Branding

There's a good reason that fashion designers seek to protect their logos and fast food companies guard their secret recipes: those things are a memorable part of their brand. As a lawyer you may not realize it but everything from your business cards to the color of your suits helps determine and define your brand as well. it's necessary to make the effort to project an image that your clients will respond positively.

It's important that your branding is not only consistent but honest as well. Think about it this way; if you purchase a sports car you wouldn't want it to have the engine of a lawn mower inside. In the same way, the images and messages you present need to align with your level of service and commitment.

For example, don't advertise yourself as "available at any time" if you don't answer your phone after a certain hour. Such inconsistencies can ruin a brand before it is even fully built.

• The right brand for your market
• How being different can be your key to success
• Apply creative thinking to your brand
• Outsourcing for talent
• Ways to identify whether you're building a solid brand.