The Bar Council of India (BCI), recognizing the noble nature of the legal profession, prohibits advertising and solicitation of work by lawyers. Rule 36 of the BCI Rules, 1975 outlines limitations on promotional activities by legal professionals. For instance, a law firm cannot use flashy sign boards or elaborate business cards to attract attention. Even a firm’s website must be carefully developed, avoiding claims of being “top-rated” or “award-winning.”
However, these limitations don’t mean law firms can’t engage in brand-building activities. The key is focusing on value, relationship building, and maintaining professional dignity. By adopting subtle strategies, firms can enhance their visibility while adhering to ethical guidelines.
The holiday season, in particular, allows law firms to subtly yet effectively strengthen their brand. Firms that tap into festive themes in a manner that continues to point out the clients’ needs can help establish meaningful relationships that extend well beyond the holiday celebrations.
We’ll discuss some case studies that illustrate out of the box ideas that helped law firms elevate their brand identity during the holiday season.
HELLO, YOU ARE MY FAVOURITE!
The power of a thoughtful, personalised holiday greeting should not be underestimated in the legal profession. Fisher Phillips is a national labour and employment law firm that really stands out in the art of personal touch. Each year, they send holiday cards that aren’t about general wishes but rather tailored to reflect the specific cases or interactions from the past year.
This led to remarkable success for Fisher Phillips. By showing interest in their client’s lives and businesses, they solidified their existing relationships.
To implement a similar strategy, use the CRM information of your organisation to bring a personal touch to your holiday greetings. This could be done through references to a client’s latest business wins, a shared professional milestone, or even the most memorable interaction of the previous year. Personalization at this scale transforms an otherwise run-of-the-mill holiday card into a relationship-building, subtly persuasive brand promotion vehicle.
LET’S GET LEARNING
The holiday season brings with it unique situations and events, and law firms should take advantage of the opportunity to provide valuable insight. For instance, Miller Thomson has done just that with a blog called “Tips for a happy condo holiday season“, where they provide not only tip sheets on co-parenting through the holidays but also year-end tax advice.
This content strategy has worked great for Miller Thomson. By putting up timely and relevant information, they have been able to show their expertise and demonstrate an understanding of the seasonal concerns of its clients.
To accomplish this similar task, develop a content calendar based on holiday-themed legal issues within your practice areas. For example, articles discussing employment law topics relevant during Diwali, such as holiday bonuses, leave policies, and workplace celebrations or posts addressing topics, such as tax liabilities for gifts exchanged among friends and family, could drive engagement. This information can be published on the website, on social media, or in email newsletters. Again, the goal here isn’t to solicit business but to educate, add value, and, therefore, create a consistent stream of valuable information that will inadvertently attract clients seeking out expertise in this type of area.
MEET & GREETS
The holiday season provides an excellent opportunity for strengthening existing client relationships as well as expanding networks. Millar Kreklewetz LLP has turned this opportunity into a cornerstone of their client relationship strategy using their annual holiday receptions. These events are held in major cities where they operate and they offer a relaxed setting for meaningful interactions.
The impact of these receptions has been significant for the firm. By creating an environment where clients can interact with various practice areas, they have organically grown their practice without any solicitation.
Similarly, law firms can consider hosting a virtual seminar on a holiday-related legal topic, followed by a casual networking session, to adopt this strategy. This approach to education, combined with relationship-building, will provide value to attendees and, thus, will organically create opportunities for business growth. The key is to focus on creating a welcoming atmosphere by encouraging natural conversation and meaningful connection.
GIVE BACK TO STAND OUT
Engaging in charitable activities during the holiday season can significantly enhance a law firm’s community presence and brand image. Holland & Knight’s annual holiday charity campaign is an excellent example. They encourage employees to volunteer time and resources to local nonprofits, positioning them as a hallmark of corporate social responsibility efforts.
Beyond improving community relations, volunteering and charity has resulted in positive media coverage for the firm, enhancing their brand recognition without advertising. The firm’s commitment to giving back has resonated with clients and prospects alike, reinforcing their image as a socially responsible organisation.
Consider partnering with a local charity that aligns with your firm’s values to implement a similar strategy. Encourage staff participation and share the impact of your efforts through subtle, non-promotional social media posts focusing on the cause and the community’s impact, not on self-promotion. Benefiting the community will simultaneously allow you to build goodwill and, thus, enhance your brand image.
MAKE THE HOLIDAY SEASON COUNT
The holiday season offers law firms a unique opportunity to enhance their brand presence. By focusing on relationship-building, providing valuable insights, and engaging in community-oriented initiatives, firms can foster meaningful connections that will last well beyond the festive period.
Successful holiday marketing for law firms hinges on subtlety and the creation of genuine value. By implementing strategies such as personalised greetings, educational content, client appreciation events, charitable initiatives, and strategic online engagement, firms can effectively build and elevate their brand image. These approaches not only strengthen client relationships but also lay a solid foundation for growth for the upcoming year, all while upholding the dignity and integrity of the legal profession.
