Speaking the same language: Brand voice guidelines for legal correspondence
Why does brand voice matter in legal writing?
Your law firm’s brand is more than just a logo on letterhead or a sleek website. It’s the way you speak. Every email, letter, Teams message or client update contributes to how you’re perceived by stakeholders. Yet without clear guidance, even small inconsistencies in tone, structure or formatting can chip away at credibility, create confusion or inadvertently breach professional etiquette.
This blog sets out practical guidance to help everyone in your organisation communicate with a consistent voice. From informal internal memos to high-stakes client correspondence, we explore how to align tone, structure, formatting and visual identity so that every message reflects the same professionalism and clarity – no matter who’s writing it or which channel it’s sent through.
What is brand voice? (And why it’s not just marketing jargon)
For clarification, brand voice is the consistent expression of your law firm’s personality, values and professionalism through written language. It’s the way you ‘sound’ on the page or screen. Essentially, it’s a defining thread that runs through every piece of communication, whatever the purpose and whomever the recipients.
Importantly, brand voice isn’t about turning every message into a robotic, one-size-fits-all template. Instead, it’s about establishing a consistent tone and style that supports clarity, credibility and trust, particularly in the formal communications that make up much of your day-to-day work.
That consistency might mean agreeing whether your business leans more towards friendly or formal, using plain-English explanations rather than dense legalese when appropriate, or favouring active voice (‘We will review your contract…’) over passive (‘Your contract will be reviewed…’). These decisions, applied consistently across your practice, ensure that no matter who’s writing, your clients, colleagues and partners always feel they’re hearing from the same trusted source.
Why brand voice matters in the legal sector
As we’ve already intimated, in law, words carry weight. The tone and clarity of your communications can influence trust, shape relationships and even impact the outcome of a matter. Unlike many industries, legal correspondence often blends complex subject matter with sensitive contexts, thereby making brand voice consistency even more critical.
A well-defined brand voice helps you to:
Reinforce professionalism – Clients expect precision, care and respect in every interaction. A consistent tone signals competence and attention to detail.
Build trust – When messages, whether from a partner, associate or support team, feels like they come from the same place, it strengthens your credibility.
Reduce misunderstandings – Clear, consistent communication limits ambiguity, ensuring clients and colleagues interpret messages as intended.
Protect etiquette – In a sector where decorum matters, brand voice guidelines avoid language or formatting missteps that could appear unprofessional.
Enhance client experiences – A well-defined brand voice ensures interactions are familiar which instils confidence at every touchpoint.
Support marketing efforts – In terms of marketing, a unified presence across all channels makes your messages memorable and reinforces your identity.
Differentiate from competitors – By showcasing your unique personality, values and approach, you’re able to really stand out from the crowd.
Ultimately, a coherent brand voice doesn’t just make your communications look tidy, it actively supports client confidence, internal alignment and your law firm’s reputation in a competitive marketplace.
Read our earlier ‘Three benefits of brand consistent documents’ for further advantages of good branding in your collateral.
Key elements of a legal brand voice
A strong brand voice for a law firm isn’t only about how you sound, it’s about the full experience of reading and receiving your communications. That includes tone, structure, vocabulary and formatting. Together, these elements create the impression your company leaves with every message.
1. Tone
Start by defining your tone in a clear, memorable phrase – for example, ‘Professional but approachable’ or ‘Authoritative and neutral’. This acts as a touchstone for everyone writing on behalf of your business.
In practice, ‘Professional but approachable’ might mean using courteous, plain-English language without unnecessary jargon, while still showing warmth and respect. ‘Authoritative and neutral’ could mean a more formal style, using precise language and measured phrasing, without emotional or overly casual expressions.
2. Structure
Structure plays a huge role in readability and professionalism. Standardise openings and closings in letters and emails, so recipients experience a familiar, polished format. Agree on consistent use of bullet points, headings, salutations and sign-offs too.
Consider context: client-facing correspondence should always lead with clarity and empathy, while internal communications can adopt a slightly more relaxed tone while still following the same structural rules.
3. Vocabulary
Your choice of words reinforces your brand identity. Decide on preferred terminology: for instance, ‘client’ rather than ‘customer’, or ‘we will’ instead of ‘we shall’ if you want to sound modern and direct.
Identify language to avoid, such as outdated phrases (‘Please find enclosed’, ‘Herewith’, ‘Kindly be advised’) which can feel stiff or old-fashioned.
It’s useful to create a shared glossary for commonly used legal and business terms to ensure everyone uses them consistently – and easily.
4. Formatting
Visual consistency reinforces your written message. Use the same fonts, line spacing and signature blocks in all correspondence. Avoid overusing bold, underlining or ALL CAPS as these can be distracting and, in legal contexts, may unintentionally convey emphasis or urgency.
Ensure all branded templates are used correctly, from letterheads to email signatures, so your documents look like they come from one unified organisation, not a collection of individuals.
When these elements are defined and documented, your team has a blueprint for producing communications that are unmistakably ‘you’ – regardless of who’s writing them or what channel they use. Cast your eye over our earlier ‘Brand guidelines: A how to guide’ blog for assistance in pulling this blueprint together.
Common pitfalls in legal correspondence
Even the most experienced professionals can slip into habits that weaken the clarity and impact of their communications. Recognising these pitfalls is the first step to avoiding them.
1. Mixing formal and informal tone
Shifting between highly formal and casually conversational language in the same document can be jarring. Opening with ‘Dear Sir/Madam’ but later writing ‘Just let me know if that’s okay’ undermines consistency and can confuse the reader about the intended level of formality.
