Pinstripes & personality - why law firms need both! -

Let’s tackle the elephant in the boardroom, law firms often grapple with embracing a sense of personality, concerned it might undermine their professionalism. It’s easy to think you need to choose between being relatable or being credible. But that’s just not the case!

Your clients aren’t looking for robots in suits. They want to talk to real people. Yes, people with sharp legal minds, but also people who understand their fears, frustrations, ambitions and what they want to achieve.

Personality isn’t about being loud, it’s about being human.

Build trust by being human

Looking for a powerful way to build trust? Show your clients that you’re human and your firm is too by being brave and conveying a sense of your firm’s personality in everything you do.

Personality isn’t a luxury for law firms anymore – it’s a necessity. Don’t worry, I’m not talking about wacky memes, Tik Tok dances or hundreds of hashtags.

I’m talking about showing the human side of your firm in a way that resonates with the people you’re here to help. It’s about connecting with clients on a deeper level, building trust before they’ve even picked up the phone.

Personality is powerful

Here’s the thing, the majority of law firms already know that they need to stand out.

They’re aware that in today’s competitive marketplace you can get your legal services online, on your phone or even on the shopping channels (I saw a Will Writer on one of those channels not that long ago!)

Law firms are no longer just competing with their traditional foes – but with big brands who have big personalities!

Personality isn’t the enemy of professionalism, far from it. Potential clients don’t want a faceless law firm, they want to work with people they like, trust and feel comfortable opening up to.

Clients may come to you because of your expertise, but they stay with you because of the human connection.

So, highlight the people in your firm – what they’re passionate about, what makes them tick and what your clients say about them. Think about the firm’s identity too, are you problem solvers, innovators, big picture thinkers?

How to strike that personality balance

I’m not saying ditch the suits for t-shirts or polo tops (unless you want to!) I’m saying, take the time to reflect on your firm’s personality.

Not just the legal side of things, the human side of things. Own it and let that personality shine through your content, your communications and your culture.

– Take a look at your tone of voice. Does your website copy sound like a robot wrote it? If so we can help. Speak to your audience in the way you’d speak to a client over a coffee.

– Are you playing it safe with stock images? Going with hand shakes, someone on crutches or a couple looking cross? Don’t underestimate the power of visual branding, we’re all far more visual than you think!

You don’t need to invest in an expensive image catalogue, let your firm’s personality guide you. We love a good image, we can create you something in a jiffy that no-one else will have!

– Where style meets substance. A carefully chosen font, a standout colour scheme and high quality photography blends professionalism and personality perfectly.

– Share your stories. Post behind the scenes moments, highlight small wins, big wins and celebrate your team’s individual successes. Showcase those moment that make your firm relatable and authentic.

Pinstripes and personality in harmony

As you can see there’s plenty of possibilities to blend professionalism and personality. Be brave, be authentic, be you!

The legal landscape is constantly changing and clients are looking for firms that offer more than just expertise.

They want people that understand them, connect with them and offer them a genuinely personal service.

So, embrace your pinstripes and your personality – it’s not an either/or situation. It’s a balance. Get it right and you’re not just another firm—you’re the firm.

Ready to strike the perfect balance? Let’s help your firm show off its human side while staying razor sharp.