Marketing Agency for Law Firms Brand Book

brand standards

CONTENTS This brand standards document explores the message, visuals, and expression of your brand.

I. Brand Message II. Design & Visuals III. Words & Content IV. Live Your Brand

Brand Guidelines Conroy Creative Counsel

M O O D B OA R D

The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. Many of the visuals are inspired by the law industry with its historic courthouses, libraries of law books, and classic color schemes. We also pulled in some Celtic/Irish influences to honor your heritage.

B R A N D M E S S A G E

POSITION

C O R E I D E A

Conroy Creative Counsel is an online marketing agency for the legal industry that specializes in website design.

YO U R G OA L

Along with the renaming the business, we want to move your brand messaging away from price (which anyone can compete on) to brand strengths that are unique to you.

H OW YO U A R E D I F F E R E N T

Beyond great looking websites, you offer knowledge and expertise that is hard to find elsewhere. Law firms are secure knowing that you have a proven process that you follow and that your terms are transparent and fair.

T H E E N D R E S U LT

After working with you, law firms and lawyers can finally be proud of the way they look online. The prestige and the reputation of their firm is improved because their online presence is up to par with their experience and knowledge.


brand message

I

PERSONALITY

S A G E & R OYA L P E R S O N A L I T Y A R C H E T Y P E

Your goal is to enhance the success of the clients you work with through your proven online marketing process. You have the “Midas touch” when it comes to law firms’ brands.

When they encounter your brand, your audience FEELS: secure, impressed, knowledgeable, trusting, confident.

You are: Smart, direct Driven Logical, practical Organized, detailed Level-headed, balanced Results-oriented


brand message

I

+

POINT OF VIEW

I N T E L L I G E N C E A N D C R E AT I V I T Y A R E B OT H I M P O R TA N T

You can’t out-SEO a bad site and a pretty site doesn’t necessarily mean that it’s going to work. You need to have both: form and function. You need to have the looks to attract the people and you need to have the function to drive marketing goals and to attract online traffic. The websites that we build are beauty WITH brains.

P L A N TO S U C C E E D

We don’t leave the success of your projects up to creative chance. We’ve developed a system that you’ve proven over many, many clients that gets results. When you have a plan, work gets done. And it gets done right.

S T R A I G H T F O R WA R D P R O C E S S

We don’t appreciate double-speak, hidden fees, or surprises either - so we’ve purposefully published our pricing and our process so that you know exactly what you are signing up for.


brand message

I

S M A R T C R E A T I V I T Y

F O R T H E L A W I N D U S T R Y

manifesto

UNFAIR ADVANTAGE

YO U R ‘ U N FA I R A DVA N TA G E S ’ A R E :

You’re a long-standing published writer on recognizable industry blogs (leverage this more!)

Your MBA credentials and no-nonsense style are a perfect fit for working with lawyers

You have a history of successful client work and testimonials that you can leverage

You have a proven system to execute great sites & online marketing. Now, you need to tell your potential clients about it!


brand message

I

D E S I G N + V I S U A L S

LOGOvisual identity

These logo options were designed to fit your new brand message and name.


I I

PRIMARY COLORS

visual identity

Your primary brand colors are “law library chic.” They feel authoritative, strong, and capable. The warmth in the brown speaks to your intelligence and smarts. The blues are sturdy and professional. All of the colors are timeless, which will appeal to an industry that is slowly acclimating to new technology and ways of doing business.

#186275

20% 40% 60% 80%

#9AB5B3 #A74827

20% 60% 20% 60%


II

SECONDARY COLORS

visual identity

The bright gold offers a sophisticated pop of color to draw attention to buttons and other “action items.” The taupe and white are neutrals to balance out the rest of the palette for background colors and text colors (on dark backgrounds.)

#DBB555 #E4D9BE #FFFFFF


II

PATTERNSvisual identity

The patterns are inspired by your Irish heritage, but still keep a very refined and sophisticated style. These can be used in your print materials or very sparingly as accents in online design.


II

TYPOGRAPHY

HEADLINES: RALEWAY LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*( )

visual identity

Body: Chaparral Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()

The fonts used in your designs mix a very modern style with a more traditional authoritative feel. They are clean and polished. Raleway Light feels creative and modern. Chaparral Pro feels more traditional. The mix of the two is a metaphor for what you do every day: bring modern technology and results to an established industry.


Accent: Chapparal Pro Light Italic abcdefghijklmnopqrstuvwxyz

II

FONTS IN ACTION

HEADLINE LEVEL 1 This is a description paragraph. It explains the purpose of the page and describes the title to the left.

I. Example II. Example III. Example IV. Example

“This is a quote from a very impressive person.” -IMPORTANT PERSON

HEADLINE LEVEL 2

This is a description paragraph. It explains the purpose of the page and describes the title to the left. This is a description paragraph. It explains the purpose of the page and describes the title to the left.

