Reprinted with permission from the September 2015 edition of Marketing the Law Firm. © 2016 ALM Media Properties, LLC. All rights reserved. Further duplication without permission is prohibited. ALMReprints.com - 877-257-3382 - email@example.com.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Professional legal marketers are by and large responsible for the creative and labor-intensive effort involved in developing a strong law firm brand. After all, a brand does not develop by chance but rather is strategically planned, crafted and communicated. As the firm and contextual environment evolves, the marketing team (which may consist of one person) must begin the arduous (and often underappreciated) process of refreshing the brand.