Strong law firm branding is crucial for firms to stand out and attract clients.
We caught up with Kerry England, Business Development Director at the Family Law Company, to discuss how she differentiated the law firm’s brand and how it goes far beyond calling yourself a “trusted advisor”.
Q: Can you tell us about the process of defining your firm's brand?
"We initially struggled to articulate what truly set us apart. Everyone described us as 'nice' but that lacked the punch needed to stand out in a competitive market. And everybody described themselves as a ‘trusted advisor’. We needed a brand that reflected our deepest values and resonated with both our clients and our team,” recalls Kerry.
"The journey to define our brand identity was a multifaceted one. We delved deeply into client feedback, scrutinising testimonials and analysing feedback forms. We even reviewed online reviews to understand how clients truly perceived the firm."
The process also involved extensive internal exploration. "We engaged in thorough conversations with lawyers, colleagues, and even support staff," Kerry explains. "We wanted to understand their perspectives on the firm's culture, their values, and what truly made them proud to work at The Family Law Company." This included exploring the often-overlooked aspects of their work.
"Let's lean into difficult conversations," Kerry emphasises. "Quite often, you become a partner because you're good at law, not necessarily because you're good with people. We needed to flip that on its head and recognise that having those difficult conversations, whether it's with a client or a colleague, is a crucial part of our roles."
Furthermore, staff surveys were conducted to gauge employee sentiment, identify areas of strength and weakness, and understand their own perceptions of the firm's brand. Competitive analysis was also crucial, researching competitor law firm branding, identifying their strengths and weaknesses, and exploring opportunities to differentiate The Family Law Company from the pack.
Q: What key insights emerged from this research phase?
As Kerry dug deeper, a powerful theme emerged: bravery.
"It wasn't just about being bold or assertive. Bravery, in the context of family law, encompasses so much more. It's about our clients finding the strength to navigate incredibly challenging situations, often fuelled by fear and uncertainty,” says Kerry.
“This could involve leaving an abusive relationship, making difficult decisions regarding child contact, facing financial instability, or coping with the emotional trauma of separation. It's about our lawyers having the courage to have difficult conversations, such as addressing domestic abuse concerns, advocating fiercely for clients facing complex legal battles, and providing unwavering support even when the outcome may be uncertain and emotionally draining."
Q: How did you ensure partner buy-in and alignment throughout the law firm branding process?
"Open and honest communication was absolutely crucial,” says Kerry. “We actively involved partners in all stages of the process, seeking their input and addressing their concerns. We presented a clear and compelling rationale for the chosen brand direction, emphasising how it would benefit the firm's long-term goals."
However, Kerry also acknowledges that not everyone will immediately embrace change. "We fostered a collaborative environment where concerns could be openly discussed and addressed. We emphasised that this was a collective effort and that everyone's input was valued."
Q: How did you ensure the brand values permeated throughout the entire firm?
"We had a massive internal launch," Kerry recalls. “Effective law firm branding requires your whole firm to really understand your values. We asked people, 'Does that resonate with you?' and really embedded it into the business. We probably did that for 18 months."
This ongoing reinforcement ensured that ‘bravery’ became an integral part of the firm's culture, influencing everything from employee-of-the-month nominations to performance reviews.
“We relaunched our employee of the month award, basing it on our core values, particularly 'bravery'. This led us to incorporate bravery into our interview questions for new starters. We realised we needed to assess candidates' alignment with our values, not just their legal skills. We had instances where lawyers from corporate firms struggled to fit in due to a cultural mismatch. By asking questions like 'How would you approach a challenging situation that requires bravery?' we ensure new hires understand and embrace our values."
Q: How did you translate this internal focus on ‘bravery’ into an external marketing campaign?
"The 'Everyday Bravery' campaign was born from this powerful realisation,” explains Kerry. “We wanted to move beyond the traditional, often self-serving marketing messages. We wanted to celebrate the courage we see every day, not just within our firm, but also within our community."
The campaign unfolded in several exciting ways. The firm launched a community-wide search for individuals who demonstrated "everyday bravery" in their own lives.
The campaign also featured compelling video stories of lawyers within the firm who demonstrated bravery in their professional lives. "We wanted to showcase their dedication to clients, their commitment to ethical and compassionate legal practice, and their unwavering support even in the most challenging circumstances," says Kerry.

Q: What results did you experience and how were they measured?
"We’ve seen some fantastic results," Kerry explains. "Our social media reach exploded, with a thousand percent uplift in views and engagement. The 50,000 video views on our stories were a huge win. Website traffic also surged, exceeding our target of 200 visits to the dedicated 'Brave' page by a significant margin – we’ve seen over 3,500 visits so far! We also generated significant PR, securing 12 pieces of coverage in local and national news outlets.
“Beyond these measurable metrics, we’ve also observed a significant increase in brand awareness. 18% of new client inquiries mentioned having heard of the 'Brave' campaign, indicating that our message is resonating with potential clients. We also received numerous positive comments and testimonials from clients and community members.”
Q: Overall, what advice would you offer to other law firms embarking on a brand-building journey?
Find your unique voice
"Avoid the typical law firm branding cliches like 'trusted advisor' or 'client-focused’,” explains Kerry. “Rather, be authentic and tell your story in a way that resonates with people on a deeper level.”
“Focus on telling your unique story,” adds Kerry. “What makes your firm different? What are your values? What are your client's stories? Authenticity is key to building trust and connecting with your audience on a deeper level. Avoid generic marketing jargon and focus on genuine human connection.”
Gain internal buy-in
"We dedicated six months to an internal campaign," Kerry explains. "We conducted training sessions, held team discussions, and even created fun activities to illustrate the importance of 'bravery.' This consistent reinforcement helped to embed the value deeply within our company culture.”
“Involve your entire team in your law firm’s branding process,” Kerry stresses. “Conduct workshops, surveys, and team-building activities to ensure everyone understands and embraces the chosen brand values. This will foster a sense of ownership and ensure consistent messaging across the firm.”
Translate values into actionable communication
"We started with a soft launch, subtly incorporating the 'Brave' messaging into our print advertising and social media content,” Kerry recalls.
“Start with a gradual rollout of your brand messaging. Test different approaches and refine your communication strategy based on early feedback. This phased approach will allow you to gather valuable insights and make adjustments before launching a full-scale campaign.”
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