The legal profession is notoriously slow to embrace change. Risk-averse legal practitioners are steeped in precedents, and, as a result, law firms historically have not been under immense pressure to modernize. Unparalleled industry shifts, however, such as changing client expectations, new technologies, and increased competition, are forcing firms to reinvent themselves, often best accomplished via rebranding.

Rebranding is integral to marketing efforts of just about any business. A modern law firm cannot rely on basic marketing tactics, produce the same predictable marketing messages, images, and content, and expect to leave an impact. To continue to thrive, firms must adopt new branding tactics that resonate in today’s media landscape. But, before considering rebranding, it is important to understand what a firm’s brand actually is and why it matters.