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
Products
Course
Section
Lesson
BFLS Resource - Visual Branding Elements for Law Firms Crafting a Memorable Identity.pdf
BFLS Resource - Visual Branding Elements for Law Firms Crafting a Memorable Identity.pdf
Branding for Legal Services (BFLS)
Buy now
Learn more
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
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