Brand Guidelines

12 Core Essence
13 Brand Architecture 14 Brand Campaign Tagline 15 Core Tagline 16 Mission 19 Values 20 Personality Attributes 21 Tone of Voice 23 What we Stand For 24 Brand Promise 25 Positioning Statement

Copyright Notice: The rights to some of the images in this document have not been granted for commercial use.

2 Contents

3 Welcome 4 Get to know us 11 Get know our brand

Contents

Our brand is built on a set of fundamental principles as outlined in this book. For our brand to thrive, we must all understand it. When we understand it. We can believe in it. If we believe in it. We can live it. When we live it, we can passionately, genuinely and consistently deliver rewarding experiences to our customers and colleagues.
Our brand and our branding shapes what LegalForce stands for in the hearts and minds of everyone it comes into contact with. Our brand is shaped by a collection of experiences. Every time someone interacts with a person, product or service, he or she forms an opinion. Even small interactions, like, how we chat about LegalForce with friends during happy hour for example, shapes not only how they see LegalForce but it shapes how they describe us to others. Our brand goes beyond our logo, our color and even our marketing (although theyre all vital parts of it). Building our brand is a continuous journey, not a destination. We have to work hard to keep it relevant, engaging and remarkable. Our brand means everything to our shared success. Have fun & treat it well. Thank you for being a brand ambassador and playing your role in the reinvention of law.

3 Welcome

Creating the new brand of law.

Get to Get know to know us. us.

This section is an in-a-nutshell overview of who we are and what were all about.

4 Get to know us

Making it easier for small business owners and regular Joes to access high-quality legal services is what Im personally driven to do--and not just because Im the founder of a legal services company. I watched my father, once a successful retailer of Apple products with multiple store locations, struggle and go bankrupt amid the companys downturn in the late 1980s and early 1990s. My father didnt know a single lawyer, he got screwed over by banks and what I wanted to do was create a new way for people like my father to access the law.
Raj Abhyanker (shown left) Patent Attorney/ LegalForce Founder & CEO

The Apple doesnt fall far from the tree. Rajs father standing proudly outside his first store (below left). From one store he grew his business to be one of the largest independent retailer, before he lost it all.

Mr Abhyanker, standing outside one of our first Apple stores in Arizona in the 1980s.

An entrepreneur in the making. Raj as a young man working in his fathers family business.

5 Get to know us

A brand born out of personal experience.

What is LegalForce? To the public, LegalForce is the fresh and trusted consumer-friendly brand of law. To solos & small law firms, LegalForce is a ground-breaking clicks & mortar lead generator.
A brand built on success. LegalForce is a privately owned legal services marketing and technology company that started life as Trademarkia. Trademarkia was a widely successful trademark search engine website created by patent attorney Raj Abhyanker to generate leads for his legal practice RAPC Worldwide. The idea proved to be a staggering success, hitting the headlines and rocketing his practice to be the Worlds number 1 law firm for filing trademarks and patents in the history of the United States, all in just 4 years! Today Trademarkia (now LegalForce) attracts a massive 1.8 million unique visitors per month, and its just getting started. As LegalForce it is now focused on replicating that success across all aspects of law beyond patents and trademarks. Our sights are set on becoming the worlds leading brand of law.

6 Get to know us

LegalForce reinvents the legal services industry by bringing together and transforming the experience across these three key channels.

Retail Centers

Law Offices

Apps & Online

7 Get to know us

Human Touch meets High-tech.

Retail Centers
Legal meets retail.
Never before has there been such a legal presence in such prime retail locations. LegalForce retail centers change everything. Our walk-ins-welcome business model, makes legal counsel radically more approachable and accessible than ever before. Unlike surrounding retail stores, ours are not designed with the sole intent of getting people to buy things, theyre designed to help people to do things. Folks dont need legal services everyday, which is why our stores go beyond providing just legal counsel. Theyre designed to be an active part of their community with a full calendar of community classes and workshops addressing a wide swath of topics, from Pinterest for seniors to legal seminars, to inspiring talks from experts ranging from VCs to local business owners. There are also stations and tablet devices (tablet devices can also be purchased) for DIY legal services/research along with comfy sofas where locals can kick back and flip through the many titles that range from legal selfhelp to New York Times best-sellers, from magazines to childrens books. Its an environment where people often feel happy to just hang out and enjoy the free wifi and refreshments/snacks. our goal is to build familiarity and trust with the community so when they do need legal counsel, they know were the best place to get it. Selling books and tablets may seem odd, but it actually makes perfect sense. We are not only able to fill the community void left by disappearing bookstores, we are also able to operate in such prime retail locations. For the law firms in our network ,our retail centers are innovative lead generators. Think of them as the coolest law firm lobbies ever.

... they are more like Apple stores than law offices. Fast Company

8 Get to know us

Law Offices
From uninspiring to law-inspiring.
Lets face it, law offices dont conjure up warm and fuzzy feelings do they? LegalForce has changed all that. Heres how it works. Each retail center serves a network of close by LegalForce accredited solo and small specialized law firms. For example, if someone comes into a LegalForce retail center with a personal injury issue they are directed to a personal injury specialist in the network. These law firms are rebranded as LegalForce law firms (see brand architecture page). Their office spaces are transformed visually and operationally to deliver consistent LegalForce experiences. Each law firm signs our customer service pledge and ongoing training and audits ensure a consistent and seamless brand experience is delivered.

