Epigram’s five trends in legal marketing series
Why Tone of Voice is the Most Underrated Branding Tool in Legal Marketing
At Epigram, we help law firms find the right words – not just the right visuals. Whether we’re rewriting website copy, developing tone-of-voice guidelines, or designing credentials decks that sound as good as they look, our legal sector clients trust us to help them speak with clarity and confidence.
This fourth article in our 2025 branding trends series takes a closer look at tone of voice: a branding lever that many firms are only just starting to recognise as critical. If brand is how your firm is perceived, then tone is how it’s understood. And right now, there’s a noticeable divide between firms getting it right and those still clinging to outdated, jargon-heavy habits.
Legal Tone of Voice Today: Taut or Tired?
A quick scan of law firm communications shows a split. On one side: firms using sharp, modern language – concise, confident, free of legalese. On the other: firms stuck in verbose, generic messaging that hasn’t evolved in a decade.
This divergence isn’t just stylistic. It impacts how clients engage with content, how recruits perceive your brand, and whether people feel your firm is approachable or aloof. The best firms now treat tone of voice with the same strategic importance as logos and colour palettes.
Why Tone Matters More Than Ever
Tone is one of the quickest ways to communicate brand personality. A fresh, plain English tone signals a modern, client-focused firm. A dated, overly formal tone suggests the opposite – no matter what the visuals say.
In 2025, legal audiences expect clarity. In-house counsel want to understand you without decoding dense prose. Recruits want to know what it’s like to work with you. Even internal teams benefit when messaging is aligned and human.
Done well, tone boosts understanding, trust, and conversion – whether you’re publishing an alert, pitching for work, or crafting an EVP message.
The Challenges of Getting It Right
Updating tone of voice can be a cultural hurdle. Partners may resist changing ‘the way we’ve always written’. Without clear guidelines, consistency is difficult to maintain. And retrofitting tone across legacy content is a big job.
But the upside is significant. Firms that embrace tone updates are seeing improved engagement across websites, social media, and proposals. They’re also empowering teams to write more effectively and feel more connected to the brand.
What Legal Marketers Can Do Now
- Audit your firm’s content. Does the tone align with how you want to be seen?
- Develop a tone-of-voice guide. Include examples, dos and don’ts, and sample phrasing.
- Start with small wins. Rewrite bios, pitch templates, or key web pages.
- Provide training. Help your team write with confidence and consistency.
In a market where most firms still default to legal jargon, a crisp, human tone of voice is one of the fastest ways to differentiate. It’s not about being casual – it’s about being clear, relevant, and credible.
Next, we’ll explore the final piece of the puzzle: internal branding and the culture behind the message. If you’d like to read all five trends together, we’d be happy to send you the full report.
