“Branding? As in a hot iron and livestock? What does that have to do with my law practice?” While not the actual response I receive when I use the wording “branding” and law practice in the same sentence, it might as well be. As solo and small firm practitioners carve out a marketing and promotion budget for 2013, putting a little thought into re-defining and re-designing your brand may imprint your legal presence in a saturated industry.
The American Marketing Association defines a brand as a name, term, sign, symbol, and design intended to identify the goods and services of one seller and to differentiate them from those of competitors. A brand is a seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. The best brands convey a warranty of quality.
