Most law firms waste money on random brand collateral that looks pretty but does nothing. After 16 years fixing law firm marketing, we create brand assets that actually drive growth.
The Best Agency We've Worked With
Our firm has benefited enormously from the expertise that Practice Proof brings with marketing. From website design, SEO, content writing, graphic design and management of our Google Ads, Practice Proof has been second to none in our experience going back many years and we’ve tried plenty of other agencies.
Most law firms waste money on random marketing materials that look pretty but do nothing. Business cards, brochures, pitch decks – they order it all without thinking about strategic impact. After 16 years fixing law firm marketing, we’ve seen enough expensive paper weights to fill Sydney Harbour.
Here’s the brutal reality about law firm brand collateral:
The Strategic Truth
Most firms approach brand collateral backwards. They:
- Order new business cards because they’re running low
- Create brochures because competitors have them
- Design presentation templates that no one uses
- Waste money on marketing materials that don’t convert
This tactical approach to brand collateral is like throwing money in a shredder.
Your Brand Assets Are Business Tools
Every piece of collateral should drive your strategy, not just decorate your office. We create:
- Business cards that actually generate leads
- Presentations that win pitches
- Documents that reinforce your market position
- Digital assets that drive measurable growth
- Print materials that support your 75/25 strategy
The 75/25 Rule in Action
We follow the proven rule for sustainable brand building:
- 75% consistent brand building across all collateral
- 25% tactical activation for immediate results
Because changing your look every five minutes kills brand recognition.
What Actually Works
We won’t create pretty marketing materials that don’t convert. Everything we design:
- Supports your strategic position
- Reinforces your brand architecture
- Drives measurable business outcomes
- Builds long-term brand value
- Converts in the short term
The Market Reality
Your competitors are:
- Wasting money on random design
- Creating collateral without strategy
- Measuring nothing
- Getting poor return on investment
This creates an opportunity for firms willing to do brand collateral properly.
How We Do It Differently
- Strategy First
- Understand your market position
- Identify your target audience
- Define your brand architecture
- Create clear guidelines
- Design with Purpose
- Every piece supports strategy
- Nothing random or decorative
- Clear conversion goals
- Measurable outcomes
- Measure Everything
- Track usage and effectiveness
- Monitor conversion rates
- Adjust based on data
- Optimize for results
The Next 12 Months
The market is separating into two groups:
- Firms that use brand collateral strategically
- Firms that waste money on pretty paper
After 16 years fixing law firm marketing, here’s the brutal truth about brand collateral: it’s not about looking pretty, it’s about building meaning and salience in your market.
Most firms get this completely wrong. They either:
- Create random marketing materials with no strategic purpose
- Try to say everything to everyone in every piece
- Change their look constantly, killing any chance of building recognition
Here’s What Actually Works:
Brand Building (75%)
Your brand collateral needs to consistently reinforce 2-3 key associations in your market’s mind. Not 12 different messages. Not your entire service list. Just the core meanings that differentiate you.
Activation (25%)
Every piece should also drive immediate action. But only after it’s built your brand position.
The Strategic Reality
- Your business cards, brochures, and presentations are building (or destroying) your brand every day
- You can’t stand for everything (that’s called being a commodity)
- You need consistent visual cues that trigger specific meanings
- Less is more – focus on fewer, stronger associations
Because without meaning, you’re just another law firm with a nice logo. And in 2024, that’s not enough to drive growth.
Want to stop wasting money on pretty paper and start building real brand value? Let’s talk about creating collateral that actually works.