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.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if 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 winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • 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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email