Example Example Example

visual identity

Main font color: #00000 Links: #9b4e25 Blue accent: #829796

Headline spacing: 10-20% or 80pt

Numbers use the Roman Numeral system, which is often used in the law industry.

Bullets are marked with a small graphic element which feels slightly Celtic in the context of the rest of your brand.


II

I M A G E S T Y L E

IMAGE DO’S

visual identity


Law-based symbolism: books, scales, courthouses, etc. Mockups of designs and images that have an air of sophistication and prestige

Images of you, the expert. People that could be your target market working, reading, and looking successful

When choosing images for your brand, pick ones like these.

II

IMAGE DON’TS


Images with color schemes that are way outside of our brand’s palette

Vector or clip art images. Keep it high-end with photorealistic or actual photography

Mockups or graphics that are overtly feminine Cheesy or low quality stock photos

When choosing images, avoid ones like these.

visual identity

II

ICONS


The icons give us a modern visual style to communicate with on the website. The weight of the icons is similar to Raleway Light. The design style is refined and high-end, which is what our ideal clients want for themselves.

Color: #9B4E25

visual identity

II

W O R D S + C O N T E N T

TONE OF VOICE


Content and communication from your brand should be straight-forward, direct, and smart. You’ll back up your claims with evidence from past clients or industry benchmarks. Whenever possible, you’ll avoid online marketing jargon to keep your meaning clear.

YO U ’ L L S O U N D

Intelligent Thoughtful Direct Experienced

N OT

Casual Wishy-washy Too “decorative” Jargon-filled

brand communication

III

BRAND NAME


C O N R OY C R E AT I V E C O U N S E L

The name… Conroy Consults wasn’t working for your brand anymore. It was reminiscent of your MBA days before you had become a leader in the law industry.

The new name, Conroy Creative Counsel speaks directly to your intended audience: lawyers. It keeps your name in it, which speaks to the personal care you give each of your clients. It then marries the two aspects of your work: Creativity + Knowledge.

brand communication

III

WORD BANK

You’re the best lawyer for the job. You’re not like every other lawyer. Be seen as the leader you are. Transparent & fixed pricing Value-based investment No surprises Reputation Modernize your firm Measurable results Look great online Organized Smart and creative


brand communication

III

TAGLINEsmart online marketing for law firms

OT H E R O P T I O N S

Your legal reputation builder We know law firms. And websites. You’re not like other law firms. Does your website look like you are? Upgrade your Law Firm Online Smart creativity for law firms Experts in Law Industry websites


brand communication

Your tagline is a “catch phrase” that describes your work to others at a glance. It can also be used as your main headline on your website.

III

STORIES

LOW TO H I G H O R I G I N S TO RY

Your low to high origin story is how you came out of your MBA and realized how much you could help law firms online. Share a quick anecdote of a “wrong turn” (starting working in a different industry, or doing what everyone else was doing by focusing on SEO, or whatever the case was in the beginning…) and what your turning point was. End the story by sharing the high point you are on now (# of clients you work with a year, total number of sites launched, etc.)

T H O U G H T L E A D E R S H I P

Your brand is built on the marriage of style with substance. Keep sharing your knowledge in every capacity that you can, specific to the law industry. Writing, speaking, etc — you are the expert. Keep being the expert.

C L I E N T R E S U LT S

Telling your clients’ stories of transformation is going to be an incredibly important piece of your brand. Show the results of your work in the stories of real clients.


brand communication

III

L I V E Y O U R B R A N D

ACTION STEPS

U P DAT E YO U R W E B S I T E & E X I S T I N G D E S I G N S

Use the new brand fonts, logo, colors, etc to update all of your brand touch points.

S C H E D U L E A P E R S O N A L B R A N D P H OTO S H O OT

I’d love to see updated headshot of you… looking authoritative, expert-like, and in your brand colors. (This may need to wait until after baby…)

M OV E F O C U S F R O M P R I C E TO E X P E R I E N C E

Add a section on your homepage and on the services page that talks about the process that you take each client through. Take a prospect client through a project step-by-step so they are confident in moving forward.

C A P T U R E C L I E N T R E S U LT S

Beyond testimonials, build in a process of capturing your clients “before” and “after” states. It would be powerful ‘data’ that you could leverage in future marketing because it proves your impact.


brand communication

IV

BRANDEMIESI D E A E N E M I E S

Style or substance without the other Obeying the whims of creative notion (working without a plan)

N OT TO D O L I S T

Lead with price as your distinguishing factor

W E A R E N OT

An SEO or tech-focused firm The cheapest option


brand communication

IV

Q U E S T I O N S ?

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Marketing Agency for Law Firms Brand Book