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Welcome to the Resources section

Welcome to the Resources section

In this section, you will find additional resources to increase your knowledge on the topic.

Branding for Legal Services (BFLS)

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Module 0: Read this first!

Course Instructions

Course Compliance

Attorney advertising guidelines

Ethical practices in legal marketing

Using the word EXPERT for advertising purposes

Branding vs legal branding

Module 1: Introduction to Legal Branding

Module Overview

Lesson 1 - What is a brand?

Lesson 2 - Key components of a brand

Lesson 3 - The difference between a brand and a trademark

Lesson 4 - Products and services come and go but brands are forever

Lesson 5 - What is branding? (applied to legal services)

Lesson 6 - The importance of branding

Lesson 7 - The objectives of branding

Lesson 8 - The dimensions of branding

Lesson 9 - An overview of brand development

Lesson 10 - The concept of brand congruence

Lesson 11 - What is a style guide?

Lesson 12 - Considerations about branding for lawyers

Module Quiz

BFLS MOD1 - Module Transcription.pdf

BFLS MOD1 - Slide Deck.pdf

Module 2: Brand development for law firms

Module Overview

Lesson 1 - Understanding the importance of branding in the legal industry

Lesson 2 - The difference between personal branding and law firm branding

Lesson 3 - An overview of the brand development process

Lesson 4 - Defining your law firm's mission, vision and values

Lesson 5 - Understanding your target market and client persona

Lesson 6 - Crafting your legal practice brand voice and personality

Lesson 7 - The visual elements of brand

Lesson 8 - Creating a professional brand style guide

Lesson 9 - How to apply brand elements across different marketing channels

Lesson 10 - Traditional marketing material and office branding for law firms

Lesson 11 - How to develop a professional law firm branded website

Module Quiz

BFLS MOD2 - Module Transcription.pdf

BFLS MOD2 - Slide Deck.pdf

Module 3: Brand management for law firms

Module Overview

Lesson 1 - What is brand management?

Lesson 2 - The functions of brand management

Lesson 3 - How to develop and implement brand marketing initiatives

Lesson 4 - Assessing and reviewing brand performance for a law firm

Lesson 5 - Enhancing and maintaining the brand equity of a law firm

Module Quiz

BFLS MOD3 - Module Transcription.pdf

BFLS MOD3 - Slide Deck.pdf

Module 4: Employer's branding for law firms

Module Overview

Lesson 1 - Employer's branding and its importance in the legal sector

Lesson 2 - The difference between employer's branding and consumer branding

Lesson 3 - The impact of employer's branding in recruitment, retention, and firm reputation

Lesson 4 - Developing your law firm employer's value proposition (EVP)

Lesson 5 - Best practices for showcasing your law firm culture and work environment

Lesson 6 - Using your law firm website and social media to promote your employer's brand

Lesson 7 - Employer's branding in job descriptions, recruitment materials and career fairs

Lesson 8 - The role of leadership in employer's branding

Lesson 9 - Aligning employer's branding efforts with the marketing strategy

Module Quiz

BFLS MOD4 - Module Transcription.pdf

BFLS MOD4 - Slide Deck.pdf

Module 5: Rebranding and evolving a law firm's brand

Module Overview

Lesson 1 - What is rebranding?

Lesson 2 - When and why to consider rebranding for a law firm

Lesson 3 - The steps for a successful law firm rebrand

Lesson 4 - Communicating changes to clients and stakeholders

Lesson 5 - Maintaining brand consistency through a rebrand process

Module Quiz

BFLS MOD5 - Slide Deck.pdf

BFLS MOD5 - Module Transcription.pdf

Module 6: Personal branding for lawyers

Module Overview

Lesson 1 - The importance of personal branding in the legal profession

Lesson 2 - The difference between personal branding and law firm branding

Lesson 3 - Assessing the current state of your personal brand

Lesson 4 - Developing your personal brand statement

Lesson 5 - Taking care of your professional appearance and behaviour

Lesson 6 - Networking and public speaking as tools for brand building

Lesson 7 - Optimizing your social media profiles for personal branding

Lesson 8 - How to self-monitor your online reputation

Lesson 9 - The importance of continuing professional development to stay relevant in your legal field

Module Quiz

BFLS MOD6 - Module Transcription.pdf

BFLS MOD6 - Slide Deck.pdf

Course Resources

Welcome to the Resources section

BFLS Action Items & Strategies.pdf

BFLS Course Exercises.pdf

BFLS Course Workbook.pdf

BFLS Resource - The importance of personal branding for lawyers Standing out in a crowded market.pdf

BFLS Resource - The impact of client experience on law firm branding.pdf

BFLS Resource - Crafting a unique brand identity for law firms Standing out in the legal marketplace.pdf

BFLS Resource - 10 tools and platforms that lawyers can use to build a brand online.pdf

BFLS Resource - Visual Branding Elements for Law Firms Crafting a Memorable Identity.pdf

BFLS Resource - Storytelling as a branding tool for lawyers crafting narratives that impact.pdf

LDMI Resource - Recommended Books & Publications.pdf

Earn your Certified Legal Marketing Specialist™ - Branding (CLMS-B) credential

Final Exam Instructions

Final Quiz

Course Compliance

What's Next