You’re considering lawyer advertising on TV, but you’re afraid your law firm can’t compete. You’re probably thinking that you can only afford somewhere between $5,000 and $15,000 per month, but there are two or three law firms each spending $200,000 per month on advertising, monopolizing your market. With the public seeing your competitors’ commercials all day long, can you successfully compete and ensure that your money will not be wasted?
Advertising for lawyers, particularly law firms providing services to individuals, is usually direct response advertising which presents different advertising issues than those seen in traditional TV brand advertising.
What is branding? Branding is an attempt to evoke an image that is retained in the mind of the target audience by use of a memorable symbol or name. Why create a brand? Would Yahoo or Google be where they are today if they chose a generic name like “Best Search Engine”? I don’t think so!
A brand capable of graphic representation can be protected by registering as a trademark or servicemark. A trademark or servicemark can be claimed under common law simply by using a TM or SM with the mark. Greater protection can be had by registering with the U.S Patent & Trademark Office. Upon acceptance of the registration, the brand can be shown with an R in a circle.