Lawyer Branding and Marketing Must Address Client Needs


To build a successful career and legal practice, every attorney needs to understand her client base. If you're in BigLaw, then that client base is predominately made up of multinational companies and other large businesses. But if you're a sole practitioner or working in a small, community-based law firm, then it's critical to understand the top legal concerns of everyday individuals.

A survey of 20,000 individuals indicated their top concerns about the civil justice system. When developing your personal brand and law firm marketing materials, be sure to address how you can help with clients' concerns about court navigation, legal jargon, judicial bias, and affordability.