Differentiate Yourself With Your Values

Values — everybody’s got them. But are yours shaped intentionally? Do you live them out every day?

More importantly, are they part of your law firm’s unique message?

A fascinating Havas Group study found that 77 percent of consumers choose to buy from companies who share the same values that they do. 

The moral of the story is that every brand needs a core set of values by which they live and breathe.

If your law firm has yet to determine its values, here’s an exercise to help you:

  1. Consider what problem you help solve. What does your law firm do? 
  2. Next, consider what annoys and frustrates you. Whether it’s your local competition or something much larger, narrow it down to one or two things. 
  3. Finally, think about what breaks your heart and makes you sad. Maybe you hate watching clients get taken advantage of by other law firms, or the insurance companies. Look deep within yourself to find the answers.

Once you define your values, take them and work them into your unique value proposition (UVP). Your UVP is what makes you different. It’s why you do what you do. It’s likely a huge part of why you became a lawyer in the first place — and it’s unlike anyone else’s. Your individuality is what sets you apart from all the rest. 

All of these factors combined ended up in a formula that looks like this:

I help [your ideal clients] with [the problem that you solve] because [the reason you became a lawyer].

This message is going to become your most important tool on your journey to success. If someone asks you why they should choose your firm over another, this is your answer. Your organization cult depends on your UVP.

So, what’s your UVP?

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