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Recently, a lot of attention has been given to branding — branding a law firm, branding a practice area or branding an individual lawyer. Yet some lawyers still think a brand is a logo, the firm name or a tagline. Others don’t see how branding applies to the legal profession at all. Even those who embrace the notion struggle mightily to get it right. What Is a Brand? An effective brand should identify you and differentiate you from your competitors. It is often a combination of a name, behaviors, messaging, designs and symbols that provide you with instant recognition and awareness, promise consistency in the experience clients will have with you, and add value for clients.March 19, 2015 0 2 0