Law Firm Tag Lines: “Word. Word. Word.”

Law Firm Tag Lines: “Word. Word. Word.”

Let’s declare this to be the end of the “Three one-word sentence” tag lines.

Particularly alliterative ones, like “Expertise. Excellence. Efficiency.” 

For both law firms and accounting firms, the most-overused three words in this category seem to be “Experience. Creativity. Results.”

(A few actual examples of these cropped from law firm websites are shown below.)

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No one believes this type of empty bragging.  No client ever said, “I thought you overworked your cases and padded your bills until I saw the word ‘Efficient’ in your slogan.  Now I know I was wrong all along!”

This category of slogans is essentially an organization’s choosing to proclaim to everyone:

“I. Am. Awesome.”

A quick Google search yielded back-patting gems like:

Effective. Efficient. Expeditious.

Excellence. Efficiency. Expertise.

Excellent. Effective. Efficient.

Experience. Creativity. Results.

Experienced. Driven. Effective.

Experience. Creativity. Results.

Leadership. Creativity. Results.

 

(Wait, did I repeat one of them? Who knows? Who cares?)

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First of all, does anyone actually believe that claiming “Results,” or “Creativity,” or “Experience,” proves that you offer it?

In fact, I’d suggest that the least-effective way to prove that you’re “Creative” is to simply declare it.

In fact, if you actually were Creative, you’d have a better tag line.

Admittedly, tag lines are hard. (Click here to read The 30 Best Law Firm Tag Lines Ever.)

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Encapsulating an entire complex organization or skilled professionals into a handful of unique words is a serious challenge.  I’m simply suggesting that unless your law firm has a powerful branding campaign and unique differentiator, it isn’t critical for you to have a tag line. 

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And if the best you can do is something really lame or braggy, just don’t do it.  No one will ever fail to hire you due to its absence.

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I’ll rail against the two two-word-sentence tag lines later….

Like:

Legal Insight. Business Instinct.

Local presence. Global insight.

Local Expertise. International Depth.

Local knowledge. Global reach.

Business people. Business law.

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