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Billing Your Client? Think Branding In The Process

By Peter Darling

The foundation of marketing is branding. Although branding drives most attorneys crazy because brands resist logical definitions, your firm's brand is an essential element of marketing legal services. In essence, brands are an array of impressions and beliefs that surround your firm, and create expectations about the kind of attorneys the firm has and the work it performs. Since brands create an emotional connection between attorneys and their clients, your brand can be considered your firm's personality.

Think of Harvard. Harvard provides a service ' education. But the mere mention of the name conjures up an extraordinarily powerful set of associations, beliefs and impressions about what Harvard University is, does, and represents. The result? Well, although Harvard has an endowment of $19.3 billion, it can still charge tuition of around $40,000 per year. And applicants have less than a 1 in 10 chance of admission. That kind of pricing power, and demand, come not because of the school's outstanding academics, but because of the Harvard brand. A strong brand is a powerful thing.

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