Each law firm has a brand in the marketplace – whether by intention or by accident. Your brand is what makes a client choose (or not choose) you as legal counsel rather than a competitor.
Your law firm can accept the brand you have and live with it — but this can be risky in an increasingly competitive marketplace. Alternatively, you can put some thought into creating and managing a brand that works hard for you in the marketplace — and thrive as a result. The choice is yours.
Large companies understand the value of their brands in setting them apart from the competition, and invest in them accordingly. Most law firms are on much-more- limited budgets.
However, this doesn’t mean that a smaller law firm cannot develop a good brand and take it to market – without breaking the bank. “There are many lessons that a law firm can learn from big businesses,” said Gerry O’Brion. “Once learned, these lessons can be applied at little or no cost.”
O’Brion addressed the Rocky Mountain Chapter of the Legal Marketing Association on Jan. 14 at Ocean Prime Restaurant in Denver. O’Brion is a professional speaker and founder of What Big Brands Know, a Denver-based consulting firm. He is creator of a program called The Business Blueprint: Simple steps to grow any business like a billion-dollar brand. His practical advice is based on what he learned in the big-company marketing departments of Proctor & Gamble, Coors Brewing, Quiznos and Red Robin.
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