I saw an article today about why folks may want to create a family motto, something that fosters unity and inspires the kids. Of course, I immediately thought about how this could apply to a law firm.

Off the top of my head, I can think of two mottos for law firms, both DUI defense lawyers who have done a lot of advertising: “No Cuffs” and “Friends don’t let friends plead guilty.”

So, how about your firm?

Hmmm, for a family law firm: “When you can’t take it anymore, call us”. Hey, not bad.

How about immigration: “They’re here. We can help them stay.” I think that might actually work.

Landlord/tenant (evictions): “30 days means 30 days.” I like it.

I’m on a roll.

Insurance defense: “Our JDs can increase your ROI”.

PI: “Insurance companies hate us.”

Anyway, even if you don’t advertise, give some thought to creating a motto or slogan for your firm. It can help you conceptualize a key benefit you want to convey to prospective clients.

Or, create one for internal use only. C’mon, it’ll be fun.

I’ll start.

Litigation: “Will sue for food.”

Start ups: “Legal obstetricians: We help you give birth to your great idea”

IP: “We help you ‘Ink and Grow Rich'”

Okay, that’s enough from me. Your turn.