I tend to go on and on about branding. There. I said it.

But it’s true. Especially for law firms.

If you’re someone looking to retain a law firm, it is difficult to tell the difference between Firm A and Firm B. They both provide the same service, and if they’re at the same price point, what’s the difference?

Let’s say you don’t have a referral. I know that’s a fairly important qualification, but we’ll go with it. How are you going to make your decision?

feel
v. felt, (flt) feel·ing, feels
1. To be persuaded of (something) on the basis of intuition, emotion, or other indefinite grounds: I feel that what the informant says may well be true.
2. To believe; think: She felt his answer to be evasive.

I’m not saying that the look of a law firm’s web site, brochure, or business card is going to be the deciding factor for a potential client. But it counts. It is a factor.

A Non-Law Firm Related Example of Packaging
Right now, Coca-Cola is introducing a new product. Actually, they’re doing more than that- they are introducing a new product category. They’ve announced Coca-Cola Blak, which they describe as:

an invigorating and stimulating blend that has a perfect balance of the effervescent taste sensation of Coca-Cola and natural flavors, with real coffee. The lightly carbonated, mid-calorie beverage, which is designed to appeal to adult consumers, is yet another example how The Coca-Cola Company reaches out to new audiences and addresses new beverage occasions.

And here’s the packaging:

Notice the Tab can next to it? Tell me that’s not a nearly identical font. To me, the packaging of Blak is a disconnect. I don’t expect the contents of the bottle to contain something coffee related. Rather, to me, it looks like a beer bottle.

I’ve never tasted Blak, but I’ve already made up my mind about it- I don’t like it. The taste would have to be so surprisingly good to make me change my mind. But maybe that’s what they’re going for- maybe Coca-Cola wants you to have one impression before tasting - and a surprise reaction after tasting it. Maybe they’re counting on it.

Either way, it just goes to show you how much packaging means at an almost uncouscious level. We form our opinions in nanoseconds, and that opinion is hard to change.

So….is your firm’s package right for what’s inside?

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