Questioning the best way to rebrand your legislation agency? Right here’s a step-by-step account of how Carter Law Firm turned the Geek Law Firm.
One among my massive initiatives this yr was rebranding my agency from Carter Law Firm to Geek Law Firm! There’s a lot concerned within the course of, however it’s value it to make your agency match with who you’re and what you provide.
For clarification, Geek Law Firm is my firm for talking and writing. I’m nonetheless with Venjuris for conventional shopper work.
1. Choose a New Title
First issues first: Be certain your state bar’s guidelines mean you can use a commerce identify in your legislation observe. I at all times knew I wished Geek Law Firm. I purchased the area in 2011 once I was on the point of begin my legislation observe, and even thought-about utilizing it for Carter Law Firm. (Again then, commerce names weren’t allowed in my state, Arizona.)
As you brainstorm potential names in your new agency, verify if the corresponding net area is on the market and likewise confirm that the identify you need hasn’t already been registered as a trademark with the USPTO. Additionally, you will wish to do an web search to see if anybody else is already utilizing that identify.
2. Design a New Emblem
Except you’ve gotten an in-house advertising and marketing crew or are a designer your self, plan to rent somebody to create your agency’s new brand and the agency’s colours. Earlier this yr, I wrote a submit about corporations that can create your brand in case you’re on a funds or wish to contemplate a number of concepts.
I used a designer, Dina Miller, who I’ve labored with earlier than, and I like her work. She will be able to take the phrases I take advantage of to explain the vibe I would like folks to get from my brand and depict it visually.
I wished Geek Law Firm’s brand to indicate that I take my work critically, however not myself. I wished it to be a bit quirky and playful with out being infantile. And I wished a sans serif font. Dina created two variations of my closing brand: one rectangular and one sq..
For colours, I knew I wished the first colour to be blue. Blue is related to stability and trustworthiness. It additionally matches my eyes.
For accent colours, I requested for a inexperienced and an orange. Inexperienced is the standard colour of slime and what I envision effervescent in a chemistry beaker. Orange is such a cheerful and vibrant colour, and additionally it is a nod to my undergrad alma mater, Oregon State College, and to Content material Advertising and marketing World.
Dina, being made from superior, offered me with variations of my logos incorporating these colours as a substitute of blue, in addition to variations with it in all black for conditions once I would possibly want a monochromatic model, and ones with the colour switched out for a grey.
3. New Web site Images
Most picture specialists suggest new headshots each one to 2 years. Most legislation corporations I do know use their attorneys’ headshots manner longer than that. Even I take advantage of my photographs manner longer than that — so long as they nonetheless seem like me.
For my new web sites (extra on that later!), I employed a photographer who doesn’t simply do conventional headshots. There’s nothing incorrect with these for a standard agency web site; in truth, I encourage it. However, Geek Law Firm will not be a standard agency, so I employed Joseph Abbruscato, a photographer I’ve labored with earlier than.
I wished photographs that may present my persona. Nothing was off the desk by way of posing and wardrobe. I wished a wide range of photographs with a variety of feelings from critical to mad and approachable to I-will-kill-you. And since I additionally wished to focus on the truth that I’m non-binary, in some photographs I made the non-binary “X.”
4. Rent a Web site Developer
I had been planning this rebrand for over a yr earlier than launching and had a number of conversations with the online designer I wished to work with. We’d agreed on the scope of the mission and the worth. All we would have liked to do was signal a contract.
Then he ghosted me.
Fortunately, I knew one other designer I appreciated, so I reached out to see if he had the bandwidth for my mission. Sadly for me (however lucky for him), his firm was so busy they weren’t taking up new work at the moment.
I used to be out of designers I knew, and I didn’t know the place to start to Google round for another person. As an alternative, I reached out to mates who’re revered entrepreneurs however don’t create web sites themselves and requested who they really helpful.
These suggestions resulted in interviews with three corporations to debate my wants and proposals for my consideration. Whereas the proposals had been related, the costs quoted had been vastly completely different. I engaged Good Folks Digital as a result of they had been one of the best match by way of a persona match and my funds.
5. Collaborate to Create a New Web site
Creating a brand new web site is an funding of each time and money. You’re going to have it for years.
I’ll have had a extra energetic function in creating my web site than one other legislation agency might choose to do, however I believe it contributed to creating a web site I like. For one, I wrote many of the copy on my web site. I labored with the Good Folks crew and adopted their lead concerning what info ought to be on the location and the place it ought to be. However I used to be the one who typed out the textual content, following the parameters they gave me concerning the scope and size of every part.
For those who interact an organization to create your web site, count on to put aside vital time to assessment their work and abide by their deadlines for offering suggestions. Good Folks needed to prod me a couple of occasions to offer them suggestions once they wanted it. Though my job because the shopper was to critique their work, I at all times tried to incorporate compliments about what I appreciated. Since I don’t converse “designer,” I attempted to make use of descriptive phrases about what I used to be searching for and how much vibe I wished to ship with my web site.
Moreover, don’t be afraid to talk up if you don’t like one thing. There have been a couple of occasions once I needed to say I didn’t like a part of the location, and one time it was a visceral adverse response. Their work wasn’t dangerous, however it was a mismatch with what I wished to be related to my model. Anytime I steered one thing that I suspected was outdoors the norm, I requested them to inform me if what I used to be saying can be detrimental to my enterprise.
6. Make the Title Change Official
As you’ll be able to see, there may be a lot work you are able to do towards the rebrand earlier than you formally change the identify of the authorized entity in your agency. My unsolicited recommendation, earlier than you file an modification or a dba? Name your financial institution. Initially, I wished to vary the identify of my authorized entity to Geek Law Firm, PLLC, but when I’d completed that, I might have needed to shut my financial institution accounts and begin over with new ones, get a brand new bank card, and create a brand new enterprise in my QuickBooks. No thanks! I filed a dba as a substitute and up to date my accounts accordingly, however even that was a nightmare.
7. Different Firm Updates
Listed here are among the final — however necessary — issues I did to complete the rebranding course of:
- Create a brand new electronic mail account for [email protected] I’m nonetheless sustaining [email protected] for now (it’s sophisticated), so I didn’t should arrange some kind of computerized forwarding to the brand new electronic mail.
- Order new enterprise playing cards. I stored it easy and used VistaPrint. I appreciated the playing cards the place the entrance solely says “Ruth Carter, Esq.” and “Not that form of lawyer,” so I stored that because the entrance, and added the brand new brand to the again.
- Replace my LinkedIn profile.
- File a trademark software with the USPTO. I’ve put an excessive amount of vitality into creating Geek Law Firm. I’m not going to danger having somebody steal it from beneath me by registering it first.
8. Sure, I’m Planning a Particular Announcement
In 2023 I count on to ship out round 500 postcards asserting Geek Law Firm (much like the postcard mailing I did in 2014 to have a good time the Future Birthdate of Captain Kirk).
I’ve solicited suggestions for designers and am nonetheless mulling over precisely what I would like on the entrance of this postcard. I’m undecided if it ought to be one of many photographs from my photoshoot. My advertising and marketing mates would in all probability inform me to not fear about it feeling too “me-me-me” as a result of that’s precisely what that is, that’s precisely what it ought to be, and that’s what my audience will need.