For law firms wondering whether investing in brand marketing is an important strategy for law firm growth, Chris Dreyer, CEO at Rankings.io has a clear message. Any branding – including that for law firms – is vital for the longevity and marketability of that firm.

Unlike more quantifiable lead generation activities such as purchasing email lists or pay per click ads through SEO, investing in brand marketing can seem like an intangible, ineffective, and expensive marketing tactic. However, a well-known brand can make the difference between a potential client clicking on your Google ad instead of your competitor’s ad. In addition, branding can help a law firm rise above the opposition, both in terms of searchability and also by allowing the firm to stand out in a sea of other search results.

Effective brand marketing campaigns influence purchase intent by moving potential clients through the stages of know, like, trust:

1. Know: They can recognize and recall your brand unassisted
2. Like: They feel positively about your brand
3. Trust: They see your brand as trustworthy

For contingency fee law firms that rely on generating a steady quantity of leads every month, a great brand marketing campaign can not only bring in more leads, but better qualified leads. The key to an effective brand marketing campaign is a clear message with consistent investment and execution – not just a one-time push.

Watch the video above, featuring Chris Dreyer, CEO of Rankings.io., to learn more about effective brand marketing.