The law of building brand trust
The name you give your business is fundamental to its identity. It’s the first point of emotional connection with your audience – and when it comes to law, that must mean trust.
The most trusted brands in Australia are Aldi, Bunnings, Qantas and the ABC according to a 2018 Roy Morgan poll – all major household names.
But big doesn’t always mean best when it comes to trust in today’s world of fake news and distrust (just Google our banks, politicians and even cricketers!). Australians are as sceptical as ever and becoming more and more protective of who they trust – especially those that manage their affairs and are privy to their personal information. According to Deloitte, just one in 5 Australians believe that our banks are ethical and have customers’ best interests at heart.And in the legal profession, you’ve a better chance of showcasing trust if you’re based across the ditch – Australian lawyers are less trusted than their Kiwi colleagues.
The good news is that lawyers are more trusted in both countries than banks, political parties, government, major tech companies, new media and religious institutions.
So, think about this for a minute. Does your brand name and identity as a law firm evoke trust? Does it represent your values and ethics – and those important to your clients? Whether you’re a start-up or looking to rebrand – trust is a major consideration when naming your brand and building your identity. As we said earlier – it comes down to an emotional connection with your current and potential clients.
Your values will help you clarify your identity – so, consider engaging a creative agency to help you revive or design your corporate identity, and help you create branding that is compelling, memorable, commercially successful – and grounded in trust. With a tougher competitive landscape, being clear about who you are, what you do and why will help ensure your brand is trusted. And in the world of law, where you’re often only as good as your last case, that’s all you have – but it’s worth so much.
Our brand agency has extensive experience creating new brands in the law sector. See some of the latest brands here: Law Squared – Beatty Legal – Bowd Legal – Purpose Law
Get in touch to discuss branding your new startup or perhaps rebranding your exisiting law firm click here and email us now