Branding identifies the distinctive points of difference and unique traits that define your reputation.
Your brand sets you apart from the competition.
A strong and defined brand results in:
- Heightened recognition.
- A unique selling proposition (USP) that only you can claim.
- Solidification of your position in the increasingly competitive legal sector.
- Deeper target market penetration.
- Enhanced reputation leading to growth.
Brand equals reputation. It’s what people say you are.
A strong brand reflects who you are, what you do, how you do it and where you are going.
Developing a successful brand enables you to be distinctive, defines you in the minds of current and prospective legal clients, and positions you as a market leader. A differentiating brand aids in attracting referrals and new leads; media inquiries and speaking invitations; and, quality sponsorship and advertising opportunities leading to heightened public profile.
A distinctive brand facilitates name recognition. This is often aided by a visual image that captures your brand’s personality and acts as a cue to connect your reputation to a symbol, such as a signature graphic, emblem, sound or tagline.
Your unique brand and characteristics set you apart from the competition as one-of-one in an increasingly crowded legal services market and better enable business development initiatives.
The Next Decade of Legal Services — Part 2 — Managing Law Market Change
Commoditizing Legal Services
Legal Market Strategies for Uncertain Times
How to Get Out of Your Own Way
Big Four’s Next Big Bite
Legal Gets a Mulligan
The Value of Legal Market Positioning
No ‘Alternatives’ Anymore
Lawyers, Lemons and Lemmings
Toward Industry Alignment
Reckoning and Retooling
Banishing Ostrich Syndrome
Embrace the Rebels
Why Innovation Remains Elusive
Change by Degrees
A Game of Inches
Less Than Attractive
The End of Full Service
The Swashbuckling ‘Unlawyers’
Marketing the Future State
The Fickle File Fairy
The Lean Law Reckoning
The Modern Dinosaur
Living in Interesting Times
Wake Up, Smell Coffee
Leveraging Referral Networks
Why Size Matters
A Hymn to Her
The Firm vs. The Lawyers
Name Plus Reputation Equals Brand
Legal Directories in the Age of Google
Self-Marketing for Lawyers: Bios Mean Business
How to Be a Valentine
No Guts, No Glory
Grooming Best Clients
Websites – A Plague of Sameness
Winning Work You Want
Time to Ditch the Old Practice Groups?
Dare to be Different
Adopting a Sales Mentality