The role of law firm communicators and marketers has undergone a remarkable transformation in the last decade, and this transformation is just the beginning.

With increased competition for clients and talent – lawyers and business professionals – and more transparency brought on by competition, law firms have needed to reassess and invest more in the ways they communicate. Reputational capital has become an important factor contributing to the success of the legal industry.

I’ve seen this before in my career as financial service companies had to adapt in the late 2000s to a brave new marketing world that was quickly transformed by digital and social media. Many banks, exchanges, asset managers, private equity firms and hedge funds moved from conservative pillars to risk-takers.

Once considered a staid and conventional industry, the legal profession is now brimming with opportunities for innovation and creativity across nearly every marketing channel.

And change is now coming at a rapid pace. According to a new study from marketing technology firm Passle, the top two marketing priorities for UK and US law firms are building an online presence and positioning the firm as a thought leader. Further proof of change is that leadership at 50% of firms see investing in a digital presence as an important driver of business growth.

Laggards in the areas of online marketing and thought leadership will need to invest more time, effort and resources to catch up.

As the legal landscape continues to evolve, communicators and marketers find themselves at the forefront of this dynamic change, leveraging the power of their brands to reinforce – or position – their firms’ identities.

Building the narrative

In today’s digital age, narrative is nearly everything. The ability to craft a compelling story that resonates with clients, recruits and internal stakeholders helps differentiate a firm from its competitors.

For top communicators and marketers, this means dispensing with jargon and instead developing a powerful narrative – one that highlights not only the firm’s expertise but also its unique values.

The foundation for this type of narrative comes from understanding the culture of a firm. Culture connects regions, practice groups and people. This connection can’t exist without a clear understanding of the values that drive a firm forward.

The impact of imagery

From Instagram to LinkedIn to websites and more, imagery fuels a brand’s digital presence. We live in an era where visual content reigns supreme.

Every day, marketers have the opportunity to reinforce or reshape their firms’ identities through the strategic use of visuals that highlight their people and values. Gone are the days of corporate headshots and generic office photos. Today, law firms are embracing vibrant, dynamic imagery.

Few law firms are jumping onto TiKTok, but the ones paying attention to the entire multimedia landscape understand that short-form video and audio content as part of an integrated strategy is incredibly effective.  

The impact of well-curated visual content extends beyond aesthetics; it enhances brand recognition and fosters deeper connections with clients and recruits. Visual storytelling that showcases a collaborative work environment, community involvement and the real-world complexities facing clients adds depth where words fall short.

Innovation as a differentiator

In the competitive world of big law, conventional marketing approaches no longer suffice. In fact, they may be doing more harm to a firm’s brand than good.

Top communicators now convey memorable experiences that distinguish their firms and leave a lasting impression. Constant innovation in storytelling is vital to achieving this goal – not only to stand out but also to deliver value more efficiently.

At Vinson & Elkins, we’ve embedded a lifecycle approach to content. With this approach, we create an ecosystem that encourages brand consistency, the use of multiple mediums (such as website, traditional media, video and internal communications), and repurposing content for weeks to months. This approach positions the firm as a thought leader and strengthens our brand.

Artificial intelligence unlocks new possibilities

The integration of artificial intelligence (AI) into marketing has exploded, with recent data from Reuters indicating that nearly 84% of marketing organisations in professional services are either using or exploring AI in their strategies.

In the legal sector, this shift is similarly profound, as law firms increasingly leverage AI to gain a competitive edge, enhance client engagement and streamline operations.

Legal marketing professionals are able to innovate like never before, opening doors to creativity that were previously out of reach. Today, AI is helping drive rapid improvements in modern law firm marketing.

Besides just creating content, AI tools provide insights into trending topics and optimise content for maximum impact.

If you’re unsure how AI shapes your law firm’s brand, just ask any AI tool to tell you about your firm and see how it replies. You may not like what you read, but understanding this output can offer crucial insights into how your brand is perceived.  

Reimagining law firm identity

The stereotype of law firms sitting on the brand and marketing sidelines would be a mistake to embrace. Today’s leading law firms are proving that creativity can have a vital role in the legal industry.

By thinking more creatively about their brands, communicators and marketers are transforming their firms’ identities and setting new standards for excellence that align with business and practice group objectives.

The convergence of technology and thought leadership offers fertile ground for innovation. By harnessing this relationship, communicators and marketers can end the myth that law firms don’t benefit from a well-defined brand experience.

The future of law firm communications and marketing is bright, bold and brimming with possibilities, and there has never been a better time to be at the helm.

Allan Schoenberg is the chief communications officer at Vinson & Elkins, leading a team that oversees brand services, media relations, internal communications, rankings and digital strategies. With extensive experience in the financial services sector, he excels in crafting multi-channel communication strategies to enhance a firm’s brand and reputation.

The Law Firm Marketing Summit, which is co-hosted by GLP, takes place on 15 October at RSA House in London. Click here to read the agenda and here to book a delegate place. For sponsorship enquiries email [email protected].