Brands have long been associated with products, but today
both people and services have become the subjects of branding
efforts. Management consulting guru Tom Peters titled
one of his most memorable articles “The Brand is
You.” Law firm and lawyer branding are now some
of the hottest topics in legal marketing and for good
Think of the three or four largest law firms in the
U.S. Now think about Gerry Spence, Johnnie Cochran,
Greta Van Susteren, and Alan Dershowitz. Who has created
a brand name?
Harry Beckwith has said, “In the public’s
eye, a brand is a warranty. It is a promise that the
service carrying the brand will live up to its name,
and perform.” Beckwith’s book, Selling
the Invisible, is a great starting point for thinking
about branding for legal services. Here are some more
links to great resources for further study:
The Brand Channel — http://www.brandchannel.com
Brand Channel is a portal site on the Internet to resources
on branding. A very good starting point.
The Manager.org’s Branding Directory
Great set of links to articles and other resources on
Branding Your Law Firm — http://www.greenfieldbelser.com/media/news/media.62.pdf
Still valuable 1999 white paper by Greenfield Belser,
Ltd. on law firm branding.
The Law Marketing Portal — http://www.lawmarketing.com
– Larry Bodine’s excellent site on legal
marketing is a great place to find articles on branding
and other legal marketing topics.
Altman Weil’s Marketing Library
A collection of very good articles on legal marketing,
including great articles on branding by Jim Wilber and
The Internet Roundtable on Branding, Part 1
Part 2 – http://www.llrx.com/extras/ir35.htm
The Internet Roundtable is a column on Internet marketing
for lawyers written by Jerry Lawson, Brenda Howard and
me. In our two-part column on branding, we cover the
branding of law firms in the Internet context in great
detail. There are some very interesting ideas in these
articles and part1 has a good bibliography of branding
Getting Found: The Dual Requirements of Law
Firm Branding and Positioning — http://www.levick.com/media/news/news.15.pdf
Richard Levick’s and Mike O'Horo’s articles
present a great practical discussion of law firm branding.
Branding with Specificity —
Fascinating roundtable discussion of law firm branding
that features the comments of ten law firm marketing
offices and consultants.
eLawyerblog — http://www.elawyerblog.org/
- Legal Internet guru Jerry Lawson has created a multi-author
blog focused on elawyering and a variety of other new
approaches to the practice of law. Jerry has put together
a stellar group of guest authors and this blog is a
place to watch on a variety of topics, including the
branding of legal services.
TomPeters.com — http://www.tompeters.com
– Tom Peters is one of the best known experts
on innovation. He writes and speaks about innovation
in the professional services industry on a regular basis.
His site, including a newsletter, gives you a way to
access his materials and current thinking on branding
and many other topics.
LoveMarks.com — http://www.lovemarks.com
– This fascinating site is an effort to measure
the strength and attractiveness of famous and best-loved
brand names and marks.
Are law firm brands real? A lot of very smart people
sure think that they are. These resources will help
you think about and implement your branding efforts.
Dennis Kennedy (email@example.com)
is a computer lawyer and consultant based in St. Louis,
Missouri. He speaks and writes frequently on legal,
technology and Internet topics and was named the 2001
TechnoLawyer of the Year by TechnoLawyer.com. His
highly-regarded web site at www.denniskennedy.com
collects many of his articles and is the home of his