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The Business of Branding: The Brand Behind Business Development

By Jeff Roberts

An interesting legal marketing trend has been gaining momentum recently. In conversations at events, articles referenced on Twitter, and commentary on blogs, presentations and webinars, marketers are talking more and more about spending less of their marketing budgets on traditional advertising and investing more time and money in brand awareness, attorney coaching and business development. The Wall Street Journal has cited research that says, “business development is one of the few areas of marketing in which law firm executives are most willing to increase spending. Nearly 70% said they plan to provide more marketing and business development coaching to their lawyers.”

Instead of placing print advertisements or other “throwaway” media forms, marketers are training their attorneys to be brand ambassadors and teaching them how to share stories about the value their firms deliver, thereby raising the firm's brand awareness.

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