A lot of law firms do “all the right marketing things” and still feel stuck.

They invest in a website refresh, pay for ads, post on LinkedIn, and keep networking…yet the results are disappointing. The phone might ring, but the consultations are not the right fit. The work is coming in, but it is not the work they want more of.

I spoke with Christine Raniets of Peran Design and we unpacked the missing piece most law firms overlook…brand positioning and message clarity. 

Real-life law firm scenario: busy firm, wrong-fit clients

Christine described a pattern she sees often:

• The firm is busy and getting inquiries.

• The firm is not getting the right clients.

• The owner feels like the website and marketing “should be working”…but it is not resonating.

This is one of the most frustrating situations for a law firm owner because it creates a double problem:

1. You are working hard and still not satisfied.

2. You are spending money on marketing that is not improving client quality.

The framework: how branding actually works for law firms

Christine kept coming back to 3 foundational ideas that law firm owners can use as a checklist.

1) Positioning starts with personality, focus, and fit

When Christine looks at a law firm’s website, she is looking for:

• The firm’s personality

• A clear focus

• Who they serve

• Whether a prospective client can quickly feel, “This is my kind of firm.”

If a website feels generic, it usually signals the firm has not made positioning decisions yet…or is trying to speak to too many people at once.

2) “We serve everyone” dilutes attraction

Christine explained that broad messaging tends to:

• Attract more wrong-fit leads

• Reduce connection and trust

• Make it harder for the firm to stand out in search results, even if SEO rankings are strong

This point landed hard because it is not just a marketing issue. It impacts the day-to-day joy of running the firm. When a firm tries to serve everyone, the work mix can become less satisfying and less profitable.

3) Brand consistency must show up everywhere

Brand is not just a logo or a website. Christine emphasized consistency across:

• Website

• LinkedIn

• Networking and speaking

• Conferences and client events

• What the firm says verbally in real life

Prospects are watching multiple touchpoints, often quietly. They might visit your website, bookmark it, check LinkedIn, and pay attention for weeks before reaching out. The more consistent the story, the more trust you build.

The fix: what to do when marketing spend is not paying off

One of the best moments in the conversation was this theme:

The foundation is almost always messaging.

Before increasing ad spend, Christine recommends pausing and asking:

• What are we actually saying?

• Is the message clear and differentiated?

• Do the visuals reinforce the message or look like templates everyone else uses?

Sometimes the fix is small tweaks. Sometimes it requires a true brand discovery process. Either way, it is hard to scale marketing results when the underlying story is fuzzy.

Mistakes law firm owners make when DIY branding

Christine pointed out several DIY traps that are especially common for law firms:

Using templates that erase differentiation

DIY tools can be helpful, but many firms end up using the same layouts and styles as everyone else. If your visuals look like your competitors, your prospects subconsciously assume you are the same.

Skipping brand discovery

Treating branding like a checklist item often means the firm never clarifies:

• Values

• Differentiators

• Ideal client

• The firm’s point of view

Creating risk with non-unique visual identity

Christine also raised a practical risk: a non-unique identity can become a trademark issue over time, especially if a firm grows and becomes more visible.

How to stand out in crowded practice areas

Christine’s answer here was specific and useful: thought leadership is a major differentiator.

She highlighted strategies like:

• Speaking engagements

• Writing

• Podcasts

• Conference visibility

• Relevant content that proves expertise

This is not about “a bigger billboard.” It is about being top of mind and giving prospects a reason to choose you before they ever meet you.

Branding changes as a firm grows, adds partners, or merges

As firms move from solo to multi-partner, Christine described a shift:

• From founder-centric branding

• To firm-centric branding

This is where alignment becomes critical. Mergers and new practice areas can get “sticky,” but the core question remains:

• What kind of firm are we becoming?

• Who are we serving now?

• Are the people aligned culturally and strategically?

When alignment is clear, brand evolution becomes easier and more coherent.

Indicators a law firm is ready for brand strategy

Christine sees readiness when a firm is:

• Busy, but attracting the wrong-fit clients

• Aware that marketing is not resonating

• Feeling like opportunities are not matching the firm’s strengths

In other words, branding becomes urgent when the firm has momentum…yet the momentum is pulling them in the wrong direction.

Conclusion

A key takeaway from this conversation is that many law firms treat branding as something cosmetic, or something you do once.

Christine framed it differently: brand is a living, breathing system. It requires periodic review and intentional alignment across channels, messaging, visuals, and people.

When that foundation is right, marketing becomes more efficient, client quality improves, and growth feels more sustainable.