Law Firm Success : How Joey Vitale Built a Purpose-Driven Law Firm

From Etsy Clients to Trademark Expert : How Joey Vitale Built a Purpose-Driven Law Firm 

Most lawyers are trained to fight in court. But Joey Vitale knew early on—conflict wasn’t his calling. 

In this episode of The Law Firm and Finance Show, Joey shares his powerful story of going from courtroom burnout to building a thriving trademark-only law firm—Indie Law—serving creatives, coaches, and online entrepreneurs. 

You’ll hear how he: 

-Started with Etsy shop owners (yes, really!) 
-Turned his superpower into a niche. 
-Scaled a law firm aligned with who he truly is. 
-Built an audience-first brand that converts. 
-Created a signature trademark course for budget-conscious businesses. 

If you’re a lawyer, creative entrepreneur, or business owner trying to protect your brand and find your niche—this episode is packed with wisdom you can use. 

TIMESTAMPS 

00:00 – Intro 00:05 – Joey’s first clients? Grandmas on Etsy! 
01:00 – Why trademark law matters more than most realize 
01:22 – Meet Joey Vitale & his journey from litigation to alignment 
02:10 – Why he struggled with courtroom law—and what changed everything
03:30 – Leaning into his strengths & redefining his practice 
05:00 – Realizing trademarks were the real need 
06:00 – Emotional journey: Building a law firm that felt right 
07:00 – Marketing in a proactive practice area 
08:15 – The 2-part marketing strategy that actually worked 
09:30 – The risk of not having trademarks: brand integrity explained 
11:00 – Common trademark mistakes & missed opportunities 
12:00 – How Indie Law works with clients (free audits & more) 
13:25 – Trademark DIY course for budget-conscious business owners 
14:45 – Final advice: Practice area ≠ niche 
15:45 – The power of building a community-based niche 
17:00 – Joey’s top advice for lawyers & small firm owners 
18:13 – Outro: Building a business that reflects who you are 

🔗 Resources & Links 

🌐 Learn more about Joey’s law firm: https://indielaw.com 

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 💬 What part of Joey’s story hit home for you? Drop your thoughts below 👇 

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