Attracting Talent, Winning Clients: The Competitive Advantage of Inclusive Branding for Law Firms

One of the biggest challenges for legal firms is standing out from their competitors. This is important not only for attracting clients but also for attracting and keeping the right talent. One way to tackle this challenge is to prioritise diversity and inclusion in their brand. By adopting this approach, law firms can experience benefits beyond just attracting clients.

What is an inclusive brand?

An inclusive brand resonates with diverse audiences by recognising and valuing differences across demographics. This includes diversity for individuals with disabilities, LGBTQ+, women, and racial and ethnic backgrounds.

By incorporating inclusivity into their branding, products, and practices, law firms can create an environment where all clients and employees feel seen and valued.

This guide highlights the leading law firms in the UK known for their commitment to inclusivity.

What are the benefits for law firms of embracing an inclusive brand?

  • Enhanced Reputation: Law firms with an inclusive brand are more likely to be perceived as progressive and socially responsible. This positive perception can attract clients, employees and partners who value diversity and inclusion, enhancing the firm’s reputation.
  • Broader Client Base: Inclusivity in branding helps law firms connect with a wider range of clients from diverse backgrounds. By demonstrating understanding and respect for different cultures and communities, firms can appeal to a broader client base.
  • Talent Attraction and Retention: An inclusive brand can attract top talent who prioritises working in diverse and equal environments. It also fosters a positive workplace culture, improving employee satisfaction and retention.
  • Better Client Relationships: Clients are more likely to trust and feel comfortable with law firms that reflect their values and experiences. Inclusive branding demonstrates empathy and understanding, leading to stronger client relationships.
  • Competitive Advantage: In a competitive market where many law firms offer similar services, inclusivity can be a unique selling point, distinguishing a firm from competitors.

How to develop an inclusive brand

To develop an inclusive brand for your law firms, consider the following:

  • Define your brand values: Establish brand values that build a strong foundation for a positive and inclusive workplace culture. Defining and communicating these values ensures that every employee understands and embodies the brand’s principles. This helps bring everyone together, assists with decision-making, and fosters a friendly and collaborative work environment.
  • Inclusive Language: Use inclusive language in all brand communications, both internal and external. This involves avoiding biases, slang, and expressions that discriminate against groups of people based on race, gender, socioeconomic status, and ability. Check out this article about Inclusive Language from HubSpot for some good examples.
  • Diverse Imagery: Integrate diverse imagery across all branding materials, including the firm’s website, social media, brochures, and advertisements. Showcasing diverse individuals in visual content helps demonstrate the firm’s commitment to inclusivity. Read how Airbnb created inclusive illustrations in “Your Face Here – Creating Illustration Guidelines for a More Inclusive Visual Identity”.
four people with different ethnic background grouped around a disabled colleague
  • Highlight Diversity Initiatives: Feature your company’s diversity initiatives, such as mentorship programs for underrepresented groups and participation in community events focused on diversity.
  • Inclusive Employer Branding: Create recruitment materials and campaigns that showcase the company’s commitment to diversity and inclusion. Feature testimonials from a diverse range of employees to highlight inclusive workplace policies and emphasise opportunities for career growth for underrepresented groups. When writing job descriptions, avoid setting unrealistic requirements. Research shows that women tend to apply for positions only when they meet 100% of the listed qualifications, while men are more likely to apply if they meet only 60% of the requirements.
  • Digital Accessibility: Ensure that all your digital platforms, such as websites , intranets and apps, are usable by everyone. This not only improves the user experience but also contributes to a positive brand image that values diversity and equal access for everyone. Digital accessibility is assessed using the Web Content Accessibility Guidelines (WCAG).


Standing out in today’s competitive legal landscape requires more than exceptional legal services. Developing an inclusive brand can help law firms differentiate themselves, attract a broader client base, and draw top talent who value equitable workplaces. Leading law firms in the UK have shown that prioritising inclusivity not only promotes social responsibility but also drives business success.

Contact us to get started on your journey towards building a stronger, more inclusive brand.


About Angie Vale

Angie is technical director at Studio Brand Up and has over 10 years experience in UX, web design and web accessibility.