How to Identify and Implement Your Law Firm’s Brand Voice

A catchy and unique logo can be an effective marketing tool for your law firm … but it’s definitely not your only branding concern. Logos inevitably become part of a firm’s brand and quickly recognizable by stakeholders. However, defining your brand voice is equally as important to differentiate your firm and communicate value to your clients and prospects. 

What is Your Brand Voice?

The language and style you use across all of your content make up your firm’s brand voice. It’s how you reflect your personality and create meaningful connections with your clients. 

Your target audience is constantly being bombarded with messaging from various mediums, but with an effective brand voice you can separate your firm from the crowd. 

Your brand voice can portray many different types of tones, such as formal/informal, humorous, light-hearted, authoritative, passionate and knowledgeable. The key is finding what two or three represent you best, and developing a tone that is consistent. You will be better equipped to deliver a message that makes a lasting impression when you deliver uniformity.  

How Do You Identify Your Brand Voice?

Before you can start publishing content that showcases your voice, you have to establish what that voice is for your firm. Start by analyzing your mission statement or core values. These are the basis of your entire organization and should be reflected in all of your marketing efforts. If you haven’t already, now is also a good time to do an assessment on any and all content that you have produced. Look for any repetitive themes as these will give you an idea of the tone that you have already established. We do this as part of a comprehensive content audit that helps us better create a voice, tone and strategy for our law firm clients. 

You should also make note of any current external messaging that received positive feedback. Whether it’s a blog post that had the most views, a Facebook post with the highest engagement or a tweet with the most retweets or likes, popular content can provide a glimpse of what has truly resonated with your followers. Stick to what has worked and make it part of your practice on all marketing efforts moving forward. 

It’s also important to recognize elements that are not part of your voice. Everyone is familiar with brands like Wendy’s that are playful and witty with their social media presence. They have established humor as a part of their brand voice, and it resonates with their audience. However, just because it works for them doesn’t mean it will work for everyone. If a certain personality trait isn’t part of your firm’s brand, don’t try to force it just because you see someone else having success with it. Be true to your brand. 

How Do You Maintain Consistency With Your Brand Voice?

Publishing a steady flow of content that follows your firm’s brand voice is the only way to establish it in the minds of your audience, but this can be tricky if you have multiple content producers on your team. Over time, everyone develops their own writing style, which may not directly coincide with the voice your firm is trying to institute. If you’re using more than one writer to produce your content, they each need to be taught how to write with your firm’s tone in mind. 

First, include everyone in any discussions during the infant stages of crafting your brand voice. If they can follow and understand the thought process behind it, it will become much easier for them to implement when it comes time to creating content. Next, reinforce your voice with clear guidelines and expectations for each piece. Rather than just assign something to one of your attorneys, explain what you are hoping to accomplish and provide a brief outline or overview of what the content should contain. This will make their job easier as a writer and save you time on edits before it’s time to publish. 

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Is Your Brand Voice the Same on Every Channel?

Every successful marketing campaign will utilize multiple channels to reach its specified target audience. With social media, blogs, video, podcasts and more, there’s no shortage of options to reach people. While it’s important to stay consistent with your voice, a wide variety of mediums provides the opportunity to get creative with that voice. 

Videos and podcasts are organic and conversational, giving you a chance to be less “buttoned up” than you might normally be and inject some personality into your firm’s brand voice. LinkedIn and blogs are inherently more professional and typically require a more serious tone in your content, which can increase legitimacy in the eyes of your audience if your firm’s brand voice is typically more carefree and witty. 

Just as you do with any content you deliver, assessment is an important part of successful brand management. If you are publishing content often, set aside time each month to review and see how your content is being received. If you are less frequent, perhaps a quarterly review will do. 

No matter the case for your firm, it’s important to analyze what’s working and what isn’t working. Over time, you’ll be able to conclude the aspects of your brand voice that are resonating with your audience and should be continued, or those that missed the mark and may need tweaking. Developing your brand voice is a process so leave yourself room to grow and change as needed, and you’ll be well on your way to establishing a deep connection with your audience.


Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position