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Brand Identity for Law Firms: Why Is It Necessary?

By Bill Cahan

Today's law firms, like many other businesses, are struggling to stand out in an increasingly crowd-ed and competitive marketplace. When it comes down to brand differentiation ' or creating a brand image in the first place ' most law firms struggle with how to creatively market what boils down to mostly an intellectual property service business.

Developing a brand image for law firms, especially firms whose work so closely resembles that of their competition, requires a desire on the part of the firm to step outside of its comfort zone and reach for something unexpected. The rules and process of handling a corporate law matter or litigating a case don't vary that much from firm to firm, so what does it boil down to? Personality? Professionalism? Perseverance? Aren't these traits that any successful, top law firm will have?

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