Family attorneys have to balance being a tough, no-nonsense legal professional and empathetic, approachable, and trustworthy person. So does your branding.
Branding for family lawyers is especially challenging as your practice carries a high emotional factor. Your role is to help with the most sensitive and important aspect of our whole lives: Our families. Family attorneys see truly heartbreaking cases and often have to protect their clients in dangerous situations. As you know, the most important quality of a family attorney is trustworthiness. If people do not feel they can trust you with unsafe or delicate matters, they will not hire you for their case.
Your brand is the first impression you make with anyone seeking family legal services. Just with any first impression, you need to make a good one. For family lawyers, your brand's first impression must engender trust.
How Do You Communicate Trust With A Brand?
In order to communicate trust with your brand, it must be foundational to your brand identity. Meaning you must communicate trust in all of your marketing assets. Here are our tips for building a trustworthy brand:
1. Draw Inspiration From Brands You Trust
Think about brands you trust. Consider the brands that you trust with the most important things like your health, your children, or your finances. Make a list of these brands. Look at their logos, their taglines, and their overall message. Then, ask yourself what sticks out to you about these brands. What do they have in common? Why do you trust them over their competitors? These answers will help you pull inspiration and start getting ideas for your family law practice brand.
2. Pay For Quality Design
Did you know that 75% of people judge a brand based on design alone? Investing in quality design doesn't just make a lasting first impression. It is essential. Good design makes accessing information easier. The easier information is to access, the more a person believes they can trust you. Further, quality design is an indicator of thoughtfulness. It says that you care about doing things right, which is especially important when communicating as a family attorney.
3. Use Color Psychology
Color psychology is how different colors impact our mood and behavior. An easy example is using the phrase "seeing red" to mean angry, as red is the color of passion. When developing your branding, especially your logo, you'll want to think about what the colors you choose are communicating. Choosing colors that are associated with trustworthiness will help people see you as more trustworthy. Here's a helpful guide to trustworthy colors to incorporate into your branding strategy.
4. Communicate Trust With Your Font
There's a long-standing joke about graphic designers using Comic Sans in their work. This joke isn't because Comic Sans is a bad or unattractive font. It is because Comic Sans is, well, comical. It's not a font you want to use if you are to be taken seriously. However, just as there are comical fonts, there are also aesthetically trustworthy fonts. Using these fonts over a font like Comic Sans will help potential clients see you as a trusted family law attorney. Here are some ideas for trustworthy fonts.
5. Stay Consistent Across Platforms
Reliability earns trust. So consistency is a big part of building trust with a brand. Once you have your logo, typeface, and brand colors, make sure to use these across all your platforms. A great way to ensure consistency is to use a brand standards guide. Your brand standards guide outlines the rules to communicate your brand. Having brand standards ensures that on all your social media accounts, directory listings, and marketing materials, you use the same logo, fonts, and other brand markers. You'll keep your brand consistent, and consistent brands build trust.
6. Tell An Authentic Story
Finally, the very best way to build trust is to just be authentic. Attorneys don't choose to practice family law because it's a high-powered, high-income, high-visibility role. Attorneys choose this practice because they care. Perhaps it is because they have a personal history with a family attorney. Maybe it's because they want to make a difference in people's lives. A lot of attorneys get into family law because they care about protecting children. No matter your motivation, share it with your potential clients. Let people know that you're passionate about your practice and that passion will help support and protect them.
Family law is a delicate practice that requires a high degree of trust. Using these tips, you can build trust into the foundation of your brand, ultimately building trust with your clients.
Building trust starts with your messaging. Borrowed Pen's legal writers help you create content that reassures, connects, and guides your clients with confidence. Contact us now to get started.
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