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

Branding for Legal Services (BFLS)

Branding for Legal Services (BFLS) serves as the official course to earn the Certified Legal Marketing Specialist™ - Branding (CLMS-B) credential offered by the Legal Digital Marketing Institute.