9 Get to know us

Apps & Online

Legal services. Silicon Valley style.
LegalForces success is founded on technology. Based in the heart of Silicon Valley, its game changing online tools have rocketed its founding law firm partner RAPC Worldwide to become the Number 1 law firm on the planet for filing trademarks and patents, in just 4 years. From Video Chat(torneys) to digital interactive self-help legal books, LegalForce pioneers the use of technology to make law more understandable, useful and accessible for consumers and more profitable and efficient for law firms.

10 Get to know us

Get to know our brand.

This section outlines the foundation of our brand, its positing, tone of voice and personality.

11 Get to know our brand

Core Essence

Humanizing + Modernizing
the legal services industry.

12 Get to know our brand

Brand Architecture
LegalForce is creating a global brand of law, hence its monolitihic brand architecture. This means it has a strong, single master brand identity, that gives it one powerful and united voice and presence. The visual identity and brand name remain consistent and brand extensions and partnerships are built by using generic descriptors.

Retail Center

RAPC Worldwide

Freeman Harris

13 Get to know our brand

Campaign Tagline.
Our brand campaign tagline is designed to alert people to the game changing nature of LegalForce. It reinforces our mission and reflects our personality, both in its visual appearance and its tone.

14 Get to know our brand

Our trademark tagline captures our brands spirit in a nutshell. Law inspires us, its who we are and what we do and what we strive day in and day out to inspire in others.

Core Tagline.

15 Get to know our brand

Vision

Legal services become essential life tools used by us all to empower and protect both our personal and business lives. A pivotal shift led by LegalForce.

16 Get to know our brand

Mission

To be the leading global brand of legal services by making the law (and lawyers) radically more accessible and approachable.

17 Get to know our brand

High-quality legal counsel.

Our global network of talented and driven legal professionals share our mission, values and ambition to revolutionize the industry. The LegalForce brand delivers quality and consistency 24/7, anytime, anywhere, be it online or in person. Law firms in the LegalForce global network have to not only meet our high acceptance standards they have to maintain customer service excellence and satisfaction through ongoing training and audits.

Unmatched customer experiences.

The LegalForce brand experience set us apart, and we work hard to deliver experiences that delight. Wether its faceto-face or online, were here for people, thats our brand promise. Everyone at LegalForce, not only engages in ongoing brand training, they take the customer service pledge. We are all about exceeding expectations to finally give lawyers a good name.

Continuous Innovation.
From cutting edge online tools and mobile apps for consumers to back-end operations for legal firms in our network, LegalForce is at the forefront of the technological revolution in law. Founded in Silicon Valley, California by a rare breed of lawyers who are also successful high-tech entrepreneurs, LegalForces culture of innovation means it is always striving for the most consumer-friendly, game-changing ways to make legal services more engaging, accessible and empowering for consumers.

18 Get to know our brand

We deliver on our mission by consistently delivering:

Inspire

Values

Law inspires each of us and were dedicated to inspiring others by its power to enrich lives & small businesses.

Educate

Contrary to popular belief, lawyers do have hearts. The whole reason we all do this is out of a genuine desire to help others through greater understanding and access to law.

Empower

LegalForce people are a talented and driven bunch, they are not the type of people to be cogs lost in the giant wheel of some large outdated law firm. They thrive on challenges and are united by a passion to make a real difference in the world by helping define the future of the legal services industry.

19 Get to know our brand

LegalForce brings Culture a refreshing energy and personality to the legal services industry. Our entrepreneurial spirit and high-tech innovation mixed with legal smarts and compassion is the key to our paradigm shifting success.

20 Get to know our brand

Personality Attributes

LegalForce breaks down stereotypes with its unique personality which is captured by these 10 attributes.

Approachable Reassuring Expert Genuine Fresh Understanding Dependable Driven Straight-Forward Trusted

21 Get to know our brand

Personality Tone of voice

Friendly.
Were the likable lawyers who smash the stereotypes. Whether its just a warm smile from a busy legal concierge to acknowledge a customer in our retail centers or the conversational style of text in our brochures, were refreshingly friendly. We aim to be like a dependable understanding friend whos there to champion you during the good times and support you through the bad.

Knowledgeable.
LegalForce people are talented and ambitious individuals who know their stuff. Our brand voice is understandable and straight-forward but it never under estimates its audience by being overly simplistic or condescending. We may be friendly, but were not to be underestimated. We are talented and driven legal professionals who fight tirelessly to protect our clients.

Plain-Speaking.
The law is a daunting mystery to most of us, hence why more than 50% of us dont even have a will. From our conversations to our contracts we must speak in a warm human tone and always in plain English, no scary legal mumbo mumbo jargon. We are not just making law more accessible we are making it more understanding and usable.

Respectful.
We like to be positive and witty, its part of our brands likable charm, but were also highly perceptive and self-aware that legal matters are often far from something to smile about, so we tailor our tone to best serve the situation. This goes for our marketing interactions and our human interactions.

22 Get to know our brand

Personality Tone of voice

How many lawyers do you know who ride bright orange counsel cruisers around town? The LegalForce brand works hard to break down stereotypes and build connection through its friendly personality. So lighten up a little, and have some fun with it.

23 Get to know our brand

What we stand for

LegalForce stands for humanizing & modernizing the legal services industry.

24 Get to know our brand

Brand Promise

In person & online. LegalForce is there for you. 24/7.

25 Get to know our brand

Positioning Statement

LegalForce is a global brand of legal services. Through its innovative retail centers, online/mobile apps and branded law firm network, LegalForce makes legal services more accessible and approachable than ever before. The founding law firm in its network, RAPC Worldwide, has protected more intellectual property as patents and trademarks than any other law firm in the history of the United States in just 4 years. Say hello to a new kind of legal service.

26 Get to know our brand

Please get in touch if you need anything. T: 707.123.1234 branding@legalforce.com legalforce.com