Brand Tone

Professional, Client-centric, Trustworthy, Solution-oriented, Accessible (within professional boundaries)

Brand Values

• •Ethics and Transparency
• •Excellence and Quality
• •Client Focus/Personalized Service
• •Innovation
• •Integrity and Responsibility
• •Building Lasting Relationships

Best Practices

• •Prioritize Clarity and Precision: Legal matters are complex. The copy must be clear, unambiguous, and legally accurate, avoiding jargon where possible or explaining it when necessary. This reinforces professionalism and expertise.
• •Maintain a Client-Focused Perspective: Address the client's potential concerns, needs, and goals. Use 'you' and 'your' to create a direct connection, while always maintaining a professional boundary. Frame services around how they benefit the client.
• •Emphasize Trust and Confidentiality: Legal services involve sensitive information. The copy should consistently reassure clients of the firm's commitment to ethics, discretion, and the confidentiality of their information.
• •Ensure Professionalism in All Communications: Whether it's website copy, email communication, or any potential social media (like LinkedIn profiles), the language must always be professional, respectful, and free of slang or overly casual expressions.
• •Adhere to Ethical Marketing Guidelines: For law firms in Brazil, all copywriting must comply with the OAB's regulations, focusing on providing objective, informative content rather than direct solicitation or promises of results. This maintains the firm's integrity and public perception.

Social Perception

Expertise and Competence, Trustworthiness and Discretion, Results and Effectiveness, Professionalism and Reliability

Copy Examples

• •JUSO Advocacia e Consultoria: Dedicated to providing innovative and effective legal solutions with ethics and transparency. We build lasting relationships by understanding your unique needs.
• •Navigating the complexities of Business Law requires strategic and knowledgeable counsel. At JUSO, we offer specialized legal support to protect and advance your business interests.
• •Our commitment at JUSO Advocacia e Consultoria is to deliver legal services grounded in integrity and a deep understanding of our clients' objectives. Your challenges are met with our dedicated expertise.
• •Facing a legal question? Contact JUSO Advocacia e Consultoria for a confidential consultation. Let our experience guide you towards the best resolution.
• •Understanding Your Consumer Rights in Brazil: Key Protections to Be Aware Of. JUSO Advocacia e Consultoria provides insights into essential legal frameworks.