What attracts potential clients to your firm over your competition? What thoughts and feelings do you want to evoke when others hear or see your firm’s name? What type of clients do you want to attract and resonate with? These are the questions you need to consider when developing your firm’s brand. Your brand personality is what will help your firm stand out in a sea of legal options. What is Law Firm Branding? Think about your favorite product. What are some characteristics you associate with that brand? Whether you realize it or not, the thoughts evoked when thinking about that product are not an accident. Developing a brand personality doesn’t just happen. Companies, including law firms, take deliberate actions to build brands. While you’re not selling a tangible product, you still want people to associate your firm with well-defined characteristics and values. Branding is an intangible communication between your firm and prospective and current clients. Your brand expresses your firm’s mission and values and represents who you are as an entity providing legal services. The Benefits of Strong Branding With the help of visual images and design, a strong branding strategy can communicate what makes your firm worth choosing over your competition. Having the right legal branding strategy in place will help with firm recognition, communicate values and strengths, and illustrate your firm’s field of law. Law Firm Brand vs. Brand Reputation Your firm’s reputation and branding are closely linked. However, they are not the same thing. The reputation