Posted by: johnocunningham | April 27, 2013

Law Firm Tag Lines – The Good, the Bad and The Ugly

Professional marketers know all about tag lines. They are designed to be sticky little sounds that you can’t get out of your head, which connote some special quality or attribute about a brand that it is distinctive.

Among the most memorable lines in commercial history are these:

  • When it absolutely, positively has to be there overnight (Fed-Ex);
  • Melts in your mouth, not in your hands (M&Ms);
  • Like a good neighbor, State Farm is there (State Farm Insurance);
  • You’re in good hands with Allstate (Allstate Insurance); and
  • Plop, plop, fizz, fizz, oh what a relief it is (alka-seltzer).

Each of these tag lines is successful because it is:

  • Short;
  • Sticky (an ad word for unforgettable); and
  • Uniquely relevant to the product or service.

But when we look at law firm taglines, we rarely see anything that is either sticky or uniquely relevant. Law firms, perhaps because they so often approve messaging by committee, tend to come up with taglines that are dull, generic and forgettable. Typically they sound something like the following:

  • We’re committed to results (nobody else is?);
  • Experienced, responsive and reputable (says you); or
  • Working collaboratively for you (as opposed to working by ourselves for ourselves).

Too often these tag lines tend to be dry, rehashed jumbles of buzz-words that law firms have learned several years after clients stopped using them. They do not convey anything unique about the firm or the value it delivers, and they are horribly clichéd and stale, thus guaranteeing they will not be remembered or associated with a brand.

But there are some good law firm taglines out there, as described by Fishman Marketing in their blog post on “The 20 Best Law Firm Tag Lines.”

Here are just three of my own favorites from past ad campaigns by law firms (might be slightly paraphrased from memory, but they stuck with me):

  • It’s not business with us, it’s personal (Reed Smith, as part of a campaign focusing on concierge-style personal service);
  • We do one thing – labor and employment law – so we have to do it well (Littler Mendelson); and
  • Two hours period (from a firm that guaranteed all calls returned within two hours).

The latter reminds of the Domino’s Pizza campaign that promised customers: “Delivered in 20 minutes or it is free.” It is a clear promise, it is about the service, and it is hard to forget.

So come on law firms, step up your game and show us what you got !



  1. […] of folks want to help: 101 Law Firm Branding Taglines, Some Really Bad Taglines  or  Law Firm Tag Lines – The Good, the Bad and The Ugly.  There was even a law firm tagline […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s


%d bloggers like this: