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<b><i>The Business of Branding:</i></b> To Build the Brand, Build Up The Lawyers
This month, we're talking about “Building the Brand.” It's a challenge that all firms take on, and it's an easy one to get wrong ' just ask Howrey. It's also easy to start in the wrong place. When attempting to build their brands, the first question that law firm managers and marketers should ask is not “How can we build our brand?” but rather a prior question: “What is the brand that we're trying to build?”
This is a critical question for law firms, because the answer is not intuitive. Law firms have a natural inclination to see the firm itself as the brand most relevant to their work, and thus the one they are trying to build. There are any number of reasons for this. For one, it's easier to think about promoting a single brand ' the law firm writ large ' than its many constituent parts. For another, the law firm is the entity that signs the marketers' paychecks, a fact that wins it a certain amount of unconscious loyalty. On some level, it makes more sense to build up the institution than the many attorneys who are free to leave the firm at a moment's notice.
But when we view things from the perspective of the client purchasing legal services, it's clear that those attorneys are, in fact, the firm's most relevant brands. The bromide that clients hire attorneys, and not firms, has a lot of truth in it. Individual attorneys are the “product” that clients focus on most in their hiring decisions, and thus it is their “brands,” or reputations, that law firms should seek to build.
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