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Branding ConceptThe trend: practice areas and industry groups want to be “branded.” Group leaders often ask business development and marketing leaders to come up with “brand campaigns” to reach their target audiences for deeper industry or service-area penetration.

When most lawyers think of the word “brand,” we think of a visual image such as a logo, fonts, colors, and how an image will play out in various platforms. A law firm brand, however, is much more than its visual identity.

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