2. Inconsistent document branding
Brand identity isn’t just about your logo. Inconsistent use of footers, disclaimers or letterheads can make your communications look disjointed and, in some cases, could raise compliance concerns if mandatory elements are omitted.
3. Unclear or passive instructions to clients
Phrases like ‘Your contract will be reviewed in due course’ leave clients wondering when and by whom. Active, specific language (‘We will review your contract by Friday and send you our comments’) sets expectations and builds confidence.
4. Overuse of jargon in client-facing documents
While certain legal terms are unavoidable, burying clients in unexplained terminology risks alienating them. Whenever possible, replace dense legalese with plain-English explanations, or at least define complex terms on first use.
5. Long, unstructured paragraphs and emails
Walls of text discourage readers and increase the chance that important points will be missed. Breaking content into short paragraphs, using bullet points where appropriate, and adding headings or subheadings improves readability and retention.
6. Irrelevance and lack of connection
When brand voice is poorly defined, communications feel generic, confusing or out of touch with your audience’s needs. Over time, this threatens trust, weakens engagement and makes it harder for clients to feel a genuine connection with your business.
Each of these trip-ups erodes the professional polish that clients expect from your law firm.
Technology as your ally: Tools for enforcing consistency
Creating brand voice guidelines is only half the battle. Ensuring they’re applied consistently across your organisation is where technology becomes a game-changer. By embedding your standards directly into the tools your team uses daily, you make it easier to do it right than to go off-brand.
1. Branded templates in the Microsoft Office suite
Pre-built templates for client letters, reports, emails and other documents ensure communications start with the correct layout, font and style. Auto-loaded disclaimers, confidentiality statements and footers mean important elements aren’t left to memory, reducing compliance risks.
2. Quick Parts & AutoText
Microsoft’s Quick Parts and AutoText features let you store and quickly insert pre-approved phrases, standard openings and closings. This not only saves time but also ensures tone and wording stay aligned with your law firm’s brand voice – no reinventing the wheel (or rewriting the greeting) for every message.
3. Custom ribbon tabs
A dedicated tab in the Word or Outlook ribbon can give your staff one-click access to company-approved formatting, templates and resources. Whether it’s the correct heading style for a client care letter or the standardised format for a case update, everything’s in one place, ready to apply.
4. Style guides embedded in templates
Including brief, embedded guidance within templates – for example, a side panel or note explaining tone preferences, formatting rules and common vocabulary – puts your brand voice ‘in the room’ with the writer. Subtle prompts help keep documents on track without needing to consult an external manual. Our Word styles blog assists here.
When thoughtfully implemented, these tools reduce reliance on memory, shorten drafting time and hardwire consistency into the everyday workflow. Instead of chasing errors after the fact, you create a system where doing it right is the path of least resistance.
Training the team: Making brand voice a habit
Even the best brand voice guidelines and templates won’t deliver results unless your whole team understands and applies them. Consistency comes from making these practices second nature and that requires deliberate, ongoing training.
1. Brief new joiners during induction
Introduce brand voice guidelines as part of your onboarding process, alongside other professional standards. This ensures that new starters, from partners to support staff, learn your ‘house style’ from day one.
2. Run top-up training if the need arises
Refresher training ensures brand voice guidelines remain front of mind, especially as departments grow, technology changes or habits drift. These sessions are an opportunity to address errors and align everyone with your company’s tone, style and standards.
3. Offer example-based training
Show don’t just tell. Walk through ‘before and after’ samples of correspondence to illustrate how applying the brand voice improves clarity, professionalism and tone. This makes the benefits tangible and encourages buy-in.
4. Create a 1-page internal reference guide
A concise cheat sheet summarising tone, vocabulary preferences and formatting rules is far more likely to be used than a lengthy manual. Keep it accessible – such as in a shared drive, intranet or pinned to desks – so it’s always within reach when drafting.
5. Name champions in each department
Assign a brand voice go-to person in every team or office location. These champions can answer questions, review tricky communications and keep brand standards front of mind in day-to-day work.
When training is practical, visual and supported by peers, brand voice guidelines stop being just another policy and start becoming your law firm’s natural way of communicating. Over time, this builds consistency and confidence – ensuring every message your company sends is both on-brand and on-point.
Closing thoughts: Your practice’s voice is a shared responsibility
Every member of your practice plays a role in shaping how the outside world, as well as your own colleagues, perceive you. From the partner sending a 12-page letter of legal advice to the receptionist confirming an appointment by email, each interaction contributes to your reputation.
Consistency isn’t about removing personality or creativity; it’s about making sure every message reflects the same professionalism, clarity and respect for the reader. Over time, this alignment builds trust. Clients know what to expect, colleagues work more smoothly together, and your brand identity becomes stronger and recognisable.
Standardising tone, structure and language is more than a cosmetic exercise. It’s a practical step toward becoming more efficient, professional and client friendly. When everyone speaks with the same voice, your practice’s message is amplified, your credibility’s reinforced and your communications become one of your most valuable assets.
These brand voice guidelines have been created by specialist providers to the legal sector, who understand the unique demands of law firm communications. At Integrated Office Solutions, we help practices work smarter through Microsoft 365 customisation services, targeted software training and expert consultancy support. In sum, we ensure your people have the tools, skills and confidence to apply brand voice standards consistently. Get in touch to learn more about what we do.