What in earth is a brand? Is it your reputation, your flag colours, what people associate with you?
Depending on where you head, Branding is the belief that the client or consumer has that a certain product is unique and offers better, more or unique value to her. It is not the product, the company or the service that says what a brand is. It is the buyer, ergo Branding is out there not in .
Our goods and services are the body and the brand are the clothes that we have on, they are the wrap around.
The same law firm is the same law firm is the same law firm whatever you call it. This is quite difficult to accept because the hard work needed to actually change direction is too much. What to do? Rebrand.
A product example... Spaghetti has always been spaghetti and cocoa drinks have the same basics recipe so what to do. Rebrand with thousands of new vitamins, fortified by all what not but the product is still the same..
Branding is not a fad that you jump through like you do niche marketing or foreign degree getting or the latest fashions from the Champs Elysees or whatever else the business community decides is in for the now.
In many senses, the brand approach has been reduced to 'use my legal services because I have a nice logo, an affiliation with some legal network plus we have really cushy offices. Do clients really care about your appearance, do you need it to justify your fees, is that the kind of law firm you are or you want to be?
The law is largely brainwork and your brains plus the use you put them to should put the Rest of God in the minds of your clients.
A decent appearance is all that matters, unless you are an empty suit or barrell. Leave the fashions on the runways and do your work.
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