Law.com Subscribers SAVE 30%

Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.

Marketing the Law FirmLJN NewslettersNewsSections

<b><i>The Business of Branding:</i></b> To Build the Brand, Build Up The Lawyers

By John Hellerman
July 02, 2015

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.

This premium content is locked for Entertainment Law & Finance subscribers only

  • Stay current on the latest information, rulings, regulations, and trends
  • Includes practical, must-have information on copyrights, royalties, AI, and more
  • Tap into expert guidance from top entertainment lawyers and experts

For enterprise-wide or corporate acess, please contact Customer Service at [email protected] or 877-256-2473

Read These Next
New York's Latest Cybersecurity Commitment Image

On Aug. 9, 2023, Gov. Kathy Hochul introduced New York's inaugural comprehensive cybersecurity strategy. In sum, the plan aims to update government networks, bolster county-level digital defenses, and regulate critical infrastructure.

Law Firms are Reducing Redundant Real Estate by Bringing Support Services Back to the Office Image

A trend analysis of the benefits and challenges of bringing back administrative, word processing and billing services to law offices.

Bit Parts Image

Summary Judgment Denied Defendant in Declaratory Action by Producer of To Kill a Mockingbird Broadway Play Seeking Amateur Theatrical Rights

The Bankruptcy Hotline Image

Recent cases of importance to your practice.

Risks of “Baseball Arbitration” in Resolving Real Estate Disputes Image

“Baseball arbitration” refers to the process used in Major League Baseball in which if an eligible player's representative and the club ownership cannot reach a compensation agreement through negotiation, each party enters a final submission and during a formal hearing each side — player and management — presents its case and then the designated panel of arbitrators chooses one of the salary bids with no other result being allowed. This method has become increasingly popular even beyond the sport of baseball.