Austin, TX brands itself as the live music capital of the world. I guess even Austin lawyers take that charge seriously. This is the billboard of injury attorney David Komie at Komie and Morrow, LLP. He brands himself as “The Attorney That Rocks.”
I don’t know if his lawyering skills are particularly distinctive, but his billboard is certainly different. It gets your attention.
But different is never enough to pass the branding bar. Every brand must also be important to its target customer. It has to offer something the customer cares about. If the brand is different, but not important, then the brand is a gimmick.
Neither Komie’s slogan, nor his beard, tell his potential customers the most important thing we want to know once his dreads grab our attention: Why does rocking matter to me? Will it help Komie win my legal case if I hire him?
Don’t know. He doesn’t tell us why rocking is important.
What Komie needs to do is tell us, in his slogan, why rocking helps us. Maybe he is trying to appeal to musician clientele by showing them that he understands the music world. But we don’t know. He doesn’t say. If we can’t figure out why rocking will help our legal case, his brand’s opening statement will continue to fall on deaf ears.