Big mistake.

Letting a pet project overwhelm the brand.The biggest trap law firms fall into with pet projects is letting the project drive the look and feel, rather than the firm. Rather than letting the art collection drive the event, he stayed true to firm branding. Everything at the event (from napkins to invitations) prominently featured the colors, fonts and logo of the firm. Don’t forget that everything must be done through the prism of the firm’s brand strategy…or you put your brand at risk.

Letting practice groups create their own identity.Never forget that practice groups are part of a larger brand. Make sure whatever you place your logo on (pens, golf shirts, or other gifts) reflects the firm brand. If you’re a large white-shoe firm you don’t want your logo on silly gag gifts, whereas a smaller firm with a more casual vibe can be creative.

Creating a sub-brand.Many law firms today are choosing to branch out into other areas of business or charitable giving, and are creating what we like to call “sub-brands” for their firm. While the new business or charity may have a vastly different mission than the law firm, it’s still a part of the overall brand. It’s always a good idea to keep some semblance of the law firm brand. Don’t throw away the power of an established brand.

The lesson here is clear: Never dilute your brand. Your brand is your business.

Your Brand is Your Business – The 4 Common Mistakes in Law Firm Branding