The first step to Builden’s Five Step Marketing Infrastructure Model is to mine what the firm is already doing well. Celebrating speaking engagements, podcasts, big firm wins and awards is important. However, Builden has observed that firms often overlook a key area: their pro bono and community service. Highlighting these contributions can provide significant value and should not be overlooked.

Promoting attorneys’ work beyond their legal services aligns with values-based marketing, a client-centric approach that aims to provide value and connections beyond mere service promotion. While not new, values-based marketing has gained importance as companies become more ESG-conscious and consumers increasingly care about what businesses stand for. Emphasizing your firm’s values can significantly enhance client connection and loyalty.

It’s easy to see why a B2C company might adopt this approach, but law firms can reap the benefit from it as well.

• Increased client engagement: A values-based approach in marketing helps attract clients with similar values, fostering greater engagement. Clients who connect with your firm’s values are more likely to refer others and seek repeat business. Sharing your firm’s involvement in community initiatives can spark conversations and create valuable touchpoints for business development.
• Talent attraction and retention: Millennials and Gen Z associates value fulfillment and community involvement. Highlighting your firm’s commitment to these values can boost retention and draw in candidates who resonate with them. Emphasizing a positive culture fit is increasingly important as firms seek new talent.
• Differentiation: In a competitive market, what sets your firm apart? Your firm’s story, mission and values contribute to its unique brand. Clearly defining and communicating these elements can help differentiate your firm and deliver value beyond legal services.

We know why values-based marketing is a good idea, but how do you start? What’s the magic formula? Well, short answer: there isn’t one. Your efforts are based on your firm’s unique values.

The first step is to identify those core values. Consider what matters most to your firm and ensure those align with the firm’s mission and business strategy. Once defined, you can begin incorporating them into marketing efforts.

• Authenticity is key when developing a marketing strategy to showcase your firm’s values. Clients, potential clients and recruits can easily spot inauthentic campaigns, so ensure your approach is sincere and aligns with your firm’s values and mission. Use your firm’s brand voice and messaging consistently, especially when promoting sponsorships or pro bono achievements, to accurately reflect your firm’s culture.
• Fill the gaps. Identify the needs in your community—whether local or within your business market—that align with your firm’s values. Addressing these needs can naturally promote your firm’s values while making a positive impact.
• Client collaboration. No one knows firm clients better than the attorneys who serve them. With the rising importance of ESG, many corporations are actively engaging in philanthropy and community outreach. Identify clients who share similar values to your firm—such as DEI and environmental impact—and explore potential collaborations. This could involve financial initiatives like creating a scholarship fund or organizing joint events like volunteering with Habitat for Humanity, strengthening your client relationships and reinforcing shared values.

Identify how your firm’s specific skills and values can serve your community; your services can offer unexpected value. Giving back is not just good karma; it’s good business.