After 16 years transforming law firms, we fix broken marketing. No fluff, no buzzwords, just proven strategic work that drives growth.
Let’s be direct: most law firms approach branding like it’s a logo design contest with a side of LinkedIn posts. After 16 years of transforming law firm brands and marketing, and with our founder’s background driving legislative change in Australia, we can tell you – that’s not how it works.
The Challenge We See Every Day
Most law firms don’t understand what brand strategy actually is. They leap to tactical exercises – websites, social media, and heaven help us, “thought leadership” – without doing the essential diagnostic work first. Having worked with hundreds of firms, from boutique practices to global giants, we know this approach is about as effective as representing a client without reading their brief.
Here’s how we actually do it at Practice Proof:
- Diagnosis (Understanding Market Reality)
We start with a clear-eyed assessment of where you stand:
- Who are your actual clients? Not who you wish they were
- What do they genuinely think about your firm? (Warning: this might be uncomfortable)
- Where are you positioned in the market? (Note: “premium quality service” isn’t a position)
- What’s your share of voice versus share of market?
- How do you compare to competitors on key metrics?
- Strategy (Real Strategy, Not Digital Distractions)
Only after diagnosis do we develop actual strategy:
- Who are you targeting? (You can’t target everyone)
- What’s your positioning? (Something actually different, not just “trusted advisors”)
- How will you grow? (We use proven frameworks like the Ansoff Matrix)
- What are your specific objectives?
- How will we measure success?
- Tactical Execution (The Stuff You Probably Jumped to First)
Now, and only now, do we consider:
- Website design and content
- Communications strategy
- Marketing materials
- Client engagement programs
- Digital presence
The uncomfortable truth? Most law firms don’t need a new brand strategy. They need to actually have one in the first place. One that goes beyond “we’re excellent lawyers who deliver outstanding service.” That’s table stakes, not strategy.
What Actually Matters:
Market Orientation
Understanding your market isn’t about reading industry newsletters. It’s about robust research, client feedback, and competitive analysis. Our StoryBrand-certified approach ensures we’re not just creating pretty marketing – we’re creating messages that resonate and convert.
Positioning
Your position in the market isn’t what you say it is – it’s what your clients think it is. And if you’re positioning yourself as “innovative,” “client-focused,” or “results-driven,” congratulations – you’ve just described every law firm ever. We help you find and own your actual difference.
Targeting
You can’t be everything to everyone. The most successful firms know exactly who they’re targeting – and more importantly, who they’re not. Our adaptive leadership approach helps you make these crucial strategic choices.
Measurement
If you’re not measuring it, it’s not marketing – it’s just expensive noise. We implement robust measurement systems tracking everything from client acquisition costs to lifetime value and Net Promoter Scores.
Implementation
A strategy document gathering dust in a partner’s drawer isn’t strategy – it’s waste paper. Our end-to-end approach ensures consistent implementation across every touchpoint, from how your receptionist answers the phone to how your senior partners present at conferences.
The legal market is more competitive than ever. The firms that will thrive aren’t those with the prettiest websites or the most active LinkedIn profiles. They’re the ones who understand their market position, know their target clients intimately, and execute a consistent, measured brand strategy across every aspect of their business.
Ready to stop pretending that counting website visits is strategy? Let’s talk about creating real differentiation that matters to your target clients. Everything else is just expensive window dressing.