before deciding to employ us. The important activity is “do your own research,” and the target audience is “well informed.”

What does that imply then? The firm’s materials should place a strong emphasis on content and detail for those conducting their own study. Because informed people are already familiar with the fundamentals, they should downplay supporting arguments or “blank”.

2) Position StatementA: A strong position statement reveals the nature of the product, its intended audience, and its justification for use. Sam gave the following example: “We are leaders in nonprofit law…[for] summon sincere clients…[to] support, guide, and implement them.”

The firm’s services are the product, but they are presented in a distinctive fashion since the lawyers are “pioneers in this field,” not just “lawyers” or “non-profit attorneys.” The product is meant for “conscientious customers,” not all non-profit organizations. The company “support(s), direct(s), and fulfill(s)” the client’s vision rather than merely meeting their needs.

Sam advocates the use of an expressive, lively vocabulary that connects with both clients and the firm’s internal audience.

3) Mission Statement: This articulates the firm’s goals in an intelligible and easily stated manner. Sam’s illustration: “Utilize the law to safeguard our clients, speak for their kids, and give families a better future.”

The company’s mission statement acts as its compass. Every business decision should further the purpose or at the very least avoid impeding it. Does the prospective employee demonstrate during the interview that he or she is driven to better the lives of children and families? What chances exist for the company to engage with its target market through sponsorship or community service while enhancing families?

4) PrinciplesA: They are not required to include all of the positive traits of the company. Core values should instead examine what is essential and underlying. Other written assets should be tied to core values. What values do the team members and, preferably, the clients share? Simple virtues like honesty and cooperation might be considered core principles. A company’s identity or mission may support significant, action-focused principles like “be a hero.”

5) Value proposal: The headline at the top of a page or a news article is a company’s value proposition. Why should a buyer pick this company? The idea is to keep it brief. arouse their interest in the possibility to the point where they will proceed.

Sam uses a personal injury firm as an example, claiming to offer a “painless way to get legal help.” The offer’s adaptability enables the suffering to envision various sorts of painlessness, such as a painless application process or client engagement. In a few words, a powerful sentence conveys a lot.

Visual Resources

The logo, color scheme, and font families are the three visual components of the Postali branding guide.

Sam suggests colors and fonts even though the logo is naturally unique. Four to six hues make up the company’s color scheme. Every one plays either a primary or a supporting role (for instance, a heading vs a heading or a body of text). Depending on the target market and the company’s personality, a traditional or modern typeface can be used. Postali occasionally combines classic and contemporary typefaces to represent a well-known company giving cutting-edge solutions.


Four stages make up Postali’s division of the creative process. Customers first respond to a questionnaire that Postali uses to better understand the company’s character and the “why now” behind its desire to brand. Second, a questionnaire is sent after an introduction meeting between the Postali creative team and the company. The third step is topic refinement by Postali. Fourth, before they are ready to be used as a branding guide, Postali prepares drafts of textual and visual resources, consults with clients, and then finalizes them.


The company owns the branding manual. There is no requirement to hire Postali’s full range of digital marketing services as part of the development of a branding manual. Once formed, a company can develop its own website, messaging, and marketing materials using its internal branding guide.

Postali is interviewed by a Lawyer

The original version of Postali’s message about how branding helps legal businesses stand out was on Lawyerist